Stakeholder theory and internal marketing communications: a framework for analysing the influence of new media

Nigel De Bussy · Michael Thomas Ewing · LEYLAND F. PITT

83 citations0/0 files storedJournal of Marketing Communications

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Marketing and Advertising Strategies Digital Marketing and Social Media Public Relations and Crisis Communication

Abstract

Effective two‐way communication is widely viewed as an essential component of successful internal marketing strategies, yet little research has so far been conducted on the relative merits of different communication media in an internal marketing context. Since the mid‐1990s Internet technologies have revolutionized internal communications in many organizations. However, the impact of these new forms of electronic media on internal marketing communication remains relatively unexamined. This paper draws on stakeholder and communication theories to provide a framework for understanding the dimensions of effective internal marketing communications and presents the results of an empirical study on the relationship between these dimensions and the use of new media in the workplace.

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References

1976Theory of the firm: Managerial behavior, agency costs and ownership structure 2010Strategic management a stakeholder approach 1937The Nature of the Firm 1994The Commitment-Trust Theory of Relationship Marketing 1996Production, Information Costs and Economic Organization 1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 1975Markets and Hierarchies 2000Marketing management: analysis. planning. implementation and control

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