Strategic Communication Effectiveness in the Ugandan Health Sector
Do Relational Cohesion and Interaction Quality Matter
Bibliographic Data
| ID | 12800451 |
|---|---|
| Authors | Hassan Bashir (0000-0002-8606-8342, Makerere University, corresponding author), Muhammad Ngoma (Makerere University), Joseph Mpeera Ntayi (0000-0003-3223-2036, Makerere University), Wasswa Balunywa (Makerere University) |
| Year | 2024 |
| Volume | 18 |
| Issue | 3 |
| Pages | 266-289 |
| Publication date | 2024-04-16 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2024.2331005 |
| OpenAlex | W4394855928 |
| Language | EN |
| References cited | 54 |
A strategic approach to communication streamlines the communication processes of an organization. In a setting of a wide range of stakeholders like the healthcare system, it is important to focus communication efforts to reach the different stakeholder groups and ensure common understanding and willingness to act by all the groups in order to achieve the organization mission. This study tested the effects of relational cohesion and interaction quality on strategic communication effectiveness in the Ugandan health sector. This study is premised on the commitment-trust theory to explain the relational bonds that are embedded in interactions that drive the audience to implement the action points in the messages received. The study adopted a cross-sectional survey with mixed methods, including triangulated quantitative data collected from 381 health organizations' audiences and qualitative data collected from 12 key informants. The results revealed that relational cohesion is a significant predictor of strategic communication effectiveness. The results further indicated that interaction quality is a partial mediator between relational cohesion and strategic communication effectiveness. Theoretical and policy implications are provided, and direct interactions like dialogues and one-on-one communication formats are recommended as the best communication strategies to achieve the organization mission
Business · Cohesion (chemistry · Health communication · Knowledge management · Political science · Public relations · Quality (philosophy · Stakeholder · Strategic Communication · Computer Science · Customer Service Quality and Loyalty · Organizational Leadership and Management Strategies · Psychology · Public Relations and Crisis Communication
Multivariate data analysis
Qualitative Data Analysis
Psychological ownership and affective reaction
Toward a Theory of Psychological Ownership in Organizations
Evidence-Based Survey Design
Self-Regulation for Managerial Effectiveness
Developing and validating a multidimensional consumer-based brand equity scale
Social Networks and the Performance of Individuals and Groups.
The State of Psychological Ownership
Interaction involvement
Social Yet Creative
The Commitment-Trust Theory of Relationship Marketing
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Mediation in experimental and nonexperimental studies
Determining Sample Size for Research Activities
Measures of Perceived Interactivity
Self-efficacy
Development and validation of brief measures of positive and negative affect
The Self-Efficacy Scale
Toward a Roles Theory for Strategic Communication
Towards the final frontier
Innovation, Communication, and Leadership
Strategic Communication in U.S. Higher Education
Psychological ownership
The use of Triangulation in Social Sciences Research
Beyond Baron and Kenny
Validation and measurement of the fundamental themes of relational communication
Role-Identity Salience
Defining Strategic Communication
What are emotions? And how can they be measured
Telic Reflections
| Highly cited | No |
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