Measuring Strategic Communication from the Audience’s Point of View (Evidence from a Specific Sector in a Developing Economy)

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dc.contributor.authorBashir, Hassan
dc.contributor.authorNgoma, Muhammad
dc.contributor.authorNtayi, Joseph
dc.contributor.authorBalunywa, Wasswa
dc.contributor.authorNangoli, Sudi
dc.date.accessioned2022-05-25T20:14:05Z
dc.date.available2022-05-25T20:14:05Z
dc.date.issued2018
dc.description.abstractIn this study we adopted a cross sectional descriptive research design to define and measure strategic communication in the Ugandan health sector organizations. We argue that strategic communication is a center piece in making or breaking organizations and thus must be well managed. And that, to manage strategic communication effectively, it must be measured effectively. We used an analytical survey design with mixed methods to measure strategic communication. We collected quantitative data in two phases. In phase one, we used a sample of 170 organizations to test and refine the designed measurement model. In phase two, we used a sample of 223 organizations in the same population to confirm the validity and reliability of the refined instrument. We collected qualitative data to compliment the quantitative data. The findings of the study revealed that strategic communication is defined as cognitive awareness and emotional attachment to the purpose for communication. The study contributes to literature by providing a valid and reliable tool for assessing the level of strategic communication in organizations.en_US
dc.identifier.citationBashir, H., Ngoma, M., Ntayi, J., Balunywa, W., & Nangoli, S. (2018). Measuring Strategic Communication from the Audience’s Point of View (Evidence from a Specific Sector in a Developing Economy). Organizational Behaviour Elixir Org. Behaviour, 115(2018), 49718-49731.en_US
dc.identifier.urihttps://www.researchgate.net/profile/Hassan-Bashir-6/publication/326506346_Measuring_Strategic_Communication_from_the_Audience's_Point_of_View_Evidence_from_a_Specific_Sector_in_a_Developing_Economy/links/5b6874f192851ca650511223/Measuring-Strategic-Communication-from-the-Audiences-Point-of-View-Evidence-from-a-Specific-Sector-in-a-Developing-Economy.pdf
dc.identifier.urihttps://nru.uncst.go.ug/handle/123456789/3382
dc.language.isoenen_US
dc.publisherOrganizational Behaviour Elixir Org. Behaviouren_US
dc.subjectStrategic Communicationen_US
dc.subjectInteractionsen_US
dc.subjectCognitive Awarenessen_US
dc.subjectEmotional Attachmenten_US
dc.titleMeasuring Strategic Communication from the Audience’s Point of View (Evidence from a Specific Sector in a Developing Economy)en_US
dc.typeArticleen_US
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