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A Three-Stage Adoption Process for Social Media Use in Government

Mergel, Ines ; Bretschneider, Stuart I.

Public administration review, 2013-05, Vol.73 (3), p.390-400 [Peer Reviewed Journal]

Hoboken, USA: Wiley Subscription Services, Inc

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  • Title:
    A Three-Stage Adoption Process for Social Media Use in Government
  • Author: Mergel, Ines ; Bretschneider, Stuart I.
  • Subjects: Adoption of Innovations ; Communication ; Communications technology ; Emerging technology ; Experimentation ; Experiments ; Government ; Government Regulation ; Information and communication technologies ; Information technology ; Interaction ; Interactionism ; Markets ; Mass Media ; News content ; Processes ; Public administration ; Public sector ; Regulation ; Social interaction ; Social media ; Social networks ; Technological dependence ; Technological innovation ; Technology ; Technology adoption ; Technology policy ; Telecommunications
  • Is Part Of: Public administration review, 2013-05, Vol.73 (3), p.390-400
  • Notes: ark:/67375/WNG-3T7FPD11-8
    istex:FA3CE58C45A0F6C288DE9D15F33E3BF31F4D5435
    ArticleID:PUAR12021
    E‐mail
    sibretsc@maxwell.syr.edu
    http://inesmergel. wordpress.com
    is assistant professor of public administration and international affairs in the Maxwell School of Citizenship and Public Affairs at Syracuse University. She is a senior research fellow in the Center for Technology and Information Policy and the Campbell Institute of Public Affairs. Her research focuses on the adoption tactics and strategies of new technologies in the public sector. She frequently blogs about these topics at
    Ines Mergel
    is the Maxwell Professor of Public Administration and International Affairs and the Laura J. and L. Douglas Meredith Professor for Teaching Excellence at Syracuse University. He is also director of the Center for Technology and Information Policy. His research focuses on information technology in government, revenue forecasting, public management, environmental policy, and science and technology policy.
    iamergel@maxwell.syr.edu
    .
    Stuart I. Bretschneider
    ObjectType-Article-2
    SourceType-Scholarly Journals-1
    ObjectType-Feature-1
    content type line 23
    ObjectType-Article-1
    ObjectType-Feature-2
  • Description: Social media applications are slowly diffusing across all levels of government. The organizational dynamics underlying adoption and use decisions follow a process similar to that for previous waves of new information and communication technologies. The authors suggest that the organizational diffusion of these types of new information and communication technologies, initially aimed at individual use and available through markets, including social media applications, follows a three-stage process. First, agencies experiment informally with social media outside of accepted technology use policies. Next, order evolves from the first chaotic stage as government organizations recognize the need to draft norms and regulations. Finally, organizational institutions evolve that clearly outline appropriate behavior, types of interactions, and new modes of communication that subsequently are formalized in social media strategies and policies. For each of the stages, the authors provide examples and a set of propositions to guide future research.
  • Publisher: Hoboken, USA: Wiley Subscription Services, Inc
  • Language: English
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