The effectiveness of institutional communication management via the Internet in enhancing organizational culture: A study of a sample of users of the websites of Arab institutions and companies in Baghdad

Abstract

Organizational culture in the management of any institution, company, or organization provides a clear way to understand how things are done; also, at the same time, it provides stability for these institutions as well as standards that guide and direct behavior in them. This is especially true when institutional communication is electronic, by using the Internet. Therefore, this study, with a strong focus on the users of the institutions and companies' websites, seeks to evaluate the level of effectiveness of electronic management of institutional communication in Arab institutions and companies, of all kinds, in enhancing the organizational culture of these users, whether internal users who work in them, or external users who benefit from the services provided by these institutions and companies through their websites. Accordingly, this study, with its methodological, theoretical, and field-based frameworks, aims to test the relationship between the level of effectiveness of institutional communication management for Arab institutions and companies via the Internet and the extent to which it enhances the elements of organizational culture for internal and external audience. It also serves as an optimistic attempt to prove the validity of the hypothesis that the electronic management of institutional communication gives the internal audience the opportunity of taking an administrative decision, in contrast to the traditional management of institutional communication. Thus, this study seeks to answer the main question: Have the methods of organizational culture changed due to the electronic management of institutional communication in Arab institutions and companies from the point of view of their audience? This study belongs to descriptive research that describes the phenomenon in its current state and aims to portray, analyze, and evaluate the characteristics of a particular group. Therefore, the best approach for this type of study is the survey method, both field and descriptive, by selecting a sample of users of the websites of companies and institutions, whether from their internal or external audience, as the size of the selected sample is 150 respondents, equally 75 respondents for the internal audience and 75 for the external audience. The study will use a main tool in collecting data and information for research, which is a questionnaire in two parts, one for internal audience questions and the second for external audience questions. Keywords: Institutional communication, organizational culture, management