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Limited research has espoused a comparative perspective to study social networking sites’ (SNS) use continuance despite most of them being abandoned after initial adoption. Most existing empirical works have been undertaken in western contexts, and they do not consider country-origin influence. Thus, they are of little benefit to global and transnational organizations. Awareness of countries’ similarities and contrasts provides the basis for understanding people’s behaviors in cross-cultural contexts, which can be crucial to ensuring technology acceptance and success, especially in multinational organizations. Our research aims to explain why and how people use SNSs sustainably in the workplace through a model and comparative study.

The theoretical framework was developed to integrate and extend two major behavioral adoption and technology use models in explaining SNS use continuance. This paper collected data through a survey and analyzed it using structural equation modeling through partial least squares (PLS).

One major contribution of this study is to highlight that the users in selected countries are driven strongly by subconscious factors rather than traditional factors based on the system attributes and users’ perceived rationality of continuing to use SNSs.

This paper recommends that the model in this study be tested in other technology environments to evaluate the external validity of the research study. The research was based on an unspecified platform, but each SNS may have its own singularities that should merit further consideration.

This paper will contribute to the literature by integrating and extending two major theoretical frameworks and espousing a cross-national perspective.

This paper aims to better comprehend the psychological elements that drive the adoption of social networking sites (SNS). The paper attempts to explain the reasons why people sustainably use social networking websites in the workplace and how this happens.

Using a survey to collect data that was analyzed using structural equation modeling by applying the partial least squares technique.

The results indicated that SNS use continuance was due more to habit rather than established perceived and normative beliefs such as satisfaction and social norms.

The authors recommend that the model in the study be tested in other technology environments to evaluate the external validity of the research study. The research was based on an unspecific platform, but each SNS may have its singularity that should merit further consideration.

Peers or coworker influences were noticeable in shaping one’s normative beliefs to continue using SNS in the organization. In this regard, it will be interesting to identify the mechanisms that raise the awareness of SNS in the employees’ social networks in the organization. Specifically, it will be an advantage to reach out to peers in promoting SNS use in the organization because they speak the same language as their fellow employees.

Despite several benefits related to SNS use in organizations, studies showed that most of these technologies are boycotted in the workplace. Although extensive studies are dedicated to understanding information and communication technology use continuance in general, this paper aims to inform both academicians interested in the use of enterprise SNS for business purposes and business actors concerned with growing SNS usage and retaining its users in their organizations. The paper will contribute to information systems continuance literature by integrating and extending two major theoretical frameworks.