I SURF ON THE WEB, YOU SURF ON THE WEB, BUT BOTH SHOULD BE WORKING: A NETNOGRAPHIC STUDY OF THE MANIFESTATION OF CYBERLOAFING IN ONLINE SOCIAL INTERACTIONS

Abstract

In an increasingly digital and technological organizational context, cyberloafing can be perceived in a recurrent way: the use of ICT in the workplace for personal purposes, not pertinent to work. This phenomenon can be perceived in several practices, especially, access to virtual social networks in the workplace for non-professional purposes. The general objective of this study was to understand cyberloafing through engagement in online interactions by Reddit virtual social network users. A qualitative netnography immersion approach was used as one of the authors involved herself in the Reddit Brazilian community. A documentary analysis was carried out, gathering content produced in community members without interference from the researchers, and a participant observation, making comments or postings that encouraged the informant(s) to express their experiences of cyberloafing. Specific manifestations about the phenomenon or about any other issue concerning cyberloafing were considered. There was a greater frequency of serious cyberloafing practices, as well as manifestations about organizational and individual antecedents. Despite identifying positive outcomes of cyberloafing, the negative ones definitely stood out. Managerial positions regarding the personal use of ICTs during work hours varied. Some organizations are more restrictive, while others are permissive. Demonstrations of coercive control strategies or measures happened more frequently. The relevance of the study results from it presenting cyberloafing in a broad way, spontaneously manifested by its practitioners, in a virtual environment that is favorable to the occurrence of the phenomenon.