Comunicarea online – provocări manageriale

Abstract

The current study is based on data obtained from an annual panel survey conducted on 305 Romanian organisations from the private, public and non-proft sectors. The part of the study that we refer to addresses online communication within organisations or the use of technology for communi-cation purposes, both with target groups as well as a collaborative tool amongst members. We compare all three sectors, and fnd that online communication is regarded as less important in the public sector. We also compare geographical areas and fnd no signifcant difference in the perception on online communication tools. Theoretically, we anchor our work in the study on public perceptions correlated with online visibility, as well as in e-service quality studies and the unifed theory of acceptance and use of technology.

Keywords

• online communication, communica-tion in organisations, use of social media in instituti-ons, public perceptions of institutions, unifed theory of acceptance and use of technology.