Micro-Blogging Adoption in the Enterprise: An Empirical Analysis

Abstract: Given the increasing interest in using social software for company-internal communication and collaboration, this paper examines drivers and inhibitors of micro-blogging adoption at the workplace. While nearly one in two companies is currently planning to introduce social software, there is no empirically validated research on employees’ adoption. In this paper, we build on previous focus group results and test our research model in an empirical study using Structural Equation Modeling. Based on our findings, we derive recommendations on how to foster adoption. We suggest that micro-blogging should be presented to employees as an efficient means of communication, personal brand building, and knowledge management. In order to particularly promote content contribution, privacy concerns should be eased by setting clear rules on who has access to postings and for how long they will be archived.

Reference: Valentin Schöndienst, Hanna Krasnova, Oliver Günther, and Dirk Riehle. “Micro-Blogging Adoption in the Enterprise: An Empirical Analysis.” In Proceedings of the 10th International Conference on Wirtschaftsinformatik (WI 2011). Page 931-940.

The paper is available in PDF form. You may also like the prior paper “Modeling Micro-Blogging Adoption in the Enterprise” as well as my “patterns of effective tweeting”.

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