CORPORATE YOUTUBE AS A MODE OF INTERNAL COMMUNICATION ABOUT CHANGE:: WHAT ARE THE IMPLICATIONS FOR EMPLOYEE INTERACTIVITY AND ENGAGEMENT?
2012 (English)In: Journal of Computer-Mediated Communication, ISSN 1083-6101, E-ISSN 1083-6101Article in journal (Refereed) Submitted
Employees’ knowledge and expertise are given increased attention in contemporary organizations. Organizations are consequently searching for communication processes promoting interactivity and engagement. We explore the use of an interactive video website, i.e. a Corporate YouTube, on employee interactivity and engagement in an organizational change. Two web surveys were designed together with focus groups, individual interviews and observations. The results disclose low employee interactivity and engagement, which can partly be explained by organizational turbulence and downsizing taking place at the same time as the launch of the Corporate YouTube. However, the results also reveal that there is an interest for social media, such as the Corporate YouTube, as the employees suggest the use of it in alternative settings.
Place, publisher, year, edition, pages
Oxford: Wiley-Blackwell, 2012.
Social media, interactive video website, corporate youtube, organizational communication, internal communication, interactivity, engagement.
Research subject Media and Communication Studies
IdentifiersURN: urn:nbn:se:uu:diva-187374OAI: oai:DiVA.org:uu-187374DiVA: diva2:574598