The Influence of Opinion Leader Competence, Communication Frequency, Trust and Idealized Influence on Perception of Organizational Culture, Knowledge Transfer, and Organizational Identification
This study examines the influence that opinion leaders within organizations have upon other or-ganizational members’ perceptions of organizational culture, task-related proficiencies, and their organizational identification. The consumer behavior and technology adoption literature provides most of the extant opinion leadership research and there remains a dearth of research concerning opinion leader influence within organizations. This study examines opinion leader idealized in-fluence and organizational opinion seeker affective and cognitive trust of opinion leaders as ante-cedents of opinion seeker perceptions of organizational culture, task-related proficiencies, and their organizational identification. Communication frequency and the perceived competence of organizational opinion leaders are examined as moderating variables. Hypotheses are offered and survey data collected from 646 heterogeneous respondents working in a variety of organizations is analyzed using structural equation modeling. The results are discussed along with their implica-tions, the limitations of the study, and potential future research directions.
Keywords: organizational opinion leadership, opinion leadership, idealized influence, organizational trust, affective trust, cognitive
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