The structuration of virtual social networks in organizations: a case study

Abstract

The use of virtual social networks results in changes in the interactions and in the communication process among individuals and groups. However, the way in which such networks have been adopted and are used by organizations has been studied in a lesser extent. In light of this, the objective of our study is to understand the process of structuring virtual social networks in organizations (OVSN), using the Theory of Structuration (TE) as theoretical foundation. We analyzed this process in a university that was recently founded. Our methodology is based on case study, and the main technique for data collection is participant observation. We identified that social networks have an important influence in fostering the identity formation of its participants and that they contribute to the construction of meanings for these social actors and for the organization itself. According to the objectives of the networks' participants, their interactions created and recreated structures and changed roles, rules and the use of resources (technological and other). As concluding remarks, we highlight the main elements of an OVSN and offer directions for future research.