Employee Adoption of Corporate Blogs: A Quantitative Analysis

A new form of computer mediated communication that promises to revolutionize the way organizations communicate is internal corporate blogs. However, the academic literature on this relatively new phenomenon is limited. In this study, we apply the traditional theories of technology adoption and innovation diffusion to examine the role of socio-demographic characteristics and social networks in blog adoption by employees in a large multi-national corporation. The results indicate that individual characteristics such as age are negatively correlated with adoption, while there is no significant impact of gender. At the same time, managerial influences and usage in spatial networks explain much of the variance in adoption. We elaborate on the significance of these findings, and discuss future research plans in this direction.