Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter
نویسندگان
چکیده
Priorliteraturehasutilizedmanytheoriestoexplainanorganization’spost-adoptiontechnologyuse ofsocialmediaplatforms,butnoneofthecommonmodelsincludestatusaseitheraprimaryora moderatingvariable.Thisisasignificantgapintheliteraturebecausestatusisastructuralenabler andinhibitorthatdeterminesacceptableandunacceptablebehaviorinagivensetting.Inanempirical studyofTwitterandtheculturalnormofretweetingforasampleofUScollegesanduniversities,the authorsdemonstratethefollowing:(1)middle-statusinstitutionshadahigherlikelihoodoffollowing theretweetingculturalnormrelativetotheirhigh-andlow-statuscounterparts,(2)middle-andlowstatusinstitutionswhofollowedtheretweetingculturalnorminamannerconsistentwiththeirstatus experiencedgreaterpost-adoptionsuccessrelativetothoseinstitutionswhodidnot,butthereverse wasevidentforhigh-statusinstitutions(whoappeartoberewardedfordeviationfromthiscultural norm), and (3) thenegativeeffectofdeviating fromretweetingculturalnormsonpost-adoption successismorepronouncedwithdecreasingstatus. KEywORdS Cultural Norms, Post-Adoption, Retweet, Social Media, Status, Theory of Middle-Status Conformity, Twitter
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ورودعنوان ژورنال:
- JOEUC
دوره 30 شماره
صفحات -
تاریخ انتشار 2018