Dissertation/Thesis Abstract

The effectiveness of social media in advancing transformational change
by Dey, Ken, M.A., Gonzaga University, 2013, 80; 1537849
Abstract (Summary)

The goal of this study is to determine the effectiveness of social media in advancing transformational change. Successfully implementing transformational change in an organization is heavily dependent on the support of key stakeholders. But engaging those stakeholders requires effective communication. Transformational efforts often fail because of the lack of credible communication or a failure to define a vision that can be easily communicated (Kotter, 2007).

Researchers say that the key to successful transformational change is embracing a communication based in the realm of conversation where there is genuine two-way dialogue that is focused on listening and probing for more information (Dobbs, 2010). Creating conversations is a key component of social media: a platform of online tools designed to connect people and easily share information (Jue, Marr & Kassotakis, 2010). Social media has the potential to achieve employee engagement, enhance productivity and increase collaboration (Ou, C. J., Davison, R. M., Zhong, X., & Liang, Y.,2010).

To determine the effectiveness of social media at driving transformational change a study of existing literature related to transformational change and social media was coupled with a qualitative and quantitative study of organizational users of social media and stakeholders of those organizations. The study employed both a questionnaire and interviews. Results showed a clear preference for the use of social media as an effective form of relationship development and effective communication, but a challenge remains on how organizations can best use social media to create and sustain the relationships required to accomplish transformational change.

Indexing (document details)
Advisor: Cunningham, Carolyn
School: Gonzaga University
Department: Communication and Leadership
School Location: United States -- Washington
Source: MAI 51/06M(E), Masters Abstracts International
Subjects: Management, Communication, Web Studies, Organizational behavior
Keywords: Engagement, Leadership, Organizational change, Social media, Social networking, Transformational change
Publication Number: 1537849
ISBN: 978-1-303-09847-5
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