Forming and norming social media adoption in the corporate sector

Ines Mergel, Gabriel Mugar, Mohammad Hossein Jarrahi

Research output: Chapter in Book/Entry/PoemConference contribution

4 Scopus citations


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.

Original languageEnglish (US)
Title of host publicationProceedings of the 2012 iConference
Subtitle of host publicationCulture, Design, Society, iConference 2012
Number of pages8
StatePublished - 2012
Event2012 iConference: Culture, Design, Society, iConference 2012 - Toronto, ON, Canada
Duration: Feb 7 2012Feb 10 2012

Publication series

NameACM International Conference Proceeding Series


Other2012 iConference: Culture, Design, Society, iConference 2012
CityToronto, ON


  • adoption of innovation
  • corporate sector
  • social media
  • standardization of use
  • structuration

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications


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