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This study explores the factors that affect the use of software testing automation in different types of organizations. A case study was conducted in five organizations that develop and test technical software for the automation or telecommunication domains. The data was collected from interviews with managers, testers, and developers in each organization. The grounded theory was used as the data analysis method. According to the results, the factors which emphasize the wide use of testing automation include that the tested products are generic and independent of third-party systems. Low human involvement in testing, steady underlying technology, and reusability support the use of testing automation.