Abstract

Given the increasing interest in using social software for
company-internal communication and collaboration, this paper
examines drivers and inhibitors of micro-blogging adoption at the
workplace. While nearly one in two companies is currently
planning to introduce social software, there is no empirically
validated research on employees’ adoption. In this paper, we build
on previous focus group results and test our research model in an
empirical study using Structural Equation Modeling. Based on our
findings, we derive recommendations on how to foster adoption.
We suggest that micro-blogging should be presented to employees
as an efficient means of communication, personal brand building,
and knowledge management. In order to particularly promote
content contribution, privacy concerns should be eased by setting
clear rules on who has access to postings and for how long they
will be archived.

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