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The Impact of Social Media on Public Sector Accessibility Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2016 Government 2.5: The mpI act of Social Media on Public Sector Accessibility Wayne E. Woods Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Public Administration Commons, and the Public Policy Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please contact [email protected]. Walden University College of Social and Behavioral Sciences This is to certify that the doctoral dissertation by Wayne Woods has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Richard Worch, Committee Chairperson, Public Policy and Administration Faculty Dr. Mark Stallo, Committee Member, Public Policy and Administration Faculty Dr. Cassandra Caldwell, University Reviewer, Public Policy and Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2016 Abstract “Government 2.5”: The Impact of Social Media on Public Sector Accessibility by Wayne Woods MPA, Walden University, 2009 BS, Jackson State University, 2001 Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Public Policy and Administration Walden University July 2016 Abstract Innovative approaches to communicating with the masses continue to evolve in the private sector, while accessibility of goods, services, and public information within federal, state, and local government organizations has been declining for decades. This situation has resulted in a lack of trust and sense of isolation from communities. At the same time, the implementation and use of social media have increased exponentially. Despite the simultaneous occurrence of these events, limited research has explored the connection between them. Specifically, the purpose of this case study was to address the central research question of whether the adoption of social media platforms results in increased accessibility of goods and services within the public sector. Rogers’s diffusion of innovations theory founded the framework for this study. Data were collected within a local government organization through semistructured interviews with 15 employees and 15 clients, observations of daily operations, and analyses of postings made on selected social media platforms. Inductive coding and a comparative method of analysis generated emerging themes and patterns. Key findings of this study indicated significant increases in public accessibility of goods and services as the result of the implementation and use of social media. Relative to diffusion of innovations theory, findings illustrated the spread of new technology through certain channels among employees and clients. Recommendations focus on establishing strategies to ensure widespread diffusion of social media and to address socioeconomic disparities. Government agencies can use this research as a means to advance social change through open communication, an engaged workforce, and increased transparency. “Government 2.5”: The Impact of Social Media on Public Sector Accessibility by Wayne Woods MPA, Walden University, 2009 BS, Jackson State University, 2001 Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Public Policy and Administration Walden University July 2016 Dedication I dedicate this dissertation to my supportive family and friends who have provided me with guidance and encouragement throughout my scholarly journey, particularly my sister, Connie L. Woods. She has been there for me throughout life’s challenges and instilled in me the perseverance and tenacity to conquer the many obstacles that I have encountered along my journey. Thank you so much for your love and support. I would also like to dedicate this dissertation to dreamers and visionaries who have paved the way so that I can have opportunities for success. For those who believe it cannot be done, I encourage you to keep the faith and dream big. Acknowledgments First, giving honor to God. It has been a long, challenging journey, and I am eternally grateful for His grace and mercy, which guided me through this matriculation. I would like to thank my committee chair, Dr. Richard Worch. He has worked with me over the years, provided invaluable support, and instilled in me the determination to become a true scholar. His motivation and wisdom have guided me through this journey. I would also like to extend sincere appreciation to my dissertation committee member, Dr. Mark Stallo. I must also thank my mother, who and has been the epitome of strength and wisdom. Moreover, I would like to thank all of my friends, family, and colleagues along this journey. Your encouraging words and motivation gave me hope that this day would come. Table of Contents List of Tables .................................................................................................................... vii List of Figures .................................................................................................................. viii Chapter 1: Introduction to the Study ....................................................................................1 Background of the Study ...............................................................................................3 Social Media ........................................................................................................... 3 Social Media and the Public Sector ........................................................................ 5 Statement of the Problem ...............................................................................................7 Nature of the Study ........................................................................................................8 Research Question .........................................................................................................9 Subquestions .................................................................................................................9 Purpose of the Study ......................................................................................................9 Theoretical Foundation ................................................................................................11 Operational Definitions ................................................................................................14 Assumptions .................................................................................................................17 Limitations ...................................................................................................................17 Scope and Delimitations ..............................................................................................18 Significance of the Study .............................................................................................19 Summary ......................................................................................................................21 Chapter 2: Literature Review .............................................................................................23 Introduction ..................................................................................................................23 Evolution of Innovation Adoption ...............................................................................25 Traditional Ideologies of Innovation Adoption .................................................... 25 i Theorizing Diffusion: Everett Rogers ..........................................................................37 Modeling Diffusion ......................................................................................................44 Influences of Diffusion ................................................................................................51 Diffusion of Innovations: Public Sector/E—Government ...........................................54 Diffusion of Innovations: Online Social Networks .....................................................58 Diffusion of Innovations: Summary ............................................................................60 Innovation Sustainability .............................................................................................60 Factors, Perceptions, and Influences of Critical Mass .................................................67 Modeling Critical Mass................................................................................................73 Thomas Schelling.................................................................................................. 73 Mark Granovetter .................................................................................................. 79 Social Networks and Threshold Models ............................................................... 83 Critical Mass: Online Social Networks........................................................................86 Critical Mass: Government 2.0 ....................................................................................96 Summary of Critical Mass .........................................................................................103
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