The Effects of Procedural Knowledge Transparency on Adoption in Corporate Social Networks
This dissertation investigated how a certain type of organizational knowledge sharing, procedural knowledge transparency, affected innovation adoption rates of members of a corporate social network within a large Scandinavian organization, in its two years of activity. It also explored the mediation of these effects by different types of sensemaking and moderation by performance transparency in the form of badges. Corporate social networks such as Yammer have gained enormous traction over the past decade as tools for knowledge sharing and retention, and their usage will continue to rise. However, the distinct value these online social networks bring to the organization remains highly debated and understudied. This study attempts to explore this existing gap and add to the scarce literature and practical knowledge surrounding it. Content analysis was used to code 2866 posts that occurred within the network to identify and classify instances of procedural knowledge transparency, different modes of communication, sensemaking, intention to adopt, and adoption. A logistic regression model tested the main effect of procedural knowledge transparency and was found to be significant at the discourse-level and at the user-level on both intent to adopt and adoption. The data proved insufficient in answering whether performance transparency affected adoption rates in the social network. Data were transformed to reflect communication effects at the user-level. A linear regression mediation model tested the mediating sensemaking variables, and found that sensemaking partially mediates the effects of procedural knowledge transparency on intent to adopt and adoption. Overall, the study found support that posts that contained procedural knowledge transparency indeed did affect intent to adopt and adoption and was mediated to a great effect by sensemaking efforts of individuals. These findings have several implications for identifying and studying the value of corporate social networks for scholars and practitioners as well, and are discussed.
Brunswicker, Purdue University.
Business administration|Communication|Information Technology
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