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4. RESULTS

4.7. Summary of results

Qualitative results provided insights into the case organizations, and contrasting quotes between pre and post data collections, they confirm that issues relating communication and collaboration have become better. OCT has increased intra-organizational awareness (for example quotes CPC1, CPC2, CPC4, CPC5, NC1, NC2, NC3 in Appendix 13). Interviews also provide discussion about perceived challenges. Implementation and utilizations of OCT is not easy task for the organization as indicated for example in quotes CPC3, NC4, and NC5.

The quantitative results are addressed from three levels of analysis: pre-post-datasets in each case and in cross-case analysis, combined pre-post-datasets, and item level. The confirmation of the change due to the use of OCT is addressed with pre-post analysis on the organizational level in each case. Principal component analysis is used as an instrument to decrease the number of variables and to group those into statistically similar groups. The PCA resulted in different components between pre-and post- datasets, and factors load their intended constructs that support the research question. OCT will increase collaboration and communication at the organizational level. Quantitative analysis also implies support for the conceptual model that is verified by regression analysis. The analysis was made by addressing different aspects of PACAP through post-dataset and with two controlling variables. Especially in the quality of acquisition, the coefficient of determination (R2) is at a very good level (0.42). The differences in results between regression analysis and item level analysis addressing the quality of acquired knowledge is based on the slight conservative sound in quantitative data. The implementation phase of the OCT was ongoing and adoption rate in the organizations were not stabilized, and therefore the organizational impact was not reached its potential in terms of regression analysis. Furthermore, task requirements as controlling variable did not have a significant impact on PACAP. However, the usage of OCT seems to have significant and positive impact on knowledge acquisition. Analysis of item distributions is based on contrasting active-conservative users datasets. That detailed picture was used to elicit changes at the individual level. These three levels of quantitative analysis are partly overlapping but the convergence is the strength of the research and creates a good standpoint from which to address research questions. In addition, qualitative evidence is used to increase the researcher’s knowledge about the working practices during both data collection phases. Interviews during the post-data collection phase also clarified the perceived changes during the research period.

Interviews confirm the change in working practices due to the OCT. In particular, there has been a change towards increased intra-organizational awareness and elicit intra- organizational communication, and therefore concerns described by Symon (2000) are not confirmed by the qualitative results. Additional qualitative data used as referential adequate approach is aligned with the key findings. In addition, administrative user statistics support the hypothesis of the change between data collection phases. The amount of usage has increased from many perspectives: number of users, virtual communities, and shared information. Table 4.9 presents a summary of the hypothesis that combines all quantitative data sources and results.

Table 4.9. Summary of hypothesis and quantitative results

Hypothesis Result Based on

H1 The amount of acquired knowledge is increased by intra-organizational utilization of social media tools.

Supported Regression analysis, contrasting user activity

H2 The quality of acquired knowledge is increased by intra-organizational utilization of social media tools.

Supported Contrasting user activity

H3 The amount of assimilated knowledge is increased by intra-organizational utilization of social media tools.

Not supported Regression analysis, contrasting user activity

H4 The quality of assimilated knowledge is increased by intra-organizational utilization of social media tools.

Not supported Regression analysis, contrasting user activity

H5 The amount of cross-functional communication is increased by social media tools

Not supported Regression analysis, contrasting user activity

H6 The quality of cross-functional communication is increased by social media tools

Not supported Contrasting user activity

H7 The amount of in-team communication is increased by the use of social media tools.

Not supported Regression analysis, contrasting user activity

H8 The quality of in-team communication is increased by social media tools

Supported Contrasting user activity

H9 The level of centralization is decreased by intra- organizational utilization of social media tools.

Not supported Regression analysis, contrasting user activity

organizational utilization of social media tools analysis, contrasting user activity

H11 Senior manager commitment and involvement is increased by intra-organizational utilization of social media tools.

Not supported Regression analysis, contrasting user activity

H12 An organization’s innovative climate and culture

is perceived to be better due to the intra- organizational utilization of the social media tools

Not supported Regression analysis, contrasting user activity

H13 Task requirements reflect degradingly on organizational members' use of social media tools

Not supported Regression analysis, contrasting user activity

H14 Idea selection is better with intra-organizational utilization of social media tools

Supported Regression analysis, contrasting user activity