Ces dernières années, le Vietnam a rejoint de nombreuses associations économiques de commerce international, en particulier l’organisation mondiale du commerce en 2007. Cela a permis à un grand nombre d’entreprises multinationales de s’implanter dans ce pays. Ce développement s’est traduit par une augmentation de la concurrence dans les ressources humaines. En conséquence, la question de la fidélité des salariés devient une problématique importante pour les responsables des ressources humaines.Il est impossible de réussir au Vietnam sans comprendre le contexte social, historique et culturel dans lequel les entreprises agissent. Une bonne connaissance de la culture nationale et organisationnelle pourrait fournir une meilleure compréhension de leurs influences sur l’intention de rester des salariés dans leur entreprise. La problématique de cette recherche est « Quelles sont les dimensions culturelles organisationnelles qui interviennent sur l’intention de rester des salariés dans leur entreprise vietnamienne ?». L’objectif est donc de mesurer l’influence de la culture organisationnelle sur l’intention de rester des salariés. Une enquête par questionnaires a été réalisée en 2014 auprès de 2000 salariés travaillant dans 30 entreprises informatiques vietnamiennes. 734 questionnaires complets ont été retournés.Les données analysées par les logiciels SPSS et AMOS ont permis de tester les relations entre les variables de notre modèle.Les résultats confirment que (1) la culture du clan est la valeur culturelle dominante dans les entreprises vietnamiennes ; (2) la culture du clan, la culture de l’adhocratie, la culture de la hiérarchie, l’identification au groupe et l’identification organisationnelle constituent les principaux motifs de l’intention de rester des salariés ; (3) la satisfaction au travail et l’implication affective jouent un rôle médiateur dans la relation entre la culture organisationnelle et l’intention de rester dans l’entreprise. / In recent years, Vietnam has joined many international trade associations, particularly the Word Trade Organization in 2007. This has allowed a large number of multinational companies to set up operations in this country. This development leads to a high competition in terms of human resources. As a result, the employees’ loyalty becomes an important issue for human resources managers.It is impossible to succeed in Vietnam without understanding the culture and the social, historical, political context in which the enterprises operate. A good knowledge of national and organizational culture could provide a better understanding of their influence on the employees’ intention to stay in the company.The main question of this research is “What are the organizational culture’s dimensions that impact the employees’ intention to stay in Vietnamese companies?”. The aim is to measure the influence of organizational culture on the employees’ intention to stay. A survey with 2000 employees working in 30 Vietnamese high-technology enterprises was carried out in 2014. 734 complete questionnaires were returned.The data analyzed by the SPSS and AMOS software allowed us to test the relationships between the variables of our model. The results confirm that (1) the clan culture is the dominant cultural value in Vietnamese enterprises; (2) the clan culture, the adhocracy culture, the culture hierarchy, the identification with group and organizational identification are the main reasons for the employees’ intention to stay; (3) job satisfaction and affective involvement play a mediating role in the relationship between organizational culture and the intention to stay in their enterprise.

Made available in DSpace on 2016-03-15T19:30:43Z (GMT). No. of bitstreams: 1 Jose Carlos Thomaz.pdf: 1251676 bytes, checksum: 9d1b8c97ccd3454324281b7eab54a296 (MD5) Previous issue date: 2006-12-19 / Corporate reputation has been considered as a resource that can represent a source of value for corporations, given the resources based view perspective. How to define and how to characterize corporate reputation have deserved attention from several authors throughout the last years. It s measurement hasn t been reaching a common-sense and the attributes that have been used for measuring are not always straightforward and useful to the managerial head of corporations in the light of managing this valuable resource. The proposal of this study was to define corporate reputation and to understand how it is built and further study its relation to the performance of corporations. Through theory revision it was decided to use the concept definition based on the theoretical approach of social expectation that uses formative indicators for its measurement. This choice is based, among other reasons, on the possibility to more directly manage variables that represent the concept and hence assist with the achievement of performance derived from reputation, as it is pointed out on the theory of strategy and finance, among others. The development of the study went through a deciding phase, when a scale for construct measuring was created that would fit to the Brazilian cultural reality. Previous research from the author showed that scales developed in other countries present difficulties for the interviewed understanding. Further, these scales present indicators that are distant from the Brazilian sociocultural reality. For this, the following methods where used: systematic revision of the literature, research of qualitative data in four focal groups, field surveys involving 3 successive samples with 379 subjects, and statistics treatment of data collected by the field survey. The second step of the study counted with 1,025 answers from employees from 12 surveyed companies and counted with 1,114 answers from clients from these companies. The surveyed companies are the food companies, the automobile assembler companies, hospitals, colleges and passenger airliner. Data was statistically treated by using the software SPSS. With this software factorial and correlation analysis were performed. Data was also treated by applying structural equations modeling techniques under the method of the partial least squared (PLS), as formative indicators have been used. For this latter treatment the software SmartPLS was used. In this phase of the study an adequate structural model built on formative indicators was obtained. It is concluded that the developed scale is a feasible alternative to the currently available scale. Further, its advantage is that it is built on formative indicators of the corporate reputation. These formative indicators are useful for the managerial head, as they indicate the strategic points of their actuation for construction and maintenance of the corporate reputation. It could be concluded that corporate communication and organizational identification are critical factors for the formation of corporate reputation. It could be also concluded that corporate reputation is a resource, which the corporate performance can take advantage from. / A reputação corporativa tem sido considerada um recurso que pode ser uma fonte de valor para as empresas. Como defini-la e como caracterizá-la tem merecido a atenção de vários autores ao longo dos últimos anos. Sua mensuração não tem encontrado um denominador comum e os atributos que têm servido às mensurações nem sempre são objetivos e úteis aos administradores das organizações, no sentido de gerenciar este recurso citado como valioso. Defini-la e entender como se compõe para, em seguida, estudar sua relação com o desempenho das organizações foi a proposta deste estudo. A partir da revisão da teoria optou-se pela definição para o conceito baseado na corrente teórica de expectativas sociais, que usa indicadores formativos para a sua mensuração. Esta escolha está baseada, entre outras razões, na possibilidade de se poder mais diretamente gerenciar as variáveis que representam o conceito e, podendo assim, potencializar a realização do desempenho derivado da reputação como é apontado na teoria de estratégia e finanças, entre outras. O desenvolvimento do estudo passou por uma fase crucial que foi o desenvolvimento de uma escala de mensuração do construto, que se ajustasse à realidade cultural brasileira, pois pesquisa anterior do autor mostrou que escalas desenvolvidas em outros países apresentam dificuldade de entendimento para os respondentes além de apresentar indicadores que se distanciam da realidade sóciocultural brasileira. Para isso, utilizou-se os seguintes métodos: revisão sistemática da literatura, levantamentos de dados qualitativos em quatro grupos focais, pesquisas de campo envolvendo coleta de dados em três amostragens sucessivas com 379 sujeitos e tratamento estatístico dos dados coletados na pesquisa de campo. A segunda etapa do estudo contou com respostas obtidas de 1.025 funcionários de 12 empresas e de 1.114 clientes dessas empresas. As empresas são indústrias alimentícias, montadoras de automóveis, hospitais, faculdades e de transporte aéreo de passageiros. Os dados foram tratados estatisticamente com o software SPSS, com o qual se fizeram análises de correlação e fatorial. Os dados foram tratados também com a aplicação das técnicas da modelagem de equações estruturais, sob o método dos mínimos quadrados parciais (PLS), dado que se trabalhou com indicadores formativos. Para esse tratamento foi utilizado o software SmartPLS. Nesta fase do estudo, pôde-se obter um modelo estrutural considerado adequado, composto por indicadores formativos. Concluiu-se que a escala desenvolvida é uma alternativa viável às escalas atualmente disponíveis, com a vantagem de ser constituída por indicadores formativos da reputação corporativa, úteis aos gestores por indicarem os pontos estratégicos de sua atuação para construção e manutenção da reputação da organização. Concluiu-se que a comunicação corporativa e a identificação organizacional são fatores críticos para a formação da reputação corporativa, a qual é um recurso que pode influenciar o desempenho das organizações. Verificou-se também que a reputação corporativa medida pelos indicadores formativos tem forte correlação positiva com o desempenho medido por indicadores subjetivos reflexivos.

Submitted by Kennyo Ismail (kennyoismail@hotmail.com) on 2013-10-15T18:00:19Z No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2013-10-17T13:28:58Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-21T17:45:27Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Made available in DSpace on 2013-10-21T17:45:57Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) Previous issue date: 2013-09-26 / There are many freemasons who have distinguished themselves as leaders in different times and in different sectors of society. Given that the masonic experience and training is a common characteristic among these leaders, the understanding of the relationship between Freemasonry and the leadership and the measurement of the influence of masonic leaders over their teams, who can also be leaders in their work and social activities, becomes of great relevance to manag ement science and society in general. Based on the theories of social learning, social exchange and social identity, and on the premise of ethical leadership, referenced by masonic literature, the aim of this study was to evaluate the impact of ethical lea dership in moral identity and identification with the organization, as well as the consequences of its member's behaviors inside and outside the masonic organization. Altogether, thirteen hypotheses were formulated, originating two research models that wer e tested empirically through a quantitative study with 1571 freemasons of all Federal Units of Brazil. The discussion was enriched by the content analysis of an open question answered by 933 participants. The results indicate a positive influence of the e thical leadership on the mason's symbolized and internalized moral identity, on their prosocial behavior, their identification with the Blue Lodge, their satisfaction with life and with their group conscietiousness and voice. Finally, the theoretical and p ractical implications of the results are discussed and suggestions for further researchs are presented. / Muitos são os maçons que se destacaram como líderes nas mais diferentes épocas e nos mais diversos setores da sociedade. Tendo a experiência e formação maçônica como característica comum entre tais líderes, a compreensão da relação entre a Maçonaria e a liderança e a mensuração da influência dos líderes maçônicos sobre seus liderados, os quais podem também serem líderes em suas atividades sociais e profissionais, tornam-se de grande relevância para a ciência da administração e a sociedade, de uma forma geral. Tomando por base as teorias de aprendizagem social, de troca social e de identidade social, e partindo da premissa da liderança ética, referenciada pela literatura maçônica, o objetivo deste estudo foi avaliar o impacto da liderança ética na identidade moral e na identificação com a organização, considerando ainda as respectivas consequências nos comportamentos dos liderados dentro e fora da organização maçônica. Ao todo, 13 hipóteses foram formuladas, gerando dois modelos de pesquisa que foram testados empiricamente por meio de estudo quantitativo realizado com 1571 maçons de todas as Unidades Federativas do Brasil. A discussão dos resultados foi enriquecida com a análise de conteúdo de uma questão aberta presente no questionário, respondida por 933 participantes. Os resultados indicam uma influência positiva da liderança ética sobre a identidade moral simbolizada e internalizada dos maçons, sobre seu comportamento prósocial, sua identificação com a Loja Maçônica, sua satisfação com a vida e com a consciência e voz de grupo. Por fim, as implicações teóricas e práticas dos resultados obtidos são discutidas e sugestões para futuras pesquisas são apresentadas.

Nous avons choisi comme sujet d’étude de ce mémoire d’interroger les phénomènes d’identification organisationnelle à partir d’une approche centrée sur l’étude des interactions. À ces fins, nous avons adopté une approche s’inscrivant dans la continuité de celle des représentants du courant CCO (Communicative Constitution of Organization) sur la nature communicationnelle de la constitution des organisations. Selon cette perspective, la communication est appréhendée comme un processus organisant constituant l’organisation, un processus qui doit ainsi être considérée comme point de départ pour toute analyse organisationnelle (Putman, Nicotera et McPhee, 2009; Taylor et Van Every, 2000). Conformément à cette posture, la construction de l’identification, pensée comme acte de consubstantiation (la consubstantialité renvoyant, suivant Kenneth Burke, à toutes les qualités de nos identités respectives à partir desquelles nous pouvons créer un lien avec d’autres personnes), est analysée à travers l’étude des interactions organisationnelles. Pour étudier ce phénomène, nous avons choisi une démarche qualitative en prenant comme terrain d’enquête une entreprise de vente multiniveau (multi-level marketing), également appelée entreprise MLM. À partir d’une analyse des enregistrements de réunions et des observations que nous avons réalisées, le cas de l’entreprise MLM nous a éclairée sur la manière dont la consubstantialité se manifeste, se négocie et se reproduit dans les échanges. / In this thesis, we propose to examine the question of organizational identification by mobilizing an approach centered on the detailed study of interaction. To do so, we draw from the CCO framework (Communicative Constitution of Organization) and assume the communicational nature of the constitution of organizations. Communication is here understood as an organizing process that constitutes the organization, and can therefore be considered as the starting point for any organizational analysis (Putman, Nicotera and McPhee, 2009, Taylor and Van Every, 2000). By adopting this perspective, identification, conceived as an act of consubstantialization (where consubstantiality refers, echoing Kenneth Burke, to all the qualities of our respective identities from which we can develop a common basis of action with other people), is analyzed through the detailed study of interaction. To study this phenomenon, we adopted a qualitative approach by which we studied a multi-level marketing (MLM) company. Data were collected by videorecording distributors in their daily interactions, particularly while attending meetings and presentations. Our study allows us to show how a common substance is constructed, reproduced and negotiated through communication.

In der Dissertation nimmt sich die Verfasserin einem Phänomen an, das im deutschen Einzelhandel weit verbreitet ist, über das es aber kaum empirische Untersuchungen gibt: Die Behandlung geringfügig Beschäftigter und die entsprechenden Einstellungen der Betroffenen und des Stammpersonals. Als Grundlage für die empirische Untersuchung dienen die Soziale Identitätstheorie, das Common Ingroup Identity Model und die Revidierte Kontakttheorie. Auf Basis einer schriftlichen Befragung von 372 Stammmitarbeitern und 75 geringfügig Beschäftigten sowie 36 halbstrukturierten Interviews mit Personalverantwortlichen, Stamm- und geringfügig Beschäftigten in insgesamt 15 Unternehmen des überwiegend ostdeutschen Einzelhandels untersuchte die Verfasserin, ob sich geringfügig Beschäftigte mit ihrem Unternehmen identifizieren und sich in die Belegschaft der jeweiligen Filiale integriert fühlen. Außerdem ging die Verfasserin den Fragen nach, unter welchen Umständen sich geringfügig Beschäftigte in die Belegschaft integriert fühlen und in welchem Ausmaß und auf welche Weise die untersuchten Unternehmen die Integration der Minijobber bzw. Herausbildung einer gemeinsamen Gruppenidentität fördern. Darüber hinaus werden auch die Fragen geklärt, welche Auswirkungen eine mangelnde Integration auf die Kooperationsbeziehungen zwischen Stamm- und geringfügig Beschäftigten sowie auf die Verbleibabsicht, die Arbeitszufriedenheit und Organizational Citizenship Behavior hat. Die Ergebnisse der schriftlichen Befragung von Stammpersonal und geringfügig Beschäftigten zeigen, dass es scheinbar keine Beeinträchtigungen durch eine Distanzierung von geringfügig Beschäftigten im Hinblick auf die Unternehmen-Identifikation, die Kooperationsbereitschaft, die Verbleibabsicht und Allgemeine Arbeitszufriedenheit bei beiden Gruppen gibt. Die Ergebnisse der mündlichen Befragung geben dagegen Hinweise auf unkooperative, von Misstrauen geprägte Beziehungen zwischen beiden Gruppen und eine mangelnde Integration von geringfügig Beschäftigten. Eine Personalpolitik, die auf eine Ausgrenzung von geringfügig Beschäftigten ausgerichtet ist, kann die Wahrnehmung einer gemeinsamen Gruppenidentität zerstören und unkooperative und misstrauensgeprägte Beziehungen zwischen Stamm- und geringfügig Beschäftigten bewirken.

Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with the grocery retail expert aided us in the formulation of interview questions. The four interviews with two ICA stores’ personnel provided us with the empirical data needed for reaching the conclusions. Findings reveal that the involvement of personnel in communication with the consumers has positive a positive outcome. In this way, they can be seen as CSR ambassadors and, therefore, efficiently market the organization. To achieve CSR ambassadorship, employees and consumers must enhance organizational identification. One conclusion is that consumers may reach sustainable purchase behaviour when CSR ambassadorship is developed in coherence with a grocery retail store.

在組織合併的過程中，不同組織文化的成員，對其原屬院校有深厚的情感認同，而其對原組織認同程度的高低，是否會影響對於組織合併的態度；以及哪些人口統計變項會影響組織成員對於原組織的認同；哪些人口統計變項可用來解釋組織成員對組織變革理解程度的差異，都是本研究所欲探討的問題。 本研究針對國軍六所軍校的教師及隊職官為調查對象，探討他們對於「軍官基礎院校調併專案」的相關態度，藉以提供專案推動者及國防部政策高層去消弭抗拒變革的力量，或規避變革過程中的不良影響；以及規劃未來新設「軍官大學」之組織系統、課程規劃與設計之參考，使院校調併專案能如期如質地順利達成組織變革預期的目標。 本研究問卷設計內容包括「原組織認同度」、「社會支配傾向」、「變革接受度」與「變革理解度」、以及「變革擬案偏好選擇」等變項，以Likert 6尺度來衡量，並以變異數分析（ANOVA）、多元迴歸分析以及卡方檢定等統計方法進行檢定。總計回收有效問卷202份，回收率達67.3%。 經分析有效樣本結果如下： (一)組織成員背景中，性別與校別對原組織認同程度關係不會產生差異；(二) 組織成員背景中，年資對組織變革理解程度的關係不會產生差異；(三) 組織成員中，不會因性別因素而產生變革接受程度的差異；(四)個人的原組織認同程度的高低，對個人在選擇生活教育方案時，不會造成影響，但對選擇學年教育方案時，原組織認同高者，會使個人傾向選擇多元化學年教育方案；(五)個人的組織變革理解程度的高低，對個人選擇生活教育與學年教育方案時，並不會造成影響。本研究建議：(一)加強溝通以化解變革阻力、(二)積極建構「新組織意象」的認同度、(三)重視領導軍官與專業軍官的學年教育差異性、(四)整合各校優點發展軍官大學的特色等。

The World Health Organization has pointed to climate change as the most significant issue in the 21st century as a result of greenhouse gas emissions and environmental pollution. Organizations are leaning toward corporate social responsibility (CSR) and environmental management systems (EMS) to reverse the current trend; however, these efforts are often ineffective or pooly implemented. The purpose of this quantitative study was to determine the extent to which employees' proenvironmental behavior relates to their protection motivation and organizational identification, as well as their perception and knowledge of the organization's CSR and EMS, respectively. Using social identity as the theoretical framework, this research addressed how organizational and intrapersonal factors influence employees' proenvironmental behavior. One hundred-twenty employees from American-based organizations completed an online survey measuring self-assessed proenvironmental behaviors, among other variables. The results from a Pearson correlation analysis indicated that all of the independent variables had a significant positive relationship with employee proenvironmental behaviors. Multiple regression analysis showed that while each variable was a significant predictor of proenvironmental behaviors, only the economic dimension of CSR (β = .300, p = .014) and the self-efficacy dimension of protection motivation (β = .269, p = .037) significantly contributed to the model. Leaders' use of the findings may lead to positive social change through improved environmental performance in the form of decreased pollution, a more efficient use of natural resources, and reduced greenhouse gas emissions, all toward a more sustainable future.

Lojalitet gentemot arbetsgivare har tidigare ansetts vara en merit för anställda, medan det i dagens arbetsliv kan upplevas vara mer av en belastning. Lojala medarbetare får ofta en sämre löneutveckling och blir mindre attraktiva på arbetsmarknaden än de som med jämna mellanrum byter arbetsplats, vilket kan vara en orsak till att organisationer idag har problem med personalomsättningar där individer lämnar sina anställningar i snabbare takt än vad som förväntas. Detta ställer höga krav på organisationer att arbeta strategiskt med sitt personalarbete för att rekrytera rätt personal samt behålla dem. Studiens syfte var att undersöka varför vissa individer är mer benägna till att lämna sina organisationer än andra. Detta genomfördes genom att kvantitativt studera variablerna organisationsidentifikation, upplevd yrkesstatus och dess korrelation med individens intention att lämna sin organisation. Studien genomfördes i samarbete med Försvarsmakten och Skaraborgs regemente P4. Respondenterna i studien bestod av soldater från den 42:a mekaniserade bataljonen vilka samtliga tillhörde yrkeskategorin kontinuerligt anställda soldater. Resultatet visade signifikanta negativa samband mellan organisationsidentifikation och individens intention att lämna sin organisation (β=-.39, p=<.001) samt mellan yrkesstatus och intentionen att lämna sin organisation (β =-.35, p=<.001). Organisationsidentifikation hade även ett signifikant positivt samband med yrkesstatus (β =.34, p=<.001). Resultatet indikerar därmed på att organisationsidentifikation inte bara påverkar individens intention att lämna sin organisation, vilket även tidigare studier visat, utan att den även påverkar medarbetares upplevda yrkesstatus. Detta ger incitament till organisationer att aktivt arbeta med att öka sina anställdas organisationsidentifikation om yrkets status upplevs vara låg samt om personalomsättningen är för hög. / Loyalty towards the employer has been considered a merit in the past. In today'slabor, loyalty may instead be regarded as a burden on the loyal employee because he/she often gets lower wage and gets less attractive on the labor market than those who change jobs every once in a while. This may cause problems within the organizations, such as a high employee turnover where individuals leave their jobs in a faster pace than the organizations expect. This places high demands on organizations to work strategically with their Human Resources Department to recruit the right staff and retaining them in the organization. The purpose of this study was to examine why some individuals are more likely to leave their organizationsthan others. This was accomplished through measuring the variables organizational identification, perceived occupational status and its correlation with the intention to leave their organization. A quantitative survey was conducted in collaboration with the Swedish Armed Forces. The respondents consisted of professional soldiers from Skaraborgs regiment serving in the 42nd mechanized battalion. The results showed significant negative correlations between organizational identification and intention to leave their organization (β=-.39,p=<.001), and perceived occupational status and intention to leave their organization (β =-.35,p=<.001). Organizational identification also had a significant positive association with perceived occupational status (β=.34, p=<.001). The results indicate that organizational identification affects not only the intention to leave their organization, which also has been shown by previous studies, but also employees' perceived occupational status. This provides incentives for organizations to work actively to increase their employees' organizational identification if the employee’s perceive a low occupational status and if the turnover rates are high.

This research investigates the impact of social identity on employee engagement with companyowned social media platforms and how employees' identification with their organization influences their willingness to engage with these platforms. Drawing on Social Identity theory (SIT), this study explores how constructs like social categorization, social identification, and social comparison shape employee behaviors on company-owned social media (CoSM). A qualitative methodology was employed, involving 15 semi-structured interviews with employees from Northvolt, a Swedish battery manufacturer. Participants ranged from Quality Control Associates to Team Leaders, providing a comprehensive view across different roles within the company. Data was analyzed using thematic analysis to identify patterns and insights relevant to the research questions. Findings indicate that social identity significantly influences employee engagement on CoSM through themes such as Professionalism and Representation, Sense of Belonging and Unity, In-group Favoritism and Fairness, and Shared Values and Mission Alignment. Employees align their social media activities with professional and company values, contributing to a sense of belonging and unity while navigating the dynamics of in-group favoritism and shared organizational values. The study also reveals that employees' identification with their organization affects their willingness to engage with CoSM platforms, driven by themes such as Commitment to Organizational Goals, Influence of Leadership Actions, Job Satisfaction and Loyalty, and Personal Values and Organizational Fit. Engagement on CoSM reflects and reinforces commitment to organizational goals, influenced by leadership behaviors and aligned with personal values and organizational mission. The research highlights the practical implications of using CoSM for enhancing employee engagement, suggesting that organizations can leverage these platforms to foster a cohesive and committed workforce. Theoretical implications emphasize the role of SIT in understanding digital interactions within organizational contexts. Limitations include the focus on a single organization and the qualitative nature of the study, suggesting avenues for future research to explore diverse organizational settings and quantitative analyses. / Denna forskning undersöker effekten av social identitet på anställdas engagemang med företagsägda sociala medieplattformar och hur anställdas identifiering med sin organisation påverkar deras vilja att engagera sig i dessa plattformar. Med utgångspunkt i teorin om social identitet undersöker denna studie hur konstruktioner som social kategorisering, social identifikation och social jämförelse formar anställdas beteenden på CoSM. En kvalitativ metod användes, 15 semistrukturerade intervjuer med anställda från Northvolt, en svensk batteritillverkare. Deltagarna var allt från kvalitetskontrollmedarbetare till teamledare, vilket gav en heltäckande bild av olika roller inom företaget. Data analyserades med hjälp av tematisk analys för att identifiera mönster och insikter som är relevanta för forskningsfrågorna. Resultaten tyder på att social identitet i hög grad påverkar medarbetarnas engagemang på CoSM genom teman som Professionalism och representation, känsla av tillhörighet och enighet, favorisering och rättvisa inom gruppen samt gemensamma värderingar och uppdragsanpassning. Anställda anpassar sina aktiviteter i sociala medier till professionella värderingar och företagsvärderingar, vilket bidrar till en känsla av tillhörighet och enighet samtidigt som de navigerar i dynamiken i gruppfavorisering och delade organisatoriska värderingar. Studien visar också att medarbetarnas identifikation med sin organisation påverkar deras vilja att engagera sig med CoSM-plattformar, som drivs av teman som engagemang för organisatoriska mål, inflytande av ledarskapshandlingar, arbetstillfredsställelse och lojalitet samt personliga värderingar och organisatorisk passform. Engagemang i CoSM återspeglar och förstärker engagemanget för organisatoriska mål, influerat av ledarskapsbeteenden och i linje med personliga värderingar och organisationens uppdrag. Forskningen belyser de praktiska konsekvenserna av att använda CoSM för att öka medarbetarnas engagemang, vilket tyder på att organisationer kan utnyttja dessa plattformar för att främja en sammanhållen och engagerad arbetsstyrka. Teoretiska implikationer betonar SIT:s roll för att förstå digitala interaktioner inom organisatoriska sammanhang. Begränsningar inkluderar fokus på en enda organisation och studiens kvalitativa karaktär, vilket föreslår vägar för framtida forskning för att utforska olika organisatoriska inställningar och kvantitativa analyser