ABSTRACT The successful implementation of change processes requires efficient and effective communication. While previous research has explored various aspects of change communication, the role of opinion leaders – individuals who are more influential than others within their networks – has been largely overlooked. These opinion leaders could play a key role in driving the successful implementation of organizational change. This study aims to investigate the characteristics and potential existence of distinct types of opinion leaders within the context of an organizational change process. We conducted a quantitative online survey (n = 4,114) in a multinational corporation undergoing a significant change initiative. The findings reveal that opinion leadership is influenced by several factors: opinion leaders often hold leadership positions, possess strong personality traits, and maintain cross-hierarchical and cross-functional networks characterized by intense relationships. They also demonstrate high expertise related to the change process and exhibit strong commitment and positive attitudes towards it. Additionally, the study identified 300 opinion leaders and, through cluster analysis, categorized them into four types: ‘The Expert Leader,’ ‘The Emerging Opinion Leader,’ ‘The Cross-Functional Connector,’ and ‘The Department Influencer.’ These types vary in their network sizes, structures, and experiences. MAD statement In a rapidly evolving world, effective change communication is essential for building resilient and forward-thinking organizations. While research has acknowledged the pivotal role of communication in driving change, the significant influence of opinion leaders in this process has received limited attention. These individuals can be key to ensuring that organizational transformations are not only successful but also inclusive and sustainable in their impact. By understanding how to identify and engage opinion leaders in substantial change initiatives, organizations can develop more effective communication strategies that foster innovation, adaptability, and long-term success, ultimately contributing to more equitable, responsible, and successful organizational transformations.
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