The connection between social networks and organizational culture

Lidija Galić, Ivana Mabić

The aim of this research was to determine the extent to which the use of social networks reflects on organizational culture in the IT sector in Bosnia and Herzegovina and whether there is a connection between them. Starting from theoretical assumptions about the role of social networks in shaping organizational norms, attitudes, values and experiences, a research model based on two hypotheses was developed. The empirical research was conducted using an online questionnaire method via the Google Forms platform, and the sample included 230 employees of IT organizations selected by simple random sampling. Data analysis was performed in the SPSS and Microsoft Excel software packages. The results obtained show that the use of social networks significantly affects certain indicators of organizational culture, which confirmed hypothesis H1. Furthermore, a connection was established between organizational culture and social networks (H2). These findings confirm the importance of understanding social networks as factors that contribute to the formation of organizational identity, communication patterns and interpersonal relationships within IT organizations. The research has practical implications for management, HR staff and digital experts, especially in the context of managing organizational culture in a digital environment. But also for the academic community in the context of organizational behavior, management, communication studies, etc. It is recommended to expand future research to other sectors in order to compare the results obtained.