The Influence Of New Media Forms On Employee Behavior And Organizational Image

In organizational communication,the form of new media and opinion leader can affect the behavior and organization image of the employees.More than one hundred new employees of Shanghai Jiao Tong University have been selected as samples in the experimental study.According to different media forms and whether they are influenced by opinion leader,they were divided into six experimental groups.Based on the statistical results,the results were analyzed using SPSS software.Analytical results show that: the selection of the new media form will influence the behavior result and the organization image.When media form is the same,the opinion leader also influences the human behavior and the the organization image.This verifies the positive correlation between the media richness and the effect of communication,and the role of opinion leaders in the organization.But positive correlation between the opinion leader theory and behavior effect can not be fully verified.The positive correlation between theThis research analyzes the image of the organization from the perspective of media form,not from the perspective of media content as previous research.The influence of the opinion leader on behavioral effect and organizational image of the communication is analyzed in the organizational environment,not in the mass communication environment as before.Some suggestions and countermeasures are given to the problems existing in the orgniztional communication of colleges and universities.The research results have certain reference value and significance for enhancing the organizational communication efficiency.