Diffusion of a Professional Social Network: Business School Graduates in Focus


Online professional social networks are becoming an instrumental tool to facilitate relationships between business and technology professionals for career success. Even though tools such as LinkedIn can be used to manage human capital for career success use and adoption still is not universally accepted. This paper seeks to better understand the effect university, gender, and degree type has on the diffusion of an online social network (LinkedIn) across three years (2011 to 2014). The authors' findings show diffusion is not consistent across business school graduates. Their business school fndings suggest that university, gender, and degree type have signifcant associations with LinkedIn participation. This is the case even though the majority of graduates still have yet to join the LinkedIn social network. An analysis of the results and future research directions are presented.


Business and Information Technology

Keywords and Phrases

Business school; LinkedIn; Social network diffusion; Social networking

International Standard Serial Number (ISSN)

1947-3478; 1947-3486

Document Type

Article - Journal

Document Version


File Type





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Publication Date

01 Oct 2015