Comprehensive Analysis: Digital Communication in Woolworths Company

This assignment analyzes the importance of digital communication for the Australian supermarket chain, Woolworths, which operates in numerous locations and aims to increase productivity, build brand visibility, and communicate with customers. The assignment uses an annotated bibliography to evaluate ten sources, including articles from journals like "Internet Research" and "Human Resource Management Review." These sources explore various aspects of digital communication, such as the impact of social media on employee performance, the analysis of social media usage patterns, the role of social media in recruitment, the effect of online communication on job performance, workplace communication preferences of millennials, the role of social media in team communication and collaboration, driving employee engagement, the use of virtual teams, and the importance of leadership in virtual teams, and workplace engagement and generational differences. Each annotation summarizes the central theme and scope of the respective source, providing insights into how Woolworths can leverage digital communication to improve its business strategies. The assignment also discusses the potential challenges and negative aspects associated with digital communication, such as the impact on senior employees or negative comments from employees, and suggests strategies for overcoming them. The overall goal is to develop a comprehensive communications strategy for Woolworths based on research.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Introduction
The assignment throws light on analysing the importance of digital communication in
the company Woolworths. Woolworths is one of the largest Australian supermarkets which
was founded in the year 1924 and it has their presence in more than 995 locations. As the
company has their presence in various locations, it is essential for them to adopt the digital or
social media communication aspects which will be helpful for increasing the overall
productivity in the company and build the brand through increasing visibility the brand and
communicate with potential customers in the market. With the help of the respective articles,
it will be helpful for understanding the different kinds of communication related strategies
that will be enhancing the growth of the company in a proper manner.
Annotated Bibliography
Article 1- Cao, X., Guo, X., Vogel, D., & Zhang, X. (2016). Exploring the influence of social
media on employee work performance. Internet Research, 26(2), 529-545.
The three authors of the article include Xiongfei Cao, Xitong Guo, Douglas Vogel
and Xi Zhang graduated from universities in China. The main aim and purpose of the paper is
to investigate the effect of social media on work performance of employees and it helps them
in creating value for the work which are being performed.
Social media have revolutionized communication in lives of people with explosive
kind of growth as well as widespread application. In case of Woolworths, they have their
operations in different parts of the world and through the incorporation of virtual teams, the
information can be generated within few seconds.
On the other hand, as commented by (), there can be different negative impact of
social media in workplace such as it can be inclusive of the unauthorized employees

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commenting negative aspects of the company in the website and it can affect the brand
reputation and there can be accidental release of the confidential information of the company.
Therefore, it can be concluded from the article that social media can be implemented
by Woolworths to improve their brand image and profitability, however through keeping eye
on the usage of the same by employees.
Article 2- Go, E. & You, K.H., (2016). But not all social media are the same: Analyzing
organizations’ social media usage patterns. Telematics and Informatics, 33(1), pp.176-186.
In the respective article, Eun Go graduated from USA and Kyung Han You graduated
from South Korea and the main aspect which have been discussed in the respective article is
relating to analysis of the social media usage patterns in the companies.
Through the application of social media, it will be helpful in reinforcing the corporate
culture in the company and social media will be providing the opportunity to recognize the
employees in such a manner which can be helpful for them in instantly preparing the brand
image. Furthermore, from the article, it can be identified that in Woolworths, the company
can be communicating the different kinds of aspects related to meetings through social media
channels and it will be helpful for promoting the brand and products in a positive manner.
On the contrary, as commented by (), the digital way of communication has been
creating generation gaps that has affected the morale of the senior employees who do not
have much knowledge on the digital aspects of communication.
It can be concluded that the workplace communication through digital medium can be
incorporated by providing proper training and development aspects provided to employees
and helping them in understanding the aspects.

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Article 3-. Al-Rawi, A. (2017). News values on social media: News organizations’ Facebook
use. Journalism, 18(7), 871-889.
In the respective article, the author Ahmed Al-Rawi studied from Canada and the
main aspect which has been highlighted in the article is relating to the process of selection
through the social media channels.
The digital mode of communication helps the companies in recruiting and selecting
the candidates and understanding their professional background from the different job portals.
In case of Woolworths, the similar aspect can be introduced wherein the management of the
company will be receiving the job resumes on portals and recruit the potential candidates.
On the other hand, as commented by (), there can be different errors in recruiting the
candidates and informing employees regarding the different kinds of job related
responsibilities in details. Moreover, it can be leading to problems in significance and
proximity.
In conclusion, the companies need to be aware about the different kinds of social
media aspects and it will be helpful for them in providing training that will be leading to the
success.
Article 4- Zhang, X., & Venkatesh, V. (2013). Explaining employee job performance: The
role of online and offline workplace communication networks. Mis Quarterly, 695-722.
The authors namely Xiaojun Zhang have studied from Hong Kong and Viswanath
Venkatesh studied from the university of Arkansas. In the article, the main aspect which has
been identified is relating to the importance of social media communication for improving
and enhancing job performance of the employees.

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In the present scenario, the online communication such as preparation of the virtual
teams can be helpful for the companies to gain knowledge on the different aspects and
prospects which are taking place in the other parts of the world. Through the social networks,
it helps in strengthening and building the personal relationships with the co-workers and it
will be appropriate for growth of company.
On the other hand, () has opined that the social media communication has not been
able to be popular in the different companies as there are different individuals from various
generations and it can lead to the overall ineffectiveness.
Therefore, it can be inferred that social media communication can be helpful for
improving the overall success of the firm and gain competitive advantage in the firm.
Article 5- Hall, A., (2016). Exploring the workplace communication preferences of
millennials. Journal of Organizational Culture, Communications and Conflict, 20, p.35.
The authors namely Ashley Hallb studied from Austin State University and the main
aspect which has been discussed in the article is relating to the workplace communication
preferences of the different millennials working in the different companies.
In the different workplaces, the millennials are increasing to a large number and due
to the same, the different kinds of workplace communication strategies are changing. The
millennials prefer to use social media as they feel through the same, it can help them in
discovering and share the internal expertise and allows the different kind of expertise in the
fields in which the employees belong.
As commented by (), the social media communication can be of both negative and
positive aspects for millennials as there can be negative usage of the same in attaining the
goals which can be affecting productivity of company negatively.

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Therefore, it can be concluded that the social media channels should be used by the
millennials after providing them with proper training which will be enhancing their
productivity and attain the goals appropriately as well.
Article 6- 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), 273-293.
The authors Peter W. Cardon and Bryan Marshall have studied from United States of
America and the main aspect which has been analyzed in the article is relating to the
importance of social media on the team communication and collaboration between the
different employees.
In the article, the communication is the most crucial element which should be
identified as it will be generating collaboration between the different members in the team.
The leadership and the communication among the leaders and subordinates play a major role
in improving the morale of employees which will be increasing the effectiveness of the
company in a positive manner.
On the other hand, the other article has discussed the fact that the offline
communication technique is much better as it will be enhancing the growth of the company in
a positive manner. The growing adaption of the social media techniques can be ineffective as
there can be different kinds of negative usages of social media.
Article 7- Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The
expanded role of internal communications. International Journal of Business
Communication, 51(2), 183-202.

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The authors Karen Mishra, Lois Boynton, and Aneil Mishra have studied from The
United States of America and the main aspect in the article is relation to drive the
engagement of the employees. The communication is the key aspect which should be
implemented by the companies as it will be enhancing growth of the companies in a positive
manner.
In the corporate business environment, the driving of engagement of the employees is
the main and central idea which should be incorporated by the company as it will be
beneficial for the overall success of the company and gain competitive advantage in the
market as well. The communication in the companies help in improving morale of employees
and encouraging them in increasing the productivity.
On the other hand, as commented by (), the workplace communication is the most
appropriate methods that should be implemented by the companies, however it should be
from demonstrating the overall effectiveness of the process of communication.
Article 8- Marlow, S. L., Lacerenza, C. N., & Salas, E. (2017). Communication in virtual
teams: A conceptual framework and research agenda. Human Resource Management
Review, 27(4), 575-589.
The authors Shannon L. Marlow, Christina N. Lacerenza, Eduardo Salas have studied
from the USA university and the main aspect in the respective article helps in analysing the
fact that the virtual teams are becoming implemented through social media and digital
communication aspects coming in the scenario.
The respective article helps in analysing the fact that the different concepts related to
virtual teams help in improving the morale of employees by analysing the different kinds of
ideas of managing the team by sitting at one place. In the respective scenario, in making the

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different teams’ function, it is required for the companies to adopt the virtual team approach
through which they can be communicating to all the branches at one go.
On the other hand, as commented by (), the virtual teams can create a negative impact
as the process of communication as it will be creating chaos in the companies.
Article 9- Liao, C. (2017). Leadership in virtual teams: A multilevel perspective. Human
Resource Management Review, 27(4), 648-659.
The author of the article named Liao studied from The United States of America
wherein the leadership is the main aspect which should be maintained for analysing proper
communication in the workplace. In order to improve the relationships between the
employees, the cross-functional aspects need to be improved which will be improving the
overall efficiency in a positive manner.
In the workplace, the virtual teams play a major role as to generate the different
information within the different teams in a proper and appropriate manner. Through the
incorporation of virtual team, there should be proper leadership skills that will be enhancing
the overall effectiveness of the company.
On the contrary, as commented by (), the virtual teams are not an easy task to handle
as there are different kinds of issues which will be affecting growth of the company in a
negative manner. Proper communication can be gained through the incorporation of the
virtual leadership training and functioning.
Article 10- Schullery, N. M. (2013). Workplace engagement and generational differences in
values. Business Communication Quarterly, 76(2), 252-265.

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The author Nancy M. Schullery studied and completed her degree from The United
States of America and the main aspect which has been discussed in the respective article is
relating to the workplace engagement among the different employees in a positive manner. In
the present scenario, the different millennials in the workplace prefer the employee
engagement through social media platforms.
The article helps in showcasing the facts that through the digital workplace
communication technique, it will be beneficial in enhancing the growth of the company
positively. The engagement plays vital role in improving relations between employees and it
will be engaging the employees to improve productivity.
On the other hand, () has commented that the workplace engagement can be initiated
through proper offline communication between the employees which will be benefitting the
organizational activities. In addition, there are generational differences which can impact the
organizational productivity as they do not prefer the online approach of improving the
business-related activities.

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References
Al-Rawi, A. (2017). News values on social media: News organizations’ Facebook use.
Journalism, 18(7), 871-889.
Cao, X., Guo, X., Vogel, D., & Zhang, X. (2016). Exploring the influence of social media on
employee work performance. Internet Research, 26(2), 529-545.
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), 273-293.
Go, E. & You, K.H., (2016). But not all social media are the same: Analyzing organizations’
social media usage patterns. Telematics and Informatics, 33(1), pp.176-186.
Hall, A., (2016). Exploring the workplace communication preferences of millennials. Journal
of Organizational Culture, Communications and Conflict, 20, p.35.
Liao, C. (2017). Leadership in virtual teams: A multilevel perspective. Human Resource
Management Review, 27(4), 648-659.
Marlow, S. L., Lacerenza, C. N., & Salas, E. (2017). Communication in virtual teams: A
conceptual framework and research agenda. Human Resource Management Review,
27(4), 575-589.
Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded
role of internal communications. International Journal of Business Communication,
51(2), 183-202.
Schullery, N. M. (2013). Workplace engagement and generational differences in values.
Business Communication Quarterly, 76(2), 252-265.

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Zhang, X., & Venkatesh, V. (2013). Explaining employee job performance: The role of
online and offline workplace communication networks. Mis Quarterly, 695-722.