Follow the yellow brick road: Using diffusion of innovations theory to enrich virtual organizations in cyberspace

Abstract

Based upon a review of computer‐mediated communication (CMC) research—focusing upon those works concerned with the organizational adoption of new technologies (I)—the purpose of this article is to show how the systemic application of diffusion of innovations theory can produce more democratically developed organizations in Cyberspace. This objective is grounded in a structural analysis of the Southern States Communication Association's World Wide Web Network (SSCA‐Web). Using Rogers’ concept of a change agent as the theoretical understructure of this article, I contrast the postulatory against the actual; considering the changes that must occur, by principal, if the SSCA‐Web is to mature (II). As a result of this inquiry, the generalizable product of this work is lastly presented: The Change Agent Diffusional Model for Decentralized Virtual Organization Development (III).