This study explores motivating and hindering factors for internal social media usage in organizations using the Theory of Planned Behavior. Organizational communication quality was considered as a unique moderating factor between social norms and usage intention. This qualitative study consists of 16 individual interviewees from 6 different organizations. Findings revealed that motivating factors included improvements to: organizational processes, knowledge management, and communication. Hindering factors included a lack of information concerning the personal benefits. It would seem that the better the communication quality is, the more the perceived social norms of usage is supported and thereby the intention for usage.
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