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Connected digitally and dedicated loyally: the features and impact of internal online events on employee outcomes
Purpose: The objective of this research is to investigate the role and features of IOE in organizations and measure their impact on employee outcomes (communication satisfaction and loyalty in active and passive forms).
Design/methodology/approach: The study involved three semi-structured interviews in India, Russia, and France, and the data were analyzed through a qualitative coding procedure. In addition, a survey was conducted among employees regarding their perceptions of IOE. 184 fully completed questionnaires were collected, and the results were analyzed using SEM.
Findings: The analysis of qualitative data revealed common patterns in internal online events in the organizations across India, Russia, and France. The quantitative analysis showed the significant impact of internal online events on perceived communication satisfaction. Which in turn primarily stimulates the development of active employee loyalty rather than passive loyalty.
Research limitations/implications: This study acknowledge that the samples were limited to only a few geographical regions of India, Russia, and France. Also, the research is subject to sampling limitations due to snowball approach.
Practical implications: Internal communication managers can use this research findings to develop more effective internal online events to address organizational goals and create synergy based positive outcomes (such as loyalty) within the employees of the organization.
Originality/value: Research contributes to exploring the role and characteristics of IOEs by applying Engagement theory, emphasizing their capacity as a strategic IC channel to enhance employee involvement. Moreover, the study investigated the impact of IOEs on communication satisfaction and employee loyalty by applying AET to communication.