* J.J. College of Arts and Science (Autonomous), Pudukkottai.

A CONCEPTUAL MODEL FOR SOCIAL MEDIA KNOWLEDGE SHARING

1. Mr. S. Thowseaf (Ph.D. Research Scholar), 2. Dr. M. Ayisha Millath (Research Supervisor),
Alagappa Institute of management, Alagappa University, Karaikudi - 630003
Email ID- thowseaf786@gmail.com, Ph. No- +91 7358167123
Email ID- ayishamillath05@gmail.com, Ph. No- +919842144984

ABSTRACT

Knowledge is one of the most important assets in organizations that should be carefully
managed and it is continuously updated throughout an organization. Knowledge is a very
broad concept, and there is no consensus on its boundaries and definition. The study proposed
to identify the factors for enriching the knowledge sharing among employees in companies
through social media for the sake of organizational development of the companies. The
research gap denotes the role of social media in companies and using the social media
knowledge sharing model how the employees are influenced to share their knowledge. The
intervening variables in the organizational, individual and technological aspects are been
identified. Studies have been comported in which they have focused solely on knowledge
sharing, the aspects of knowledge sharing in numerous companies had been studied, but no
study has been conducted in accordance with the sharing of knowledge through social media
as a tool and a framed model for knowledge sharing in companies. The study approach was
carried out establishing to establish a model for knowledge sharing for organizational growth.

Keywords: Social Media Knowledge sharing, Knowledge sharing model.

1. INTRODUCTION
Knowledge sharing creates opportunities to maximize organization ability to meet those
needs and generates solutions and efficiencies that provide a business with a competitive
advantage (Juramala, 2009). Knowledge sharing can define as a social interaction culture,
involving the exchange of employee knowledge, experiences, and skills through the whole

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department or organization. Knowledge sharing comprises a set of shared understandings

related to providing employees access to relevant information and building and using
knowledge networks within organizations (Wai Fong Boh, 2007). Moreover, knowledge
sharing occurs at the individual and organizational levels. For individual employees,
knowledge sharing is talking to colleagues to help them get something done better, more
quickly, or more efficiently. For an organization, knowledge sharing is capturing, organizing,
reusing, and transferring experience-based knowledge that resides within the organization and
making that knowledge available to others in the business. A number of studies have
demonstrated that knowledge sharing is essential because it enables organizations to enhance
innovation performance and reduce redundant learning efforts (Irit Alony, 2007). A firm can
successfully promote a knowledge sharing culture not only by directly incorporating
knowledge in its business strategy, but also by changing employee attitudes and behaviors to
promote willing and consistent knowledge sharing (Sandhu, 2009). Moreover, various studies
focused on the relationship between knowledge sharing enablers and processes, while others
have focused on the relationship between knowledge sharing enablers and innovation
performance (Manjit Singh Sandhu, 2009). However, researchers and practitioners have not
tried an integrative model that explores the effectiveness of knowledge sharing from a holistic
perspective, and little empirical research has examined the relationships among hierarchical
relationship, gender of the trustee on initial trust level, access to knowledgeable people in the
organization, redesigning the work place, changing the performance evaluation criteria.

To fill this gap, this study develops a model that links knowledge sharing in three
dimensions such as individual, organizational, technological dimensions. The study examines
the influence of individual factors (Shared language, knowledge self efficacy(KSE),
subjective norms, feedback, mutual communications, rewards, social relations exchange,
attitude, perceived behavioral control, willingness to contribute, ability to collect knowledge).
Organizational factors (Influence on employees sense of well being, Competition oriented
cultural training. Reward based on altruism, Performance based on experience) and
technology factors (ICT Usage, Social interactions through social media tools , Experience
sharing to create on unified voice for internal and external communication, Observation,
networking) on knowledge sharing processes. From a managerial perspective, the findings of
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this study can improve understanding and practice of organizational management of

knowledge sharing. Specifically, this study identified several factors essential to successful
knowledge sharing, and discussed the implications of these factors for developing
organizational strategies that encourage and foster knowledge sharing.

2. LITERATURE REVIEW
Knowledge can be considered from several perspectives. It can be viewed as a state of mind,
an object, a process, a condition of having access to information and a capability. About
perspective on knowledge viewed as state of mind emphasis that enhancing individuals
personal knowledge, so they can effectively apply it to the organizations requirements (Alice
Lam, 2008). The perspective regards to knowledge as a thing or object independent of human
action; in this case knowledge can be stored, retrieved and manipulated (Li-su huang, 2006).
The third perspective views knowledge as a process and emphasis on applying expertise
(Louay Karadsheh, 2009). It supposes that knowledge does not exist independent of human
action. The fourth perspective on knowledge viewed as a condition of access to information is
an extension to the object view. This view argued that organizational knowledge must be
organized in a way that it is easy to access and retrieve (Flavia maria santoro, 2006). Finally,
the perspective on knowledge viewed as a capability builds on capability view and asserts
that knowledge has a potential to influence future action (Annick Willem, 2007).
In the twenty-first century, knowledge was referred to as a central part of continuous learning
in organizations which occurred through interaction among employees. This eventually
became known as part of what we today know as Organization Learning Theory (Szulanski,
2000). One of the most important theories in the field of KM was however developed by
Nonaka (1994), which he termed as the Dynamic Theory of Knowledge Creation. This theory
provided a comprehensive theoretical view on how to conceptualize the entire knowledge
creation process which later became known as the SECI model (Ragna Seidler-de Alwis,
2008). Within the four modes (Socialization, Externalization, Combination, and
Internalization) KS played a vital role for all knowledge conversions to succeed (Nonaka,
1994). Nonaka (1994) argued that the key to the success of knowledge sharing was ultimately
individual and organizational commitment. Most research in the 90s also emphasized on the
technological aspect of KM where more focus was given on the KM systems (Heng-Li Yang,

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2007). However, in the last few years many organizations realized that technology is only an
enabler and the main success of KS lies in the hands of people. In other words, the focus of
KS should be more on the organizational members who are involved in the sharing of
knowledge.

In this study, knowledge sharing using ICT (Information Communication Technology) is

defined as an effort to inform and educate fellow friends to use ICT such as email, blog,
video-conferencing, social network like Face book or Twitter, YouTube, internet based
interactivity and web tools like wikis, story board and internet application to make voice call
such as Skype, Yahoo Messenger or Gmail Chat. The knowledge sharing literature has
identified a wide range of factors that influence knowledge sharing behavior. However, this
study is designed to seek the factors that influence the behavior or intention to share
knowledge using Social media.

3. OBJECTIVES FOR THE STUDY

To understand the concept of knowledge sharing.
To propose a model for social media knowledge sharing.

4. THEORIES UNDERPINNING KNOWLEDGE SHARING

Technology Acceptance model - is an information systems theory that models how users
come to accept and use a technology. The model suggests that when users are presented with
a new technology, a number of factors influence their decision about how and when they will
use.

Figure 1 Technological Acceptance model

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Theory of planned behavior - is a social psychology model, which focuses on the elements
that determine the intention behavior reasons. Theory of Planned Behavior (TBP) has been
shown to be practical in social behavior predicting in many functional areas. TBP is an
expanded version of the reasoned action theory (TRA).

Figure 2 Theory of Planned Behavior

SECI Model of Nonaka and Takeuchi -This theory provided a comprehensive theoretical
view on how to conceptualize the entire knowledge creation process which later became
known as the SECI model. Within the four modes (Socialization, Externalization,
Combination, and Internalization) KS played a vital role for all knowledge conversions to
succeed .

Figure 3 SECI Model

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5. PROPOSED FRAMEWORK

Technological Factor

1. App knowledge
2. Application user friendliness or user interface
3. Perceived usefulness
4. Skills in using corporate SM tools
5. Frequency of using SM tools for KS purposes
TAM

SECI

Tacit to Tacit (Socialization)

Individual Behavior
Tacit to Explicit (Externalization)
1. Social Interaction
2. Entertainment Explicit to Explicit (Combination)

Use of

Media
Social
3. Experience Sharing Possibilities
4. Informal Relationship & Networking Explicit to Tacit (Internalization)
5. Mutual swift trust
6. Observation & Listening
TBP
Mediating
Variables

Moderating Variables

Demographics

1. Age Knowledge
2. Gender
Moderating Variables sharing
3. Job class intention and
4. Job Position behavior
5. Job Function through Social
Media

Figure 4 Proposed Conceptual Model for Knowledge Sharing

CONCLUSION

In this model, the Technological acceptance model is incorporated with different set
of variables such as; App knowledge, Application user friendliness or user interface,
Perceived usefulness, Skills in using corporate SM (Social Media) tools and Frequency of
using SM (Social Medial) tools for KS (Knowledge Sharing) purposes. The Application
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knowledge enables the user to utilize the social media application effectively in dispersing
knowledge across the organization. While the application user interface provides a better
platform for the users (the sender or the receiver) to communicate each other, promotes
application and maximize its user. When the user perceives benefit on using application, then
the application scope increases, especially when knowledge sharing is done through social
media it would prove to be great worth as most of the users are more involved to social media
rather than news papers, articles or magazines. Skills in using corporate SM tools enable the
knowledge sharer to reach his respondent and establish knowledge sharing in organization.
While the, frequency of using SM indicates the extent of knowledge sharing taking place
within the organization.

Other models incorporated are Theory of planned behavior model and SECI model. In
theory of planned behavior variables such as; Social Interaction, Entertainment, Experience
Sharing Possibilities, Informal Relationship & Networking, Mutual swift trust and
Observation & Listening is considered. The social interaction attitude of an individual
indicates the level of user using the social media to interact with others. Entertainment
perceived on using social media is consider as a significant factor that attracts the users to
interact with others using social media. Experience sharing possibility paves a path for user to
provide and perceive innumerable and valuable suggestion for organization to smoothly
function. Informal relationship & networking are the expected outcomes on using social
media. Mutual swift in trust can be evolved if informal relationship existed also this help in
better usage of social media and better knowledge sharing through observation and listening
to the environment therein.

The moderating variables considered signify the type of knowledge sharing that
occurs. In most case people in high designation employers are provided with voluminous
information and employees with limited information also, there is inconsistency in knowledge
sharing among different genders and along different age group. Collectively knowledge
sharing through socialization, externalization, combination and internalization between the
users in knowledge sharing will induce a behavior and intention among the organization
member to use social media for knowledge sharing.

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