This study identifies opinion leaders in the areas of Task, Organizational Scuttle-
butt, and Personal Guidance, and determines how managers in the organization
rated or perceived these opinion leaders as compared to how subordinates in
the organization perceived them.
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References
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1 Erwin P.Bettinghaus, Persuasive Communication, New York , Holt, Rinehart and Winston, 1968 , p. 119.
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2 Paul F.Lazarsfeld, BernardBerelson, and Hazel Gaudet, The People's Choice, New York, Columbia University Press, 1948, pp. 151-157.
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4 Phillip K. Tompkins, "Organizational Communication: A State-of-the-Art Review," Conference on Organizational Communication, Monograph, National Aeronautics and Space Administration, MSFC Form 454, 1968. Taken from Gary M. Richetto, "Source Credibility and Personal Influence in Three Contexts : A Study of Dyadic Communication in a Complex Aerospace Organization," unpublished doctoral dissertation, Purdue University, 1969, p. 5.
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5 Keith Davis, "Management Communication and the Grapevine,"Harvard Business Review, 31 ( September 1953), 43-49.
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Eugene Walton, "A Magnetic Theory of Organizational Communication," unpublished doctoral dissertation, University of Southern California, 1962, pp. 97-101. Richetto, pp. xi-xii.
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6 Lazarsfeld, Berelson, and Gaudet, pp. 16-27.
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10 D. Berlo, J. Lemert, and R. Mertz, "Dimensions for Evaluating the Acceptability of Message Sources,"Public Opinion Quarterly, 33 (Winter 1969-70), 563-576.
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11 Hovland, Janis, and Kelley, p. 22.
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