The data sample consisted of all messages posted on the EMB
platform during the second half of 2010. Because the
platform had been implemented in the second quarter of 2009,
characteristics associated with the initial assimilation stage,
such as use lags and unstable utilization (Rogers 1995),
should not have affected user behavior in our sample. The
dataset comprised 15,505 message postings by 1,921 different
users who posted at least one message during the investigation
period. Each user posted about eight messages on
average, with a highly skewed distribution in which only 20
percent of users posted more than 83 percent of all messages.
Approximately 80 percent of these users worked in the IT
department, one of the largest internal departments of this
financial institution. Moreover, across all age groups, parti-