Disentangling the Impact of Digital Media on Organisational Communication and Customer Engagement at a Selected Government Department in South Africa

Résumé

Purpose: The main purpose of this study is to investigate the impact of digital media in promoting organisational communication and customer engagement at a selected South African government department. Design/Method/Approach: The study adopted a quantitative research paradigm in the form of a descriptive study. The target population for the research study was estimated to be N=250 and a sample of n = 146 was randomly selected. Of the 146 questionnaires distributed, 129 were returned, resulting in an 88% response rate. Findings: The empirical findings of the research study indicate a strong positive correlation between the use of social and digital media and organisational communication and a moderate positive correlation between social/digital media and customer engagement. The results of the study support the notion that social and digital media platforms have the potential to enhance organisational communication and customer engagement. Theoretical Implications: The research study contributes to the theoretical understanding of digital media’s role in improving organisational communication and customer engagement, reinforcing existing theoretical models that link technology adoption with improved stakeholder interactions. Practical Implications: Despite the research study offering practical insights on leveraging digital media strategically, organisations need to guard against potential pitfalls and risks associated with digital media platforms such as loss of control and ambiguity. Originality/Value: The research study provides tentative and practical recommendations for state entities in South Africa on digital media, organisational communication and customer engagement. Research Limitations/Future Research: The research study included a limited sample size and dependence on one organisation, which may influence the generalizability and depth of empirical findings. The use of a quantitative methodology exclusively also constrains insights into the underlying causes of the observed correlations. Future research studies should consider employing mixed methods approaches, exploring a variety of contexts and investigating the long-term effects and potential risks associated with digital media. Paper type: Empirical Keywords: digital media, social media, organisational communication, customer engagement. Paper Type: Empirical JEL Classification: Q55, O35, D23

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