The effect of Web 2.0 communication on employee resistance to change

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dc.contributor.advisor Goldman, Michael
dc.contributor.postgraduate Oberholster, Zelna
dc.date.accessioned 2015-03-23T12:18:49Z
dc.date.available 2015-03-23T12:18:49Z
dc.date.created 2015-04-24
dc.date.issued 2014 en_ZA
dc.description Dissertation (MBA)--University of Pretoria, 2014. en_ZA
dc.description.abstract Web 2.0 combines various electronic mediums, websites, blogs and applications across a wide range of devices and provides opportunity to communicate bespoke change messages to employees. The purpose of this study is to establish whether the use of Web 2.0 has an impact on employees’ resistance to change during the change communication process and whether employees show a preference for a communication medium in the context of organisational change. The failure of most change efforts are often ascribed to insufficient communication, but employee perspectives on the preferred communication medium and whether Web 2.0 communication impacts on employee’s resistance to change has been largely overlooked in academic literature. A descriptive research design approach was followed. Inferential statistics was used to apply parametric and non- parametric tests to analyse the data. A self-administered electronic survey was sent to 1337 employees across four sectors that have been affected by any type of organisational change between January 2012 and June 2014 in South Africa. The response rate was 19.8% (266 responses). The paper finds that there is a preference towards face-to face communication and that participation increases willingness to accept the change. There were no differences found in the manner in which females and males responded to the questions on willingness to accept the change. This research enables communication and change management professionals to assess the suitability of WEB 2.0 mediums during various stages of organisational change. The Blended Media Communication (BMC) Model to Reduce Resistance to Change is proposed based on the findings of the study. The research will add to the theory concerning an employee perspective on Web 2.0 change communication. en_ZA
dc.description.availability Unrestricted en_ZA
dc.description.degree MBA
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.description.librarian lmgibs2015 en_ZA
dc.identifier.citation Oberholster, Z 2014, The effect of Web 2.0 communication on employee resistance to change, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/44117> en_ZA
dc.identifier.uri http://hdl.handle.net/2263/44117
dc.language.iso en en_ZA
dc.publisher University of Pretoria en_ZA
dc.rights © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. en_ZA
dc.subject UCTD
dc.subject World Wide Web en_ZA
dc.subject Organizational change -- Management en_ZA
dc.subject Employees -- Attitudes en_ZA
dc.subject Quantitative research en_ZA
dc.title The effect of Web 2.0 communication on employee resistance to change en_ZA
dc.type Mini Dissertation en_ZA


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