Alarifi, Abdulrahman, Sedera, Darshana and Recker, Jan C. ORCID: 0000-0002-2072-5792 (2015). Posters versus lurkers: Improving participation in enterprise social networks through promotional messages. In: Exploring the information frontier : International Conference on Information Systems (ICIS 2015) : Fort Worth, Texas, USA, 13-16 December 2015, Red Hook, NY: Curran Associates, Inc..

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Link to the document: https://eprints.qut.edu.au/87663/

Abstract

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.

Item Type: Book Chapter or Proceedings Item
Creators:
CreatorsEmailORCID
Alarifi, AbdulrahmanUNSPECIFIEDUNSPECIFIED
Sedera, DarshanaUNSPECIFIEDUNSPECIFIED
Recker, Jan C.UNSPECIFIEDorcid.org/0000-0002-2072-5792
URN: urn:nbn:de:hbz:38-88634
Publisher: Curran Associates, Inc.
Subjects: Data processing Computer science
Management and auxiliary services
Uncontrolled Keywords:
KeywordsLanguage
Enterprise social networksEnglish
promotional messagesEnglish
MotivationEnglish
lurkerEnglish
posterEnglish
elaboration likelihood modelEnglish
surveyEnglish
Faculty: Faculty of Management, Economy and Social Sciences
Divisions: Faculty of Management, Economy and Social Sciences > Cologne Institute for Information Systems (CIIS)
Language: English
Date: December 2015
Related URLs:
Place of Publication: Red Hook, NY
Refereed: Yes
Title of Book: Exploring the information frontier : International Conference on Information Systems (ICIS 2015) : Fort Worth, Texas, USA, 13-16 December 2015
URI: http://kups.ub.uni-koeln.de/id/eprint/8863

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