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Dissertation/Thesis Abstract

Social media strategies to advance organizational change
by Stankovic-Rice, Brandi L., Ed.D., Pepperdine University, 2011, 208; 3473384
Abstract (Summary)

The purpose of this study is to explore the social media strategies to advance organizational change. Organizations must be receptive and flexible in order to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009).The pace of change is increasing and can be generated from both internal and external forces (Burnes, 2004; Kotter, 1996; Luecke, 2003). One rising force is social media—a technology-driven series of applications that aims to connect people and create a forum for sharing information (Jue, Marr, & Kassotakis, 2010). This qualitative study sought to reveal the social media strategies that advance organizational change utilizing the Dynamic Narrative Approach. A maximum variation sample of 15 organizational leaders who met the criteria for this study was interviewed via a secured wiki. Based upon the extensive review of literature combined with the research findings, a model for Social Media Change Strategies was presented. These research findings included 3 themes initially based upon the literature review and an additional theme indicated by participant responses. These 4 themes served as the foundation for the Social Media Change Strategies Model. The 4 major conceptual themes for social media change strategies identified in this study were relationship-building, encouraging communication, building access for users, and developing organizational efficacy. In addition, characteristics related to each major theme are offered in a potential model for users of social media in organizational change.

Indexing (document details)
Advisor: Hyatt, L.
Commitee: Fortson, J. L., Schmieder-Ramirez, June
School: Pepperdine University
Department: Education
School Location: United States -- California
Source: DAI-A 72/12, Dissertation Abstracts International
Subjects: Management, Web Studies, Business education
Keywords: Change, Change management, Dynamic narrative approach, Organization, Organizational change, Qualitative, Social media, Social media change strategies model
Publication Number: 3473384
ISBN: 978-1-124-87708-2
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