Motivations to use multifunctional public goods in organizations: using agent-based modeling to explore differential uses of enterprise social media

This work conceptualizes enterprise social media (ESM) as a multifunctional public good that both supports communication that connects users directly and allows users to contribute or access communal information. We show how differing motivations to use an ESM-connective or communal goals-interact with individuals' perceptions of activity on a platform, and the consequences this has for individual participation decisions and the viability of the digital space. We begin with a case study of the adoption of an ESM platform within a single organization. We then apply findings from this case study, combined with broader theories of technology adoption, to create agent-based simulations. We show that the connective and communal aspects of an ESM complement each other and can spur adoption; we also identify the importance of information decay as a variable influencing collective adoption. We end with a discussion of the theoretical and practical implications of our results.