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Enterprise social media and its exogenous technological affordances are introduced as action opportunities in an organization during implementation, to be discovered and acted upon by users to effect various performance outcomes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A case study approach was adopted. Data was collected on five fashion companies that have implemented enterprise social media for their internal communication.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings show that fashion companies adopt enterprise social media offered by external vendors to actively seek more effective internal communication and collaboration among their employees. However, fashion companies embark on different pathways of discovering and actualizing the affordances from the newly implemented enterprise social media. As a result, these firms achieved various kinds of performance benefits, which range from improved customer loyalty to enhanced innovation performance.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is the first to introduce a discovery perspective to affordance theory and systematically document the success of enterprise social media appropriation by companies in the fashion and apparel industries.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-01-2020-0036","type":"journal-article","created":{"date-parts":[[2020,10,1]],"date-time":"2020-10-01T13:12:05Z","timestamp":1601557925000},"page":"1797-1812","source":"Crossref","is-referenced-by-count":17,"title":["Technological affordance discovery in enterprise social media success"],"prefix":"10.1108","volume":"120","author":[{"given":"Keng Hong","family":"Ng","sequence":"first","affiliation":[]},{"given":"Rachel W.Y.","family":"Yee","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020101902273726700_ref501","unstructured":"Adidas (2018), \u201cGroup Profile\u201d, available at: https:\/\/www.adidas-group.com\/en\/group\/profile\/ (accessed 10 July 2018)."},{"key":"key2020101902273726700_ref001","doi-asserted-by":"crossref","first-page":"11","DOI":"10.1002\/sej.4","article-title":"Discovery and creation: alternative theories of entrepreneurial action","volume":"1","year":"2007","journal-title":"Strategic Entrepreneurship Journal"},{"key":"key2020101902273726700_ref502","volume-title":"The State of Fashion 2020","year":"2020"},{"key":"key2020101902273726700_ref002","doi-asserted-by":"crossref","first-page":"67","DOI":"10.1145\/1859204.1859225","article-title":"Business impact of Web 2.0 technologies","volume":"53","year":"2010","journal-title":"Communications of the ACM"},{"key":"key2020101902273726700_ref003","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1287\/isre.1120.0470","article-title":"Introduction to the special issue\u2014social media and business transformation: a framework for research","volume":"24","year":"2013","journal-title":"Information Systems Research"},{"key":"key2020101902273726700_ref004","volume-title":"Publishing Qualitative Research in Academy of Management Discoveries","year":"2016"},{"key":"key2020101902273726700_ref005","unstructured":"Atlassian (2018), \u201cGilt fashions unique agile development culture with Atlassian\u201d, available at: https:\/\/www.atlassian.com\/customers\/gilt (accessed 6 June 2018)."},{"key":"key2020101902273726700_ref006","first-page":"51","article-title":"An activity theory approach to affordance","year":"2002"},{"key":"key2020101902273726700_ref007","doi-asserted-by":"crossref","first-page":"78","DOI":"10.2307\/2392767","article-title":"Technology as an occasion for structuring: evidence from observations of CT scanners and the social order of radiology departments","volume":"31","year":"1986","journal-title":"Administrative Science Quarterly"},{"key":"key2020101902273726700_ref008","volume-title":"Enterprise 2.0: Is it Time for Your Organization to Make the Transition?","year":"2008"},{"key":"key2020101902273726700_ref009","doi-asserted-by":"crossref","first-page":"257","DOI":"10.1007\/s10796-013-9433-x","article-title":"Social media assimilation in firms: investigating the roles of absorptive capacity and institutional pressures","volume":"16","year":"2014","journal-title":"Information Systems Frontiers"},{"key":"key2020101902273726700_ref010","unstructured":"Calnan, M. 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