The Role Of Internal Communication On Employee Job Satisfaction In The Advertising Industry In Kenya: A Case Of Saracen Media Group

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Date

2023-08

Journal Title

Journal ISSN

Volume Title

Publisher

School of Communication, Daystar University

Abstract

ABSTRACT This study sought out to establish the role of internal communication on employee job satisfaction in the advertising industry in Kenya, using a case of Saracen Media Limited in Nairobi. The study was guided by three research objectives firstly, was to identify the channels of internal communication used at Saracen Media Limited; secondly to establish the effectiveness of the channels of communication utilized at the company and lastly, to assess the relationship between internal communication and employee job satisfaction at Saracen Media Limited. The researcher made use of the Multi-Step Flow Theory of Communication as a primary theory and the Two Factor Theory as a secondary theory in order to establish the internal communication channels utilized by management and employees and their impact on employee job satisfaction at the research site. The study employed a descriptive research design to conduct a census of the 73 employees at Saracen Media Limited, collecting qualitative data through an online research questionnaire tool disseminated via Google Forms. The research findings indicated that internal communication and employee job satisfaction have a very strong correlation, with 83% of employees agreeing that internal communication had a direct impact on their job satisfaction. In addition to this, 95% of employees found face-to-face as a channel of internal communication to be the most effective at Saracen Media Limited. The study therefore recommends that organizations prioritize internal communication and identify their most effective channels of internal communication such that they can employ measures to strengthen them, therefore improving employee job satisfaction. Organizations should also research, strategize and deploy internal communication campaigns targeted at employees, and targeted at ensuring that internal communication within the organization is prioritized and remains an integral part of the company’s daily practices and culture.

Description

Masters Thesis

Keywords

Internal Communication, Employee, Job Satisfaction, Advertising Industry, Kenya, Saracen Media Group

Citation

Mumanyi, Y. K,. (2023, Thesis). The Role Of Internal Communication On Employee Job Satisfaction In The Advertising Industry In Kenya: A Case Of Saracen Media Group. School of Communication, Daystar University