NDLI: Forming and norming social media adoption in the corporate sector

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Forming and norming social media adoption in the corporate sector

Content Provider	ACM Digital Library
Author	Mugar, Gabriel Jarrahi, Mohammad Hossein Mergel, Ines
Abstract	Social media increasingly pervade the business context. Despite the widespread fascination with the transformative capabilities of these tools, and an increased observability of online social media practices in the corporate sector, the adoption process at the organizational level as well as its consequences on policies and strategies are currently less understood. To ameliorate this gap, this study sets out to examine adoption patterns and their resulting organizational policies and strategies that influence or are influenced by specific adoption behaviors. In doing so, this study builds on findings of an interpretive case analysis, that integrates insights from various social media strategists, purposively selected from multiple industries. Guided by several technology adoption frameworks -- primarily Orlikowski's structurational analysis - three distinct pathways of social media adoption emerged from the data: (1) early adopters, (2) internal mavericks and (3) bandwagon jumpers. Each pathway is driven by either internal or external social behaviors, and leads to distinct organizational social media practices. Our data shows that existing organizational polices and norms mediate social media adoption practices while in turn, innovative adoption practices transform and influence the emergence of policies and norms in the form of a reflexive feedback mechanism.
Starting Page	152
Ending Page	159
Page Count	8
File Format	PDF
ISBN	9781450307826
DOI	10.1145/2132176.2132196
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-02-07
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Adoption of innovation Structuration Corporate sector Social media Standardization of use
Content Type	Text
Resource Type	Article

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