Influence of Computer-Mediated Communications on the Connectedness of Employees Working Remotely Post Coronavirus Pandemic: A Case of Selected Kenyan Advertising Agencies
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Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The transition from working onsite to working remotely was unprecedented, drastically changing how most advertising agencies in Kenya operated. Most of these agencies were not aware of how they could leverage media to enhance employee connectedness and engagement while working remotely. A practical knowledge gap existed in understanding how employees working remotely could enhance their connectedness with each other using media on computer-mediated communications, and my study addressed this problem. My study leveraged the social information processing theory, and the media richness theory as the lens through which I would understand how the choice of media used to exchange social cues on computer-mediated communications by employees working remotely in the selected advertising agencies influenced how connected they were to each other post-COVID-19 pandemic. To meet my objectives of identifying which computer-mediated communications were used by employees working remotely within the selected organizations, understanding the social cues exchanged via computer-mediated communications by employees working remotely within the selected organizations, and assessing whether the type of media employees used to exchange social cues influenced their connectedness to each other; My study adopted a descriptive research design, which was heavily reliant on quantitative data, while using qualitative data to complement the quantitative findings. Since the study aimed at investigating the influence of computer-mediated communications on how employees working remotely connected to each other, it was best to target advertising agencies that operated onsite before the coronavirus but transitioned to operating remotely post-pandemic thus, I selected Saracen Media Ltd and Bean Interactive Ltd, in Nairobi. When it came to the computer-mediated communications platforms used, video conferencing tools like Zoom or Microsoft Teams were most popularly used for formal meetings and casual check-ins. These platforms allowed for more authentic interactions, mimicking the in-person communication that many employees reported missing during remote work. Furthermore, the integration of casual communication platforms like WhatsApp and Slack, which allowed for the use of emojis and other multimedia elements, were crucial for maintaining social cohesion among teams. These tools provided employees with an outlet for informal communication, which was essential for fostering team spirit and collaboration, especially when physical proximity was impossible. The research findings confirmed that the effectiveness of computer-mediated communications was not solely determined by the technology itself but was significantly influenced by the organizational culture within which these communications were utilised, the gender of the users, and their existing relationships with other colleagues. The study demonstrated that platforms offering higher media richness, such as video conferencing tools, played a vital role in maintaining social interaction, enhancing employee engagement, and minimising the isolation typically associated with remote work. The findings aligned with previous studies on computermediated communications usage, indicating that incorporating non-verbal cues, such as emojis, GIFs, and video elements, compensated for the absence of physical presence, thus facilitating stronger interpersonal connections. The findings of this study have significant implications for organizations, particularly those that have adopted remote work (working from home) models post-COVID-19.
Description
MASTER OF ARTS in Communication
Keywords
Working onsite, Working remotely, Advertising agencies
Citation
Rincuni, C. G. (2024). Influence of Computer-Mediated Communications on the Connectedness of Employees Working Remotely Post Coronavirus Pandemic: A Case of Selected Kenyan Advertising Agencies. Daystar University, School of Communication