Readiness for Enterprise Social Media: A Multi-Country Investigation of User Cultural Values and Intention to Use

ABSTRACT Enterprise Social Media (ESM) empowers connections throughout an organization in real-time. However, research reveals that enterprise-wide adoption is a challenge for businesses. Research indicates that culture is one of the impediments to enterprise-wide adoption. Thus, a deeper understanding of the cultural influence on organizational readiness will help organizations plan more effectively. Schwartz’s cultural framework was used in a quantitative study to investigate the intention to use ESM at various levels in multiple countries. The participants’ responses were analyzed using structural equation modeling, including multiple group analysis. The test results suggest significant effects of autonomy and egalitarianism on individuals’ intention to adopt ESM. However, contrary to previous research, the effects of egalitarianism were found to be negative. This study emphasizes the importance of cultural values in shaping individuals’ intentions to use ESM, which contributes to organizational readiness for ESM adoption. The findings of this study provide organizations with awareness of cultural influences on intention to use ESM and can help organizations identify potential barriers to ESM adoption readiness.