Reading behavior on intra-organizational blogging systems: A group-level analysis through the lens of social capital theory

Aiming to explore the factors that potentially determine the continued reading behavior of users on intra‐organizational blogging systems, this paper proposes a group‐level model that consists of constructs regarding structural, relational, and cognitive social capital. The model is empirically tested with system record data collected from a large telecommunications company. Testing results illustrate that social capital factors have significant impacts on continued reading behavior but that part of their influence is subject to the moderation effects of workgroup characteristics. The findings of this study contribute to the literature on intra‐organizational social networking and contain helpful managerial implications for related practice.