Skip to main content
SpringerLink
Log in

Organizational Communication: How to Engage Internal Communication in a B2B Case Study

  • Conference paper
  • First Online:
Marketing and Smart Technologies (ICMarkTech 2022)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 344))

Included in the following conference series:

  • 422 Accesses

Abstract

Organizations need to evaluate and improve internal communication process to keep and leverage employee engagement. This investigation aims to understand the internal communication effectiveness in a B2B context. A qualitative approach was adopted, with semi-structured interviews targeting employees from different countries of an automotive B2B multinational company. The results enhance the consensus of the importance of internal communication to create employee brand engagement. Moreover, this research highlights how does employee engagement is related with employee branding. So, a conceptual organizational communication funnel framework model was developed. The focus was on (1) employee communication needs, (2) data-driven information, (3) transparent information to employees, and (4) new channel to improve employee engagement. Thus, concrete actions were suggested for managers to improve the communication effectiveness in an integrated and blended solutions. This paper is relevant for academia since it expands the knowledge on internal communication in the complex B2B market.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 229.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 299.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Andriole, S. J. (2010). Business impact of Web 2.0 technologies. Communications of the ACM, 53(12), 67–79. https://doi.org/10.1145/1859204.1859225

  2. Backhaus, K., & Tikoo, S. (2004a). Conceptualizing and researching employer branding. Career development international, 9(5), 501–517. https://doi.org/10.1108/13620430410550754

    Article  Google Scholar 

  3. Backhaus, K., & Tikoo, S. (2004b). Conceptualizing and researching employer branding. Career Development International.

    Google Scholar 

  4. Bakker, A. B., Albrecht, S. L., & Leiter, M. P. (2011). Key questions regarding work engagement. European Journal of Work and Organizational Psychology, 20(1), 4–28. https://doi.org/10.1080/1359432X.2010.485352

  5. Barnes, C. D., & Collier, E. J. (2013). Investigating work engagement in the service environment. Journal of Services Marketing, 27(6), 485–499. https://doi.org/10.1108/JSM-01-2012-0021

  6. Bindl, U. K., & Parker, S. K. (2010). 32 Feeling good and performing well? Psychological engagement and positive behaviors at work. Handbook of Employee Engagement: Perspectives, Issues, Research and Practice, 385.

    Google Scholar 

  7. Bohnenberger, M. C., Schmidt, S., Damacena, C., & Lorente, F. J. B. (2019). Internal marketing: A model for implementation and development [Article]. Dimension Empresarial, 17(1), 7–22. https://doi.org/10.15665/dem.v17i1.1657

  8. Breen, R. L. (2006). A practical guide to focus-group research [article]. Journal of Geography in Higher Education, 30(3), 463–475. https://doi.org/10.1080/03098260600927575

    Article  Google Scholar 

  9. Brooks, A. K., & Anumudu, C. (2016). Identity development in personal branding instruction: Social narratives and online brand management in a global economy. Adult Learning, 27(1), 23–29. 10.1177%2F1045159515616968

    Google Scholar 

  10. Carrick, C. (2018). Customer experience is all about internal marketing. Co-Kinetic Journal, 75.

    Google Scholar 

  11. Carter, D., & Baghurst, T. (2014). The influence of servant leadership on restaurant employee engagement [article]. Journal of Business Ethics, 124(3), 453–464. https://doi.org/10.1007/s10551-013-1882-0

    Article  Google Scholar 

  12. Cassell, C., & Symon, G. (2004). Essential guide to qualitative methods in organizational research. Sage.

    Google Scholar 

  13. Chandni, S., & Rahman, Z. (2020). Customer engagement and employee engagement: Systematic review and future directions [review]. Service Industries Journal, 40(13–14), 932–959. https://doi.org/10.1080/02642069.2020.1733534

    Article  Google Scholar 

  14. Cheney, G. (1983). The rhetoric of identification and the study of organizational communication. Quarterly Journal of Speech, 69(2), 143–158. https://doi.org/10.1080/00335638309383643

  15. Chow, W. S., & Chan, L. S. (2008). Social network, social trust and shared goals in organizational knowledge sharing. Information and Management, 45(7), 458–465. https://doi.org/10.1016/j.im.2008.06.007

  16. Cole, M. S., Walter, F., Bedeian, A. G., & O’Boyle, E. H. (2012). Job burnout and employee engagement: A meta-analytic examination of construct proliferation [article]. Journal of Management, 38(5), 1550–1581. https://doi.org/10.1177/0149206311415252

    Article  Google Scholar 

  17. Coutinho, S., Prasad, C. V. V. S. N. V., & Prabhudesai, R. (2020). Antecedents and outcomes of patient satisfaction in healthcare: A conceptual model. Health Marketing Quarterly, 37(4), 300–300–315. https://doi.org/10.1080/07359683.2021.1947068

  18. Dolphin, R. R. (2005). Internal communications: Today’s strategic imperative. Journal of Marketing Communications, 11(3), 171–190. https://doi.org/10.1080/1352726042000315414

    Article  Google Scholar 

  19. Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25–32. https://doi.org/10.5465/amj.2007.24160888

    Article  Google Scholar 

  20. Fleming, J. H., & Asplund, J. (2007). Where employee engagement happens. The Gallup Management Journal, 3(1).

    Google Scholar 

  21. Fontanella, B. J. B., Luchesi, B. M., Saidel, M. G. B., Ricas, J., Turato, E. R., & Melo, D. G. (2011). Sampling in qualitative research: A proposal for procedures to detect theoretical saturation. Cadernos De Saude Publica, 27(2), 389–394. https://doi.org/10.1590/s0102-311x2011000200020

    Article  Google Scholar 

  22. Gentles, S. J., Charles, C., Ploeg, J., & McKibbon, K. A. (2015). Sampling in qualitative research: Insights from an overview of the methods literature. Qualitative Report, 20(11), 1772–1789, Article 4. https://doi.org/10.1016/j.socscimed.2021.114523

  23. Grunig, J. E. (2013). Symmetrical systems of internal communication. Excellence in Public Relations and Communication Management, 545–590.

    Google Scholar 

  24. Guest, G., Namey, E., & Chen, M. (2020). A simple method to assess and report thematic saturation in qualitative research [Article]. Plos One, 15(5), 17, Article e0232076. https://doi.org/10.1371/journal.pone.0232076

  25. Hafiz, K. (2008). Case study example. The Qualitative Report, 13(4), 544–559.

    Google Scholar 

  26. Hudcova, S. (2014). Tools of internal communication from knowledge transfer perspective. Journal of Competitiveness, 6, 50–62. https://doi.org/10.7441/joc.2014.04.04

    Article  Google Scholar 

  27. Jarvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002

    Article  Google Scholar 

  28. Kahle, L. R. (1994). Marketing-research—An applied orientation—Malhotra, NK [book review]. Journal of Marketing Research, 31(1), 137–139. https://doi.org/10.2307/3151953

    Article  MathSciNet  Google Scholar 

  29. Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692–724. https://doi.org/10.5465/256287

    Article  Google Scholar 

  30. Kalla, H. K. (2005). Integrated internal communications: A multidisciplinary perspective. Corporate Communications: An International Journal, 10(4), 302–314. https://doi.org/10.1108/13563280510630106

    Article  Google Scholar 

  31. Kang, M., & Sung, M. (2017a). How symmetrical employee communication leads to employee engagement and positive employee communication behaviors. Journal of Communication Management, 21(1), 82–102. https://doi.org/10.1108/JCOM-04-2016-0026

    Article  Google Scholar 

  32. Kang, M., & Sung, M. (2019). To leave or not to leave: The effects of perceptions of organizational justice on employee turnover intention via employee-organization relationship and employee job engagement. Journal of Public Relations Research, 31(5–6), 152–175.

    Article  Google Scholar 

  33. Kang, M., & Sung, M. (2017b). How symmetrical employee communication leads to employee engagement and positive employee communication behaviors: The mediation of employee-organization relationships. Journal of Communication Management.

    Google Scholar 

  34. Kim, J.-N., & Rhee, Y. (2011). Strategic thinking about employee communication behavior (ECB) in public relations: Testing the models of megaphoning and scouting effects in Korea. Journal of Public Relations Research, 23(3), 243–268.

    Article  Google Scholar 

  35. Kim, J. N., & Rhee, Y. (2011). Strategic thinking about employee communication behavior (ECB) in public relations: Testing the models of megaphoning and scouting effects in Korea [article]. Journal of Public Relations Research, 23(3), 243–268. https://doi.org/10.1080/1062726x.2011.582204

    Article  Google Scholar 

  36. Kim, Y. (2021). Building organizational resilience through strategic internal communication and organization–employee relationships. Journal of Applied Communication Research, 1–20. https://doi.org/10.1080/00909882.2021.1910856

  37. Kovaitė, K., Šūmakaris, P., & Stankevičienė, J. (2020). Digital communication channels in Industry 4.0 implementation: The role of internal communication. Management: Journal of Contemporary Management Issues, 25(1), 171–191. https://doi.org/10.30924/mjcmi.25.1.10

  38. Krippendorff, K. (2009). The content analysis reader. Sage.

    Google Scholar 

  39. Kucharska, W., & Mikołajczak, P. (2018). Personal branding of artists and art-designers: Necessity or desire? Journal of Product and Brand Management, 27(3), 249–261. https://doi.org/10.1108/JPBM-01-2017-1391

    Article  Google Scholar 

  40. Kulachai, W., Narkwatchara, P., Siripool, P., & Vilailert, K. (2018). Internal communication, employee participation, job satisfaction, and employee performance. In Proceedings of the 15th international symposium on management (INSYMA 2018),

    Google Scholar 

  41. Kumar, V., & Pansari, A. (2015). Measuring the benefits of employee engagement [article]. Mit Sloan Management Review, 56(4), 67–72. http://mitsmr.com/1R4Unsb

  42. Laitinen, K., & Sivunen, A. (2021). Enablers of and constraints on employees’ information sharing on enterprise social media [article]. Information Technology and People, 34(2), 642–665. https://doi.org/10.1108/itp-04-2019-0186

    Article  Google Scholar 

  43. Lee, Y. (2022). Dynamics of millennial employees’ communicative behaviors in the workplace: The role of inclusive leadership and symmetrical organizational communication. Personnel Review. https://doi.org/10.1108/pr-09-2020-0676

    Article  Google Scholar 

  44. Lee, Y., & Li, J. Y. Q. (2020). The value of internal communication in enhancing employees’ health information disclosure intentions in the workplace. Public Relations Review, 46(1), 101872. 10187210.1016/j.pubrev.2019.101872

    Google Scholar 

  45. Lemon, L. L. (2019). The employee experience: How employees make meaning of employee engagement. Journal of Public Relations Research, 31(5–6), 176–199. https://doi.org/10.1080/1062726x.2019.1704288

    Article  Google Scholar 

  46. Leonardi, P. M., & Vaast, E. (2017). Social media and their affordances for organizing: A review and agenda for research. Academy of Management Annals, 11(1), 150–188. https://doi.org/10.5465/annals.2015.0144

  47. Li, J. Y., Sun, R. Y., Tao, W. T., & Lee, Y. (2021). Employee coping with organizational change in the face of a pandemic: The role of transparent internal communication. Public Relations Review, 47(1), 101984. https://doi.org/10.1016/j.pubrev.2020.101984

  48. MacCormick, J. S., Dery, K., & Kolb, D. G. (2012). Engaged or just connected? Smartphones and employee engagement. Organizational Dynamics, 41(3), 194–201. https://doi.org/10.1016/j.orgdyn.2012.03.007

  49. Macnamara, J. (2016). Organizational listening: Addressing a major gap in public relations theory and practice. Journal of Public Relations Research, 28(3–4), 146–169. https://doi.org/10.1080/1062726X.2016.1228064

  50. Meirinhos, M., & Osório, A. (2010). O estudo de caso como estratégia de investigação em educação. EduSer, 2(2).

    Google Scholar 

  51. Men, L. R. (2015). The internal communication role of the chief executive officer: Communication channels, style, and effectiveness. Public Relations Review, 41(4), 461–471. https://doi.org/10.1016/j.pubrev.2015.06.021

  52. Men, R. L., & Bowen, S. A. (2016). Excellence in internal communication management. Business Expert Press.

    Google Scholar 

  53. Miles, M., Huberman, M., & Saldana, J. (2013). SAGE: Qualitative data analysis: A methods sourcebook. Sage.

    Google Scholar 

  54. Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded role of internal communications. International Journal of Business Communication, 51(2), 183–202. https://doi.org/10.1177/2329488414525399s

  55. N. Kaiserb, M. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social Science and Medicine, 292. https://doi.org/10.1016/j.socscimed.2021.114523

  56. Patton, M. Q. (2014). Qualitative research and evaluation methods: Integrating theory and practice. Sage publications.

    Google Scholar 

  57. Pounsford, M. (2007). Using storytelling, conversation and coaching to engage. Strategic Communication Management, 11(3), 32.

    Google Scholar 

  58. Rahman, S. C. Z. (2020). Customer engagement and employee engagement: Systematic review and future directions. The Service Industries Journal. https://doi.org/10.1080/02642069.2020.1733534

  59. Ruck, K., & Welch, M. (2012). Valuing internal communication; management and employee perspectives. Public Relations Review, 38(2), 294–302. https://doi.org/10.1016/j.pubrev.2011.12.016

  60. Schaufeli, W., & Bakker, A. B. (2010). The conceptualization and measurement of work engagement.

    Google Scholar 

  61. Soga, L. R., Vogel, B., Graca, A. M., & Osei-Frimpong, K. (2020). Web 2.0-enabled team relationships: An actor-network perspective [article; early access]. European Journal of Work and Organizational Psychology, 1–14. https://doi.org/10.1080/1359432x.2020.1847183

  62. Spall, S. (1998). Peer debriefing in qualitative research: Emerging operational models. Qualitative Inquiry, 4(2), 280–292.

    Article  Google Scholar 

  63. Spoljarić, A., & Tkalac Verčič, A. (2021). Internal communication satisfaction and employee engagement as determinants of the employer brand. Journal of Communication Management, Ahead-of-Print (ahead-of-print). https://doi.org/10.1108/JCOM-01-2021-0011

  64. Susan Zeidan , N. I. (2020). Cultivating employee engagement in organizations: Development of a conceptual framework. Central European Management Journal. https://doi.org/10.7206/cemj.2658-0845.18

  65. Tkalac Verčič, A., Verčič, D., & Sriramesh, K. (2012). Internal communication: Definition, parameters, and the future. Public Relations Review, 38(2), 223–230. https://doi.org/10.1016/j.pubrev.2011.12.019

  66. Tracy, S. J. (2019). Qualitative research methods: Collecting evidence, crafting analysis, communicating impact. John Wiley & Sons.

    Google Scholar 

  67. Vasileiou, K., Barnett, J., Thorpe, S., & Young, T. (2018). Characterising and justifying sample size sufficiency in interview-based studies: Systematic analysis of qualitative health research over a 15-year period. BMC Medical Research Methodology, 18, Article 148. https://doi.org/10.1186/s12874-018-0594-7

  68. Vercic, A. T., & Vokic, N. P. (2017). Engaging employees through internal communication. Public Relations Review, 43(5), 885–893. https://doi.org/10.1016/j.pubrev.2017.04.005

    Article  Google Scholar 

  69. Vercic, A. T. (2021). The impact of employee engagement, organisational support and employer branding on internal communication satisfaction. Public Relations Review, 47(1), 102009. https://doi.org/10.1016/j.pubrev.2021.102009

  70. Vercic, A. T., & Spoljaric, A. (2020). Managing internal communication: How the choice of channels affects internal communication satisfaction. Public Relations Review, 46(3), 101926. https://doi.org/10.1016/j.pubrev.2020.101926

  71. Verghese, A. K. (2017). Internal Communication: Practices and Implications. SCMS Journal of Indian Management, 14(3).

    Google Scholar 

  72. Vilchez, J. E. P., Moreto, S. A. H., & Paredes, J. T. (2020). Endomarketing, compromiso organizacional y satisfacción laboral en colaboradores de una asociación educativa. Apuntes Universitarios, 10(4), 108–125.

    Google Scholar 

  73. Vokic, N. P., Bilusic, M. R., & Najjar, D. (2021). Building organizational trust through internal communication. Corporate Communications, 26(1), 70–83. https://doi.org/10.1108/ccij-01-2020-0023

    Article  Google Scholar 

  74. Walden, J., Jung, E. H., & Westerman, C. Y. K. (2017). Employee communication, job engagement, and organizational commitment: A study of members of the Millennial Generation. Journal of Public Relations Research, 29(2–3), 73–89. https://doi.org/10.1080/1062726X.2017.1329737

    Article  Google Scholar 

  75. Welch, M., & Jackson, P. R. (2007). Rethinking internal communication: A stakeholder approach. Corporate Communications: An International Journal, 12(2), 177–198. https://doi.org/10.1108/13563280710744847

    Article  Google Scholar 

  76. Yin, R. (2014). Case study research: Design and methods. Sage.

    Google Scholar 

  77. Yin, R. K. (2015). Estudo de Caso-: Planejamento e métodos. Bookman editora.

    Google Scholar 

  78. Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). Sage

    Google Scholar 

Download references

Acknowledgements

This research has been financed by Portuguese public funds through FCT—Fundação para a Ciênciae a Tecnologia, I.P., in the framework of the project with reference UIDB/04105/2020.

Author information

Authors and Affiliations

  1. School of Economics and Management, University of Porto, Porto, Portugal

    Helena Madeira

  2. School of Economics and Management and Cef.Up, University of Porto, Porto, Portugal

    Amélia Brandão

  3. Higher Institute of the Entre Douro and Vouga Region and CEOS. Polytechnic of Porto, Porto, Portugal

    Jorge Remondes

Authors
  1. Helena Madeira
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Amélia Brandão
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Jorge Remondes
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Amélia Brandão .

Editor information

Editors and Affiliations

  1. University of Maia-ISMAI, Maia, Portugal

    José Luís Reis

  2. Universidade de Santiago de Compostela, Santiago de Compostela, Spain

    Marisa Del Rio Araujo

  3. University of Porto, Porto, Portugal

    Luís Paulo Reis

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

Rights and permissions

Reprints and permissions

Copyright information

© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Madeira, H., Brandão, A., Remondes, J. (2024). Organizational Communication: How to Engage Internal Communication in a B2B Case Study. In: Reis, J.L., Del Rio Araujo, M., Reis, L.P., dos Santos, J.P.M. (eds) Marketing and Smart Technologies. ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol 344. Springer, Singapore. https://doi.org/10.1007/978-981-99-0333-7_20

Download citation

  • DOI: https://doi.org/10.1007/978-981-99-0333-7_20

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-99-0332-0

  • Online ISBN: 978-981-99-0333-7

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation