The effects of social network usage on organizational identification

In recent years, organizations have utilized social network sites (SNS) to communicate with their members about organization-related matters, as well as build a virtual community for members to congregate. Past studies have found that a member's identification with the organization was positively influenced by the organization's communication climate and the user's communication pattern. The purpose of this study is to examine the effects of social network usage on organization identification. The study uses survey questionnaire responses from members of member-based organizations that utilize Facebook to communicate with their organization and its members. Results from the study show that horizontal and vertical communication climate was enhanced by members' level of use, as well as their utilization of the organization's group profile. Also, we found that horizontal and vertical communication climate positively influenced organizational identification. Testing for mediation, results show that vertical and horizontal communication climates mediate the relationship between social network usage and organizational identification. This would suggest that social network usage indirectly influences organizational identification by enhancing the communication climates. The research findings provide insight into the relationship between social network usage, vertical and horizontal communication climates, and organizational identification. The theoretical and practical implications are discussed.