Which Factors Influence the Adoption of Social Software? An Exploratory Study of Indian Information Technology Consultancy Firms

The rationale behind traditional knowledge management initiatives is to create, capture, share, organize, and use intangible assets such as organizational knowledge. Information systems have been playing a vital role in the implementation of knowledge management practices and systems. Recently, organizations are adopting new forms of information and communication technologies such as social software to encourage employees to create and share knowledge. This article explores the adoption of social software tools by Indian knowledge workers working for information technology consultancy firms. A mixed method approach has been applied, and drawing on social dilemma theory and Hofstede’s cultural theory, this study discusses the factors affecting the adoption of social software by knowledge workers. A quantitative descriptive-explanatory study and a qualitative exploratory study have been employed to gather data from Indian organizations. It was found that even though information technology consultancy firms are at the forefront of deploying social software, the active use of these tools is rather limited among knowledge workers. The present study sheds light on both personal and organizational factors that hinder the adoption of such tools. Finally, on the basis of these research findings we aim to contribute to managerial implications for organizations wishing to adopt social media.