Abstract
PurposeThe purpose of this paper is to examine relational and task dimension of online communication and the associated emotional experience.Design/methodology/approachThis paper examines four categories of work outcomes: emotional experiences of work, work attitudes, work dynamics and work behaviours; and links each to the cross‐cultural online communication context.FindingsIt was found that diversity‐oriented HRM can reduce the cultural fault‐lines between individualist and collectivist (IC) cultures, and thereby positively moderate the relationship between cross‐cultural online communication and affective, cognitive and behavioural outcomes.Practical implicationsDiversity‐oriented HRM can capitalize on an organisation's cultural diversity and avoid cross‐cultural misunderstandings. In a more practical sense, the research purports that combined use of IC HRM practices can produce greater efficiency and effectiveness in online communications worldwide.Originality/valueThe paper provides an insight into the potential implications of increased use of information technology on cross‐cultural communication, and human resource management. The significance of diversity‐oriented human resource management in managing these implications is also highlighted.
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