Posters versus lurkers: Improving participation in enterprise social networks through promotional messages

Alarifi, Abdulrahman, Sedera, Darshana, & Recker, Jan (2015) Posters versus lurkers: Improving participation in enterprise social networks through promotional messages. In ICIS 2015 Proceedings, The Association for Information Systems (AIS), Fort Worth Convention Center, Fort Worth, Texas, USA.

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Enterprise social networks (ESNs) often fail if there are few or no contributors of content. Promotional messages are among the common interventions used to improve participation. While most users only read others’ content (i.e. lurk), contributors who create content (i.e. post) account for only 1% of the users. Research on interventions to improve participation across dissimilar groups is scarce especially in work settings. We develop a model that examines four key motivations of posting and lurking. We employ the elaboration likelihood model to understand how promotional messages influence lurkers’ and posters’ beliefs and participation. We test our model with data collected from 366 members in two corporate Google⁺ communities in a large Australian retail organization. We find that posters and lurkers are motivated and hindered by different factors. Promotional messages do not – always – yield the hoped-for results among lurkers; however, they do make posters more enthusiastic to participate.

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ID Code: 87663
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Enterprise social networks, promotional messages, Motivation, lurker, poster, elaboration likelihood model, survey
Divisions: Past > QUT Faculties & Divisions > Faculty of Science and Technology
Current > Schools > School of Information Systems
Copyright Owner: Copyright 2015 please consult author[s].
Deposited On: 22 Sep 2015 23:47
Last Modified: 17 Nov 2016 06:36

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