Choice Modeling of Enterprise Social Media Adoptions

To date, many studies focusing on the adoption rates of social media platforms in Fortune 500 firms have been conducted; however, little is known of the adoption time of such platforms, and the relationships between different social media adoptions. This study explores these aspects of social media using a proposed analysis integrating econometric analysis and data mining. Granger causality assists in constructing causal forecasting models of social media adoption time, whereas association rule mining, which can be visualized by dependency network graphs, contributes to understanding hidden relationships among enterprise social media adoption choices. The proposed analysis can account for the unexplained phenomena in a complementary way because different aspects can be drawn from the results of both econometric analysis and data mining.