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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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
CreatorsEmailORCIDORCID Put Code
Recker, Jan
URN: urn:nbn:de:hbz:38-88634
Title of Book: Exploring the information frontier : International Conference on Information Systems (ICIS 2015) : Fort Worth, Texas, USA, 13-16 December 2015
Date: December 2015
Publisher: Curran Associates, Inc.
Place of Publication: Red Hook, NY
Language: English
Faculty: Faculty of Management, Economy and Social Sciences
Divisions: Weitere Institute, Arbeits- und Forschungsgruppen > Cologne Institute for Information Systems (CIIS)
Faculty of Management, Economics and Social Sciences > Business Administration > Information Systems > Chair for Information Systems and Systems Development
Subjects: Data processing Computer science
Management and auxiliary services
Uncontrolled Keywords:
Enterprise social networksEnglish
promotional messagesEnglish
elaboration likelihood modelEnglish
Related URLs:
Refereed: Yes


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