Universität zu Köln

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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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 Section, Proceedings Item or annotation in a legal commentary
Creators:	Creators Email ORCID Alarifi, Abdulrahman UNSPECIFIED UNSPECIFIED Sedera, Darshana UNSPECIFIED UNSPECIFIED Recker, Jan C. UNSPECIFIED orcid.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:	Keywords Language Enterprise social networks English promotional messages English Motivation English lurker English poster English elaboration likelihood model English survey English
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:	Publication
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