Online social networks, radical business transparency and ethical climate : a conceptual governance framework

Abstract

This research study aims to examine the factors influencing responsible engagement when interacting with online social networks (OSN) to provide the building blocks of a conceptual governance framework addressing the paradigm shift from traditional Corporate Transparency to the notion of Radical Transparency. The literature review validates measuring levels of responsible OSN engagement by surveying the frequency usage of business-friendly OSN platforms relative to socialbased OSN platforms. The research delves into behavioural science, online privacy and ethical climate within the organisation. The literature identified three cases namely; awareness of online behaviour, the competency levels of online privacy literacy, and the work culture and ethical environment. The literature further identified validated survey response scales toward gauging factors influencing responsible levels of OSN engagement specifically; 1.) Online self-awareness accounts for the employee’s online self-efficacy and online self-esteem using the Online Self-Efficacy Scale (OSES) and the Rosenberg self-esteem scale (RSES), respectively, 2.) Online privacy literacy accounting for the employee’s awareness and competency in evasive action toward privacy and security risk using an adapted version of the online privacy literacy scale (OPLIS), 3.) Online organisational awareness accounts for the perception by the employees of the ethical climate within the organisation using an online adapted ethical climate questionnaire (ECQ). In addition, observable behavioural mediating factors were accounted for using the Security Behavioural Intentions Scale (SeBIS), the Bergen social media addiction scale (BSMAS) and OSN engagement habits. A qualitative study of 29 in-depth executive management interviews was conducted and complemented with a quantitative study of N1=328 respondents from organisations in the financial and health sectors. Of the N1=328 respondents, N2=234 completed the ethical climate questionnaire (ECQ). The qualitative and quantitative findings show that through frequency usage, OSN usage in the business environment is directed primarily towards business communication with limited social use. In addition, the qualitative and quantitative studies highlight the role of online self-awareness, privacy literacy, and organisational awareness associated with responsible OSN behaviour. However, both studies identify the key influencing factor associated with responsible OSN engagement, that being positive behavioural intent to exercise online security and privacy and to be vigilant about the perils of OSN addiction. A governance framework to mitigate exposure against reputational risk while encouraging employees to be online brand ambassadors in both business and private OSN engagement is recommended. Key to such a governance framework is fostering an organisational online ethos and culture by providing training in online privacy through a well-defined set of policies and processes while developing online self-awareness through a code of conduct.