The Impact Of Employee Social Networks On The Internal Communication Of Corporate Culture

In the twenty-first century,human society has entered the age of knowledge economy.The rapid development of the Internet has broken the limitation of time and region,challenged the traditional business model and management method,and forced the enterprise to deepen the reform of the management system.In a country,culture is particularly important,and it is the same as in the enterprise.Corporate culture is the driving force for the survival and sustainable development of enterprises,and it is the key to maintaining its competitive advantage at present.In the present-day construction of enterprise culture in China,enterprise culture construction is just a form and it is difficult to achieve an effective "landing".Therefore,it is a concern for many managers and scholars to explore how to transfer corporate culture information to employees,let employees know the culture of enterprise,identify corporate culture,and use corporate culture to guide their behavior.According to the characteristics of communication,corporate culture communication can be divided into four types:interpersonal communication,organizational communication,public communication and mass communication.Among them,the realization of communication behavior through interpersonal communication is one of the most popular and widely used ways in the field of communication.As an important part of an enterprise,its economic behavior is embedded in the social network.Employee social network is an important carrier of corporate culture.The theory of group dynamics shows that people are in a specific environment and interact with the surrounding environment,which affects the way people think and behave.Therefore,employees' cognition,attitude and behavior to corporate culture are also bound to be influenced by their social networks.The frequency of contact and communication among employees and the structure of the"network structure" will have an important impact on the staffs thought,attitude and behavior.In addition,there will be different types of social networks between employees and employees because of different exchange content,including emotional networks and tool networks.Friendship networks and consulting networks are representative.Language is an important carrier of corporate culture.The different languages used by different social networks have different effects on the spread of corporate culture.Therefore,the relationship between employees is constructed into a social network in this paper.Based on social network theory,embeddedness theory and group dynamic theory,divided the social network into consultative network and friendship network.By using social network methods and based on the dual embeddedness of the social network of employees,namely,structural embeddedness and relational embeddedness.Study how the relationship strength and the location of employees in the social network affect the effect of corporate culture transmission.In this paper,we use questionnaires to get employee relationship data and construct the relationship matrix among employees.Based on the relation matrix,the degree centrality and intermediary centrality value of the consulting network and friendship network studied in this paper are calculated by Ucinet6.0 software.Then,SPSS20.0 software was used to perform descriptive statistical analysis,correlation analysis,ANOVA and regression analysis.Based on the empirical analysis,the following main conclusions are drawn:(1)The intensity of relationship reversely affects the communication effect of corporate culture.The stronger the relationship strength,the smaller the difference.But because of the method of Euclidean distance in the calculation of the difference of enterprise culture transmission effect,the influence of the original data size is eliminated.Therefore,it can only be concluded that the stronger the relationship between the employees,the smaller the difference between the two people's cognition,attitude and behavior of corporate culture,but can not identify the effect of corporate culture communication.(2)The tightness of the staff in the consulting network can positively influence the dissemination of corporate culture,but if the friendship network is too close,it will have a negative impact on the spread of corporate culture.In the three dimensions of corporate culture communication effect,namely,cognition,attitude and behavior,degree centrality is significantly higher than intermediary centrality.Finally,from the conclusion of the research,the scientific management strategy is put forward for the enterprises to effectively improve the efficiency of the enterprise culture communication,and provide some theoretical basis and practical guidance for the construction and management of the organizational culture of the enterprises in China.