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Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter

Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter

Thomas Mattson, Salvatore Aurigemma
Copyright: © 2018 |Volume: 30 |Issue: 1 |Pages: 21
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781522542209|DOI: 10.4018/JOEUC.2018010102
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MLA

Mattson, Thomas, and Salvatore Aurigemma. "Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter." JOEUC vol.30, no.1 2018: pp.23-43. http://doi.org/10.4018/JOEUC.2018010102

APA

Mattson, T. & Aurigemma, S. (2018). Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter. Journal of Organizational and End User Computing (JOEUC), 30(1), 23-43. http://doi.org/10.4018/JOEUC.2018010102

Chicago

Mattson, Thomas, and Salvatore Aurigemma. "Running with the Pack: The Impact of Middle-Status Conformity on the Post-Adoption Organizational Use of Twitter," Journal of Organizational and End User Computing (JOEUC) 30, no.1: 23-43. http://doi.org/10.4018/JOEUC.2018010102

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Abstract

Prior literature has utilized many theories to explain an organization's post-adoption technology use of social media platforms, but none of the common models include status as either a primary or a moderating variable. This is a significant gap in the literature because status is a structural enabler and inhibitor that determines acceptable and unacceptable behavior in a given setting. In an empirical study of Twitter and the cultural norm of retweeting for a sample of US colleges and universities, the authors demonstrate the following: (1) middle-status institutions had a higher likelihood of following the retweeting cultural norm relative to their high- and low-status counterparts, (2) middle- and low-status institutions who followed the retweeting cultural norm in a manner consistent with their status experienced greater post-adoption success relative to those institutions who did not, but the reverse was evident for high-status institutions (who appear to be rewarded for deviation from this cultural norm), and (3) the negative effect of deviating from retweeting cultural norms on post-adoption success is more pronounced with decreasing status.

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