Digital Internal Communication: How Digital Channel Acceptance Affects Internal Communication Satisfaction

Abstract

Purpose – This study is aimed at establishing the relationship between digital channels used for internal communication and the level of employee satisfaction with internal communication.
Design/Methodology/Approach – The data for this study was collected as part of a diary research method. The participants were asked to record their daily internal communication activities for five days and in the end, they completed a survey that measured their digital channel perception, i.e. acceptance, and overall internal communication satisfaction. To test the data, regression analysis was used.
Findings and implications – The study showed that effort expectancy was a predictor of satisfaction with feedback, horizontal communication, informal communication, information about the organization, and communication climate, while facilitating conditions was a predictor of satisfaction with the communication climate and quality of communication media. Digital channels and the way they are used for internal communication impact the perception of internal communication practices. To ensure employee satisfaction, organizations should make sure that they adequately support them. It is crucial for internal communication practitioners to choose digital channels that enrich their internal communication strategy, adhere to their employees’ preferences, and capabilities.
Limitation – Data used in the study is cross-sectional, so causality cannot be proven, and the results are susceptible to biases. Additionally, the sample was small, meaning that the interpretation of significance had to be carefully made. Hence, generalization of the results is not advisable.
Originality – This study explored the relationship between digital channel acceptance, a concept based on technology acceptance, and applied it to the field of internal communication.