Headlines, grapevines, and masterminds: Understanding the transmission capacity and propensity of social relations in organizations

Diffusion theories argue that social relations can influence the transfer of information and practices in organizations. Yet little is known about the principles that constrain or facilitate such transmissions. This dissertation proposes and examines one such principle--that social relations differ systematically in their capacity and propensity for transmission of various kinds of information or resources from one person to another. A theory is developed to explain how the interaction history underlying each relation shapes its diffusion potential. Specifically, I propose that the amount of shared knowledge and social understanding that develops as a relation evolves determines its capacity for transmission of complex information. Similarly, the prototypical behaviors, interpersonal bonds, and foundational characteristics that support the existence of the relation determine its propensity for particular kinds of transfer. Given adequate capacity, disseminations that are compatible with the propensities of the relation are more likely to occur. Disseminations that endanger the relation should not occur. Together, capacity and propensity influence the likelihood that particular disseminations will occur through a social relation. The intensity of each individual relationship, as determined by the importance or amount of interaction ascribed to it by participants, should scale the effects of the relation's transmission characteristics by regulating opportunities for transfer.; I tested these propositions through a year-long panel study observing diffusion of complex knowledge, professional values, and technology use through work relations in four organizations. This design enabled concurrent examination of multiple disseminations through the same social systems. In effect, it held constant everything except the information type and corresponding diffusions. Thus, I determined the extent to which different kinds of transmissions followed paths predicted by the theory and failed to occur through less compatible relations.; Estimated transmission capacities of various formal and informal relations accurately predicted their contributions to diffusion of knowledge regarding a complex process innovation. Further, transmission propensities of friendship and advice relations were analyzed, and specific predictions were made for the roles of these networks in transfer of professional attitudes and internet use. As expected, friendship and advice networks played unique, dynamic, and predictable roles. Overall, results supported the proposed theory.