Date of Award

2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. Rob Bryant

Abstract

Knowledge management and knowledge transfer is vital to the long-term success of any organization. Social media is connecting people in a way never before possible. Previous research has concluded that knowledge transfer is more likely to take place between individuals in an organization who have built a relationship with each other. In parallel, social media is compared to Roger‟s Diffusion of Innovations Theory and his Technology of Acceptance Model. This thesis contains the results of focus groups conducted with engineers from an international aerospace corporation and examines the likelihood of knowledge transfer taking place based on social media relationships. This study finds that personal relationships are vital in transferring knowledge when connections are made through social media.

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