Perceived critical mass and collective intention in social media-supported small group communication

• The use of social media (e.g., instant messaging) is conceptualized as an intentional social action with collective intention as the focus of interest.
• A collective intention-based research model is developed based on critical mass theory and social influence processes.
• Perceived critical mass influences usage we-intention both directly and indirectly through group norm and social identity.

The increasing popularity of Web 2.0 has dramatically changed the way in which people communicate with others in their daily life or work. However, the use of social media is fundamentally different from that of traditional information technologies. Specifically, it requires collective efforts and interdependence between two or more people, and thus the usage behavior is no longer an individual's own decision or plan. Built on critical mass theory and social influence processes, this study tries to make an attempt to understand the determinants of collective intention (we-intention), which represents one's perception of a group of people acting as a unit. Instant messaging, one of the most popular social media platforms, has been chosen for investigation, and findings from a survey showed that perceived critical mass influenced we-intention both directly and indirectly through group norm and social identity. Recognizing the importance and relevance of collective intention will advance current understanding beyond individual intention-based models which are widely adopted in prior IS research. This study may be limited by having not included other alternative social technologies, but we leave this work for future research.