Social Networking Sites Use Continuance in Organizations Through a Comparative Study

Many social networking sites (SNS) are eventually abandoned in both developed and Global South countries. Conventional Information Systems (IS) studies have often relied on Hofstede’s cultural dimensions, overlooking how external societal factors shape perceptions of technology. Therefore, research should examine these constraints across regions to better understand technology continuance use. Our research, conducted in Canada and Guinea, used partial least squares (PLS) and structural equation modeling and found that, in both nations, user habit is the primary driver of continued SNS use. This study offers insights into factors affecting employees’ ongoing SNS use in both Western and Global South countries. The practical implication is to create conditions that support these habits, thereby increasing automaticity in a stable setting.