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

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.