Indices related to sentiment, reach, influence, number of followers, retweets, likes, comments, and view scores formed the datasets that were examined by applying multiple correspondence analysis as well as the hierarchical clustering method. Mediatoolkit has been used to scrap data deriving from the activity of the WeWork Instagram and Twitter accounts which were collected on a 24/7 basis from varying locations and in multiple languages in a fifteen-day time window. In this paper an investigation of social media marketing techniques of Coworking spaces’ type of business is performed, using datasets acquired using social media monitoring tools. It problematizes engagement with NWW by highlighting how the flexibility to work anytime, anywhere is tied to new responsibilities, including spacing work and spatial self-management, as workers are required to coproduce and aptly navigate the sites and vibes of NWW to achieve personal productivity and affective sociality. Second, it contributes to existing knowledge on space by shifting the focus from physical sites to spatial atmospheres and vibes that are produced through technology use and the copresence of others.

First, this article adds to research on the relational and dialectic nature of technology by documenting its implications in the constitution of CWS as site, contestation, and atmosphere. Empirically, it draws from a qualitative study of 25 CWS and offers a theorization of the co-constitutive processes with relevant insights for both technology and organization studies. Conceptually, this article links research on technology as a sociomaterial practice with literature on organizational space. This article addresses this shift by examining the spatial consequences of everyday practices of technology in the context of coworking spaces (CWS) as a pronounced example of where NWW take place. Mobile and network technologies enable new ways of working (NWW) that disrupt spatial relations and move work to spaces outside formal organizational boundaries. Drawing upon a case study of coworking spaces in Switzerland, our findings highlight that coworking spaces in rural areas adopt different positioning strategy and revenue generation to exploit the advantages of their location. Therefore, to fill in this gap in the literature, this current paper adopts a mixed method approach to investigate the similarities and differences of business models in rural and urban areas, with a special focus on value creation, the roles of community hosts, and the evolution of business models. Moreover, in the current scholarship discourse, there is little known about how business models of coworking spaces in rural areas work, given their location disadvantages. That means existing research leaves the phenomenon coworking spaces in rural areas largely unexplored. At the same time, the research interest in coworking spaces privileges cities and urban centres.

In recent years, coworking spaces have not only rapidly increased in cosmopolitan cities, they have been also emerged in rural areas.

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