The proliferation of enterprise social media (ESM) has resulted in a research domain focused on its potential influence on the sustainable development of enterprises. Visibility has been increasingly applied as a useful lens through which to explore the effects of ESM. However, most prior research either has not addressed the multi-dimensionality of this concept or has not fully explored its dimensions separately. To bridge this knowledge gap, this paper identifies four categories of visibility to explore how they affect the process of an individual's vicarious learning. We propose eight theoretical propositions and verify them through a confirmatory case study. The results show that each type of visibility affects the vicarious learning process in its own unique manner. Our research makes significant contributions to the literature by extending the existing implications of vicarious learning and ESM visibility and investigating their relationships, laying a strong foundation for further theoretical work. In addition, our research provides valuable insights and guidance for ESM practitioners.

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