Digital Resource Analysis for Implementing Communication Strategy

This report provides an analysis of ten academic articles related to business communication, with a specific focus on digital strategies. The articles explore various aspects of digital communication, including the impact of social media on customer satisfaction, team collaboration, and brand building. The report examines the role of technology in the workplace, knowledge sharing practices, and the strategic use of social media for marketing and communication. It also delves into the influence of digital tools on internal communication, employee attitudes, and the development of business-to-business communication. The analysis considers factors that influence knowledge sharing within organizations, the use of intranets, and the implementation of effective communication strategies. The report highlights key findings from each article and their implications for implementing a successful digital communication strategy within an organization. The articles cover a range of topics including social media, internal communication, knowledge sharing, and B2B communication.

Running Head: BUSINESS COMMUNICATION
Business communication
Name of the student
Name of the university
Author note

1BUSINESS COMMUNICATION
Article 1
Agnihotri, R., Dingus, R., Hu, M.Y. & Krush, M.T., (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
In this article, it has been mentioned that customer satisfaction has become the
important initiative of the business organizations. Here the author has mentioned that after the
introduction of social media in a business industry the demand as well as the interest of the
customers, have changed. In order to conduct the research, the author has identified that
structural equation model is being reflected through the information communication
behaviour of the salesperson. In this study, the author has also identified that the social media
influence the communication behaviour and by taking the advantages, the organizations
enhance the responsiveness of the salesperson for the customer satisfaction. It has been
mentioned in this article that the important influence of the salesperson behaviour through the
social media can influence the customer relation related strategy of the company. In the
above article, the importance of social media for influencing the needs and demands of the
customers have been mentioned. On the other hand, it has also been identified that depending
on the behaviour of the salesperson behaviour. The customer behaviour gets influence.
Therefore, it can be said that this article will help the organizations to increase customer
satisfaction by adopting effective social media using practices.
Article 2
Cardon, P.W. & Marshall, B., (2015). The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication, 52(3), pp.273-293.
As stated by Cardon and Marshall (2015), social networking has become one of the
important platforms for the organizations for attempting the development regarding team

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collaboration and communication. After surveying on 227 business organizations, it has been
identified that social networking has the higher level of impact on the team collaboration and
communicational practices compared to the other channels of communication. It has also
been identified by the author that the in the case of organizational practices the business
professionals use the social networking as a primary tool for developing team communication
and collaboration. In the above article, the development of team communication and
collaboration has been highlighted. This article can be useful for the organizations which are
faxing the issue for managing effective team communication practices. It can be said that if
the organization focuses on adopting the social networking tool, it will be beneficial for
managing the better team communication and collaboration.
Article 3
Colbert, A., Yee, N. & George, G., *(2016). The digital workforce and the workplace of the
future.
As stated by Colbert, Yee and George (2016), technology has become one of the
important elements of human life. Near about half of the world, population have started using
the internet. In the current situation, the internet is being used in the school, college and every
place. It has become one of the important parts in the case of sharing information. Here the
author has identified that, with the increasing uses of digital technology, the business
organizations have adopted it in developing the customer relationship. It is being used for
managing the digital money and value perception of the organization. From the article, it can
be said that with the increasing uses of digital technology in the workplace will help to
develop efficiency in the near future.
Article 4

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Dong, Y., Bartol, K.M., Zhang, Z.X. & Li, C., (2017). Enhancing employee creativity via
individual skill development and team knowledge sharing: Influences of dual‐focused
transformational leadership. Journal of Organizational Behavior, 38(3), pp.439-458.
According to Dong et al. (2017), it has been identified that the knowledge sharing is
being considered as an important part in team development. Through the knowledge sharing
process team creativity, innovation can be influenced. It has been identified in this study that
the transformational leadership practices have the higher level of impact in the case of skill
development, relationship development and knowledge sharing process. By using the
theoretical implications, the author has mentioned that the cross-level contextual factors in an
organization are being influenced due to the knowledge sharing process through TFL
practices.
Article 5
Hassan, S., Nadzim, S.Z.A. & Shiratuddin, N., (2015). Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-
269.
In this article, it has been identified that in the current scenario, the uses of social
media has become one of the major concern for the companies. In the words of Hassan,
Nadzim and Shiratuddin (2015), in the case of the small business organization, the social
media is being used as the important marketing tool. In this article, the AIDA model has been
highlighted as an essential marketing tool. It has been mentioned that the in order to adopt an
effective marketing strategy, the AIDA model is beneficial. In this article, it has been
identified that the business initiatives can be effective in the case of if the entrepreneur will
focus on using social media as the important marketing tool so that the attention interest,
desire and action of the customers can be easily analysed. The article can play a beneficial

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role in the case of dealing with the business communication-related practices in an effective
manner. As people have become highly fond of technology, therefore, marketing through
social media will help the organizations to develop the customer relationship.
Article 6
Razmerita, L., Kirchner, K. & Nielsen, P., (2016). What factors influence knowledge sharing
in organizations? A social dilemma perspective of social media communication. Journal of
Knowledge Management, 20(6), pp.1225-1246.
In the words of Razmerita, Kirchner and Nielsen (2016), it has been identified that
social media is being used for providing the knowledge and information so that the
organizational communication can be developed. Here the author has identified the factors
which influence the perception of the employees by highlighting the social media. In this
study, the self-determination and social dilemma theory have been mentioned which play an
important role in identifying the general drivers and the barriers in the organization. These
barriers influence the knowledge sharing process as well as management support, motivations
and internal processes. The article will be beneficial for the organization which are dealing
with the issue regarding knowledge and information sharing. The organizations which have
faced several challenges due to the employee perspectives will be able to develop the
knowledge and information practices better.
Article 7
Stark Nässlin, R., Gustafsson, E. & Åman, A., (2018). Digital Internal Communication: An
investigation of digital communication tools used within three organizations and employees'
attitudes towards these tools.
In this article, it has been identified that the digital communicational tools gave the
higher level of impact in the case of improving the knowledge and information sharing

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practices in an organization. According to the author, the digital communication tools are
very effective in the case of dealing with the communicational flow in the organization. In
this article, the attitude of the employees and changing organizational communication flow
after the introduction of digital communicational tools have been highlighted. In this article,
it has been identified that the internal communication of an organization is very important for
developing the organizational hierarchy. Here the author has identified due to too much
communication most of the times the employees get irritated. In this case, the communication
gets affected. This article can be beneficial for the organization to understand how the
excessive uses of digital tools influence the internal behaviour of the company.
Article 8
Underwood, M.A., (2017). Intranet Exploitation of Social Network Knowledge Intelligence.
In Harnessing Social Media as a Knowledge Management Tool (pp. 273-298). IGI Global.
In the words of Underwood (2017), the intranet is being considered as one of the
oldest concepts which are being used in the business industry from near about 25 years for
managing the business data communication process. It has been identified in this article that
the after the technological improvement, the popularity of intranet has increased in the
business industry. However, it is true that after the introduction of social media in the
business industry, the uses of intranet has increased knowledge management practices. In this
study it has been mentioned that in the current situation, the organizations are using social
media for collaborating the group interaction, gathering knowledge and collecting
information. The above article will be beneficial in the case of managing the organizational
data or knowledge. Here depending on the social media, the business information system can
be developed.
Article 9

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Vernuccio, M., (2014). Communicating corporate brands through social media: An
exploratory study. International Journal of Business Communication, 51(3), pp.211-233.
In the words of Vernuccio (2014), in the current scenario, the emerging strategic
approaches are being used for communicating with the corporate brands with the help of
social media. Here the author has highlighted four clusters, which are characterized by
individual approaches in the case of openness and interactivity to the corporate brand
building practices via social media. In this article, the author has mentioned that the by using
the social media effectively, the online corporate communication practices can be done in an
effective manner. The author said that by encouraging the online business practices, corporate
organizations would be able to develop effective .branding strategies. Therefore, in the
article, it has been identified that for developing corporate building strategy and corporate
communication the role of social media is very important. The article can be beneficial for
both the small and large business organizations as it has discussed the importance of social
media in the case of developing corporate communication and corporate building strategy.
Depending on this research, the business communication can be effectively developed.
Article 10
Wang, W.Y., Pauleen, D.J. & Zhang, T., (2016). How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management, 54, pp.4-14.
As stated by Wang, Pauleen, and Zhang (2016), in the current business scenario, the
Social media Apps are frequently being used in the case of personal communication. In the
current situation, the social media apps are being used as the important channel for
developing the customer relationship. Here the author has discussed that in the case of
business to business communication, the coal media has become one of the major tools. In

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this article, the author has tried to highlight the relationship between the SMA capabilities
and B2B communicational practices. In order to conduct the research, the researcher has
focused on the small and medium sized organizations. In this article, the author has also
mentioned the SMA capabilities through the Media synchronicity theory. In the above article,
it has been identified that the proper relationship between the SMA capabilities and B2B
communication practices are required in a positive manner. By highlighting the MST model,
the organizations will be able to increase the SMA capabilities.

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Bibliography
Agnihotri, R., Dingus, R., Hu, M.Y. & Krush, M.T., (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-
180.
Cardon, P.W. & Marshall, B., (2015). The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication, 52(3), pp.273-293.
Colbert, A., Yee, N. & George, G., (2016). The digital workforce and the workplace of the
future.
Dong, Y., Bartol, K.M., Zhang, Z.X. & Li, C., (2017). Enhancing employee creativity via
individual skill development and team knowledge sharing: Influences of dual‐focused
transformational leadership. Journal of Organizational Behavior, 38(3), pp.439-458.
Hassan, S., Nadzim, S.Z.A. & Shiratuddin, N., (2015). Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172,
pp.262-269.
Razmerita, L., Kirchner, K. & Nielsen, P., (2016). What factors influence knowledge sharing
in organizations? A social dilemma perspective of social media
communication. Journal of Knowledge Management, 20(6), pp.1225-1246.
Stark Nässlin, R., Gustafsson, E. & Åman, A., (2018). Digital Internal Communication: An
investigation of digital communication tools used within three organizations and
employees' attitudes towards these tools.

9BUSINESS COMMUNICATION
Underwood, M.A., (2017). Intranet Exploitation of Social Network Knowledge Intelligence.
In Harnessing Social Media as a Knowledge Management Tool (pp. 273-298). IGI
Global.
Vernuccio, M., (2014). Communicating corporate brands through social media: An
exploratory study. International Journal of Business Communication, 51(3), pp.211-
233.
Wang, W.Y., Pauleen, D.J. & Zhang, T., (2016). How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management, 54, pp.4-14.