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Granger causality assists in constructing causal forecasting models of social media adoption time, whereas association rule mining, which can be visualized by dependency network graphs, contributes to understanding hidden relationships among enterprise social media adoption choices. The proposed analysis can account for the unexplained phenomena in a complementary way because different aspects can be drawn from the results of both econometric analysis and data mining.<\/jats:p>","DOI":"10.4018\/ijea.2019010102","type":"journal-article","created":{"date-parts":[[2019,2,6]],"date-time":"2019-02-06T13:55:05Z","timestamp":1549461305000},"page":"12-24","source":"Crossref","is-referenced-by-count":0,"title":["Choice Modeling of Enterprise Social Media Adoptions"],"prefix":"10.4018","volume":"11","author":[{"given":"Chen-Ya","family":"Wang","sequence":"first","affiliation":[{"name":"Department of Management & Information, National Open University, New Taipei City, Taiwan"}]},{"given":"Hsia-Ching","family":"Chang","sequence":"additional","affiliation":[{"name":"University of North Texas, Denton, USA"}]}],"member":"2432","reference":[{"key":"IJEA.2019010102-0","doi-asserted-by":"crossref","DOI":"10.1145\/170035.170072","article-title":"Mining associations between sets of items in massive databases.","author":"R.Agrawal","year":"1993","journal-title":"Proceedings of the ACM-SIGMOD 1993 Int\u2019l Conference on Management of Data"},{"key":"IJEA.2019010102-1","doi-asserted-by":"crossref","unstructured":"Ancona, D. 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