Managers’ perspectives on the effects of online grapevine communication: A qualitative inquiry

Abstract

The purpose of this study was to understand how modern-day managers perceived their subordinates were reacting to the phenomenon of online grapevine communication in the workplace. A qualitative inductive inquiry drawing upon techniques of grounded theory was conducted to collect and analyze feedback provided by 15 top-level corporate managers from 10 organizations in India. Managers cited several evidences of employees engaging in online grapevine communication and discussed reasons behind such behavior. Some of the key factors behind such behavior of employees were level of internet familiarity, anonymity of the rumor mongers, quicker and wider reach and opportunity for cyber loafing. A theory of antecedents of online grapevine communication and management reaction to this phenomenon gradually emerged from our data.