The role of electronic management in activating corporate communication a study on workers in the Syrian Virtual University

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THE ROLE OF ELECTRONIC MANAGEMENT IN ACTIVATING CORPORATE COMMUNICATION A STUDY ON WORKERS IN THE SYRIAN VIRTUAL UNIVERSITY

Abstract

The rapid developments in the era of modernity and the technology revolution, especially in the field of communications have forced business organizations to transform their business and principles of work controlling standards and used tools, in line with the aspirations and desires of the employees and the external customers. All these factors increased the competition between organizations.

Furthermore, the emergence of technological developments has been accompanied with the appearance of new methods, standards, systems and concepts for the managerial work in organizations. The most prominent of these modern concepts is the term of "electronic management" as a contemporary approach to the development and modernization of managerial work in organizations, as it came to replace traditional management and address its problems.

This study aims to highlight the role of electronic management in activating corporate communication. It provides proposals and recommendations which help the management in the Syrian Virtual University to effectively use corporate communication in achieving its plans.

Keywords: Electronic Management, Corporate Communication, Syrian Virtual University.

Problem

The application of the concept of electronic management requires the organizations to adopt the principle of change and development and to modernize their work [8-9], and the employees in organizations to apply distinct electronic technologies and positive investment in information and communication technologies that help in the transition towards the corporate changes, especially with regard to the state of corporate communication between employees [3].

Since corporate communication between employees in all the organizations is an important factor in the completion of work, a special attention is paid to use of modern techniques to activate the efficiency of corporate communication in them [4]. Syrian Virtual University seeks to focus on the application of managerial concepts that help to activate the role played by corporate communication between its employees through the application of the concept of electronic management, which aims in its content, to direct all modern technologies into empower the corporate communication processes between all the employees in the university. Based on this phenomenon of transformation, the problem of the study can be formulated in the main question:

How does corporate communication work in light of the application of electronic management from the point of view of employees in the Syrian Virtual University?

A group of sub-questions derived from the main question as follows:

• What is the role of electronic management in the process of corporate communication in the university?

• What are the obstacles to the application of electronic management in the process of corporate communication in the university?

Aim

electronic management corporate communication

The aim of this study was to explore the role of electronic management in the process of corporate communication in the university.

• Identify the obstacles to the application of electronic management in the process of corporate communication in the university.

• Highlight the differences between the responses of the study's sample in Syrian Virtual University according to the variables of age, gender, educational qualification and years of experience towards the role of electronic management in activating the corporate communication between the employees.

Theoretical Terms

Electronic management is defined as the use of integrated data information in order to guide the policies and procedures of the organization's work [5-10], with the aim of achieving its objectives and providing the flexibility needed to respond to the successive internal and external changes [1].

Omari. A, describes electronic management as the ability of the organization to provide services and exchange information through the easiest and the cheapest electronic means [7], while saving both time and effort and guaranteeing the privacy and security of information at any time and place [3].

Hanafi.M identifies corporate communication as the transfer of information and ideas in an efficient and continuous manner between individuals and each other at all organizational levels, between organizational managers, as well as between senior management and employees and supervisors [2]. He described corporate communication as a linking network that connects all members of the organization [6].

Method

This study belongs to the descriptive analytical method. It was conducted through the use of comprehensive survey from the fifteenth to the thirtieth of May 2023 in two Syrian governorates (Damascus and Aleppo) on the employees of the Syrian Virtual University. The sample of this study consisted of fifty singles (twenty five respondents from every governorate). They were randomly selected during the data collection period. Online Interviews (each for twenty minutes) with open questions on Zoom were conducted with the random sample. The questions of the interview were about the roles and obstacles of electronic management in the process of corporate communication in the university

The distributions of the survey's respondents according to the study's variables were:

Table (1)

The distributions of the survey's respondents according to the study's variables

Results

After analyzing the collected data, the following results were reached:

The role of electronic management in the process of corporate communication in SVU:

• Corporate corporation helped to easily exchange messages and documents, as well as the information related to the completion of the work in the university.

• Corporate corporation facilitated formal communication between managerial levels. In addition, It helped in communicating with the employees in order to solve their problems in and out of work.

• Corporate corporation reduced costs of traditional communication and to overcome the problem of lack of a place for meetings.

• Corporate corporation was important for the exchange of opinions and views between employees. Furthermore, it provided various tools and means for the communication between the employees.

• Corporate corporation coordinated senior management communication with the employees by publishing and distributing information. Moreover, it provided accuracy to the exchanged information in the university.

The obstacles to the application of electronic management in the university's process of corporation communication in SVU:

• The availability of ineffective means and tools for communication.

• The existence of corporate laws and regulations that limited the electronic corporate communication.

• The existence of old available infrastructure (equipment, networks, tools ....)

• The traditional conviction of senior management didn't facilitate the application of electronic management.

• The high cost of maintaining the electronic communication means and tools.

• The existence of government regulations and laws that prevented the effective application of electronic management.

• The lack of training courses in the use of tools and means of electronic communication.

• The absence of clarity in the regulations and laws related to networking and communication between the employees.

• The lack of specialized electronic programs for communication and networking between the employees.

• The frequent interruption of the network provider and connection between the employees.

• The fear of non-confidentiality and follow-up acts when using the electronic means of communication.

• The law confidence in the accuracy of the information provided by the means and tools of the electronic management.

Conclusions

The study reached a number of final results, which were:

• The application of electronic management overcame the geographical dimension factor in the process of corporate communication.

• The application of electronic management reduced the costs of traditional corporate communication.

• The university didn't activate informal communication between employees.

• The university through the use of corporate communication didn't help the employees to solve their problems inside and outside the university.

• The lack of clarity in the regulations and laws related to networking and communication between the employees of the university.

• There was a shortage of employees' skills when dealing with the tools and means of electronic communication.

• There were no governmental regulations and laws that limit the application of electronic management.

These main results can be summarized in the following general result:

There were no significant differences between the averages of the samples' respondents about the role of electronic management in activating corporate communication due to the variables of age, gender, academic qualification, years of experience and job.

Recommendations

In light of the results of the study, the following recommendations can be presented to the Syrian Virtual University:

• Focusing on activating informal communications between the employees, as it is an important resource for the official communication in the university.

• Communicating with the employees and solving their problems inside and outside the university.

• Clarifying and defining the regulations and laws related to networking and communication between all the employees.

• Working on the continuity of the employees' training, so that their abilities can be in harmony with the use of modern means of communication.

References

1. Abdel Nasser Musa and Qureshi Muhammad, (2011): The Contribution of Electronic Management to the Development of the Administrative Work in the Institutions of Higher Education: A Case Study, Journal of the Faculty of Science and Technology, University of Biskra, Issue (4), Algeria.

2. Al-Hamdan Jassim Muhammad and Al-Anzi Fahad Mayouf, (2010): Electronic Management in the Process of Corporate Communication in Primary Schools in Kuwait "Importance, Obstacles and Suggestions for its Development", Arab Gulf Message Magazine, Issue (115), Kuwait.

3. Al-Lawzi Musa Salama, (2010): The Difficulties Facing the Application of Electronic Services in the Civil Service Agencies in Jordan, The Jordanian Journal of Business Administration, Issue (2), Volume (6), Jordan.

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6. Littlejohn S. and Foss K., Theories of Human Communication, (12^th Ed.), California: Thomson/Wadsworth.

7. Newsom S., This is PR. The Realities of Public Relations, (10^th Ed.), Belmont, California: Woodsworth.

8. Mann M., Yanson R. and Lambert A., Using Service Learning to Improve Interviewer and Interviewee Effectiveness//M-t Teaching Review, 2018. vol. 3, 1.

9. Mayfield J., Mayfield M. and Sharbrough, W., Strategic Vision and Values in Top Leaders' Communications: Motivating Language at a Higher Level // International Journal of Business Communication, 2014. vol. 52, 1.

10. Mumby D., Organizing beyond Organization: Branding, Discourse, and Communicative Capitalism // Organization, 2016. vol. 23, 6.

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