Adopting Internal Social Media: An Empirical Study Based on The Technology Acceptance Model

Tomás Baviera; Benjamín Marín-Pérez

doi:10.4067/s0718-27242025000200040

Authors

Tomás Baviera Universitat Politècnica de València
Benjamín Marín-Pérez Universitat de València

DOI:

https://doi.org/10.4067/s0718-27242025000200040

Keywords:

internal social media, TAM model, internal communication, perceived ease of use, perceived usefulness, perceive surveillance

Abstract

Internal social media offers companies an internal communications channel that incorporates the participatory functionalities inherent to external social networking sites. The tool allows companies to foster social relationships and meet emotional needs in the workplace, while at the same time fulfilling the traditional functions associated with internal communications. This research aims to analyze the acceptance process by assessing an extended model based on the Technology Acceptance Model. The research model incorporates the perception of being surveilled as an inhibitor in the intention to use the application. Structural equation modeling was performed to test the model on the data collected from 360 employees of two companies that have adopted the Happÿdonia application as an internal communications channel. The perceived ease of use and the perceived usefulness of this tool positively influenced the intention to use it, whereas the perceived surveillance had a negative influence. The article makes several proposals for those responsible for internal communications as well as for developers who have to build these platforms.

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Author Biography

Benjamín Marín-Pérez, Universitat de València

Lecturer at Department of Language Theory and Communication Sciences, Universitat de València.

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