Presentation of July, 24, 2014 at the IADIS International Conference Web Based Communities and Social Media 2013 - 24 – 26 July, Prague, Czech Republic. This presentation was awarded as he Best Paper of the Conference.

1. Social Networking sites and knowledge exchange. The
proposal of an acceptance model
Oriol Miralbell
Open University of Catalonia
jmiralbell@uoc.edu
Praha, 24-26/07/2013

2. Contents
1. Introduction
2. Knowledge transfer,
3. Use & adoption
4. SN sites acceptance model
5. Methodology
6. Analysis
7. Conclusions
Oriol Miralbell

3. This research proposes
• A new model to test the influence of special
factors for the adoption and use of social
networking sites for knowledge exchange
Introduction
Oriol Miralbell
1. Introduction

4. 1. Introduction
Computer networks are connected to exchange data
Computer assisted social networks (Wellman, 1997) foster information and
knowledge exchange (Rheingold, 1993)
Two opposed models : dense, bounded groups and sparse unbounded
networks (Wellman1997)
Confronting factors between the two models:
• Dense & cohesive connections vs. Diffused & sparse relations,
• Bounded groups vs. Open structures,
• Centralized control vs. Autonomy of action,
• Strong, fixed and tight vs. Week, diverse and changing relations
Oriol Miralbell

5. 2. Knowledge transfer and generation
Transfer and generation of KNOWLEDGE occur mainly within a cyclical process
of knowledge conversion inside the groups (Nonaka i Takeuchi, 1995).
• Difussion process (Rogers, 1995) – influencing adoption of innovation
• Virtual communities: environment of interpersonal relations (Lea et al., 2003)
• Communities of Practice (Lave & Wenger, 1990)
• Informal Learning (Eraut, 2004) and Personal Learning Environment
(Wilson, 2005)
Connective Networks of Knowledge (Downes i Siemens), are based on
– openness,
– autonomy,
– Diversity and
– Interactivity
Oriol Miralbell

6. 2. Knowledge transfer and generation
Cognitive dimension in groups dedicated to information & knowledge exchange
is focused on the meanings and the understanding of individuals inside the
group (Boisot, 1998; Boland Jr. & tenkasi, 1995).
Thus Comm. of Knowledge need (von Friedrichs & Gränsjö, 2003):
• Standards & values (ethic attitudes and norms)
• Dynamic and flexible leadership (avoiding herarchycal structure)
• Flexible borders (internal and external)
• High mutual dependence (members recognize interdependence internally and
externally)
Oriol Miralbell

7. The Web 2.0:
• a network open to multiple and mobile access (DiNucci, 1999)
• Oriented to harness the collective knowledge (O’Reilly i Battelle, 2009),
• Where users have control over their information
Main social networking sites: Facebook (founded in 2005), Twitter (started on
2006), LinkedIn (founded in 2003), YouTube (created in 2005) also Flickr,
(started on 2004)
Social networking sites help:
• Exchanging knowledge & managing relations  Interactivity
• Creating a public profile articulating list of contacts  Autonomy
• Crossing list of contacts with othe users  Openness & Diversity
Social networking sites
2. Knowledge transfer and generation2. Knowledge transfer and generation
Oriol Miralbell

8. 3. Use & adoption of SN sites3. Use & adoption of SN sites
To study HOW KNOWLEDGE EXCHANGE CAN BE INFLUENCED by
the satisfaction with the information systems
we decided to focus our attention on the factors related to the use and
adoption of information systems.
Adoption and use of an information system is a complex process
intrinsically social and related to technological desenvolupament.
Individuals build unique but malleable percepcions of the service that
influence the adoption procés.
To be successful a system must take into account cognitive, emotional
and contextual aspects. (Straub, 2009)
Oriol Miralbell

9. Factors influencing ICT adoption are grouped in three categories (Straub,
2009):
1. Individual characteristics predisposing to accept/reject change
2. Ease of use and compatibility with action and lifestyle
3. Contextual factors (environment and adoption process)
Social learning may influence ICT adoption (Straub, 2009; Bandura, 2001) and
this happens also with social networking sites
Self-efficacy (Social Cognitive Th.) points on individual characteristics
influencing technology adoption.
Self-efficacy: convincement of the user about capacites to organize and
execute the course of action needed (Bandura, 1997)
3. Use & adoption of SN sites3. Use & adoption of SN sites
Oriol Miralbell

10. Technology Acceptance Model (TAM) (Davis, Bagozzi i Warshaw, 1989)
Ús i adopció dels Sistemes d’Informació
3. Use & adoption of SN sites3. Use & adoption of SN sites
Oriol Miralbell
TAM has consistently outperformed the TRA (Th. of Reasoned Action) and
TPB (Th. of Planned Behaviour) in terms of explained variance (Bagozzi,
2007/

11. Adapted TAM by (Teo, Chan &i Zhang., 2003)
Perceived Ease
Of use
Openness
Autonomy
Accessibility
Adaptability
=
=
I this version of TAM two new variables are integrated:
Interactivity and Diversity.
These are social elements directly related to the functionalities or services
that social networking sites are offering, and they are also related to perceived
usefulness (Gefen, 2005, Kim et al, 2009) .
Ús i adopció dels Sistemes d’Informació
4. New SN sites acceptance model4. New SN sites acceptance model
Oriol Miralbell

12. Goals
Our overall goal was to better understand the use of social networking sites
in the field of professional knowledge considering the elements that affect
its use and those involved in the generation and exchange of
knowledge.
Trying to find out the impact of characteristic factors of open networks such
as the open access of the members to the network and the level of
autonomy and interactivity on the perceptions of usefulness and on the
adoption and use of social networking sites.
4. New SN sites acceptance model4. New SN sites acceptance model
Oriol Miralbell

13. Model d’anàlisi de l’ús i adopció de les
webs de xarxes socials.
4. New SN sites acceptance model4. New SN sites acceptance model
Oriol Miralbell

14. Autonomy
H1. Autonomy influences perceived usefulness.
H2. There is a correlation between autonomy and openness
H3. Autonomy influences interactivity
Openness
H4. Openness influences perceived usefulness.
H5. Openness influences interactivity
H6. Openness influences diversity of members and ideas in the network.
Diversity
H7. Diversity of members and ideas influences perceived usefulness.
H8. Diversity of members and ideas influences interactivity
Interactivity
H9. Interactivity influences perceived usefulness.
Usage
H10. Perceived usefulness influences their usage.
Hipòtesis (1)
4. New SN sites acceptance model4. New SN sites acceptance model
Oriol Miralbell

15. • Survey with identified variables
• Launching the survey: invitation to all the members of 28 virtual comunities in
the Internet (LinkedIn, Facebook, Ning,..) with 85.612 members.
• 363 voluntary responses over Google Docs between December 2009 and July
2010, after three calls.
• The information gathered was integrated in a database with 81 variables that
helped to do a descriptive analysis
• And an analysis on the of the model of adoption and use of social
networking sites, using Structural Equations Model (SEM)
5. Methodology5. Methodology
Oriol Miralbell

16. Mostra5. Methodology5. Methodology

17. Adopció i ús de les webs de xarxes socials
6. Analysis6. Analysis
Oriol Miralbell

18. 1. Perceived autonomy
• Impacts on perceived
usefulness
• Is correlated with perceived
openness
• Affects interactivity between
members
2. Perceived openness
• Affects the perceived diversity
of members and ideas
3. Perceived diversity
• Affects interactivity between
members
4. Interactivity
• Affects perceived usefulness
5. Perceived usefulness
• Affects the use of social
networking sites
Adopció i ús de les webs de xarxes socials
6. Analysis6. Analysis
Oriol Miralbell

19. Rejected hypotheses:
• H4. Perceived openness has no significant impact on perceived
usefulness.
• H5. Perceived usefulness has no significant impact on interactivity.
• H7. Perceived diversity of members and ideas has no significant
impact on perceived usefulness..
Adopció i ús de les webs de xarxes socials
6. Analysis6. Analysis
Oriol Miralbell

20. The Acceptance Model for SN sites is an effective
model to test the adoption and use.
The positive perception of users of social networking
websites regarding autonomy, diversity and
openness encourage interaction among
members and increase the use of social
networking websites
7. Conclusions7. Conclusions
Oriol Miralbell

21. Online VC inside SN sites are organized as open
unbounded networks where flexibility of relations,
autonomy of members, openness of structures
and diversity of relations, of members and ideas
facilitate information and knowledge exchange.
Professional associations can take advantage of SN
sites to improve professional development.
7. Conclusions7. Conclusions
Oriol Miralbell

22. Research limitations
 Methodology collecting data
 Survey done in 2010 (Use in SN sites has increased and also
experience of users)
Future research
 Deepen in the study of the limitations of social networking sitess
for learning and knowledge generation trying to identify if
technology constraints are ore important than attitudinal or the
relational ones.
 Incorporate in the study mobile appliances and the new generation
of professionals (native digitals)
7. Conclusions7. Conclusions
Oriol Miralbell

23. Thank you!
Děkuji!
jmiralbell@ uoc.edu
@omiralbell
http://www.linkedin.com/in/oriolmiralbel
Oriol Miralbell