Peripheral, central and coercive routes for promoting Enterprise Social Networks

Alarifi, Abdulrahman & Sedera, Darshana (2014) Peripheral, central and coercive routes for promoting Enterprise Social Networks. In Proceedings of the 25th Australasian Conference on Information Systems, ACIS, The Association for Information Systems (AIS), Auckland, New Zealand. (In Press)

View at publisher


Organisations employ Enterprise Social Networks (ESNs) (such as Yammer) expecting better intra-organisational communication and collaboration. However, ESNs are struggling to gain momentum and wide adoption among users. Promoting user participation is a challenge, particularly in relation to lurkers – the silent ESN members who do not contribute any content. Building on behaviour change research, we propose a three-route model consisting of the central, peripheral and coercive routes of influence that depict users’ cognitive strategies, and we examine how management interventions (e.g. sending promotional emails) impact users’ beliefs and (consequent) posting and lurking behaviours in ESNs. Furthermore, we identify users’ salient motivations to lurk or post. We employ a multi-method research design to conceptualise, operationalise and validate the research model. This study has implications for academics and practitioners regarding the nature, patterns and outcomes of management interventions in prompting ESN.

Impact and interest:

1 citations in Scopus
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 78349
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Enterprise social network, elaboration likelihood model, social influence theory, lurkers, posters
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600)
Divisions: Past > QUT Faculties & Divisions > Faculty of Science and Technology
Current > Schools > School of Information Systems
Copyright Owner: Copyright 2014 Please consult the author.
Copyright Statement: Abdulrahman H. E. Alarifi and Darshana Sedera © 2014. The authors assign to ACIS and educational and non-profit institutions a non-exclusive licence to use this document for personal use and in courses of instruction provided that the article is used in full and this copyright statement is reproduced. The authors also grant a non-exclusive licence to ACIS to publish this document in full in the Conference Papers and Proceedings. Those documents may be published on the World Wide Web, CD-ROM, in printed form, and on mirror sites on the World Wide Web. Any other usage is prohibited without the express permission of the authors.
Deposited On: 03 Nov 2014 05:45
Last Modified: 10 Dec 2014 23:28

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page