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Determining employees' acceptance of electronic newsletters in an academic environment

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dc.contributor.advisor Wiid, J. A.
dc.contributor.advisor Meyer, A. A.
dc.contributor.author Prinsloo, Carly Kim
dc.date.accessioned 2016-06-01T12:36:45Z
dc.date.available 2016-06-01T12:36:45Z
dc.date.issued 2016-02
dc.identifier.citation Prinsloo, Carly Kim (2016) Determining employees' acceptance of electronic newsletters in an academic environment, University of South Africa, Pretoria, <http://hdl.handle.net/10500/20296> en
dc.identifier.uri http://hdl.handle.net/10500/20296
dc.description.abstract Internal marketing and internal communication are essential tools to align em-ployees’ mindsets with the necessary tasks which bring about employee satis-faction and organisational prosperity. Electronic newsletters serve as an internal marketing communication medium which can convey the necessary information to employees regarding the organisation’s goals and objectives. They also act as a medium to build relationships with employees and encourage improved service delivery and customer-oriented employee mindsets. Employees’ willingness to make use of electronic newsletters for the purpose of disseminating organisational information is an indication of employees’ acceptance of the organisational information and use thereof in performing organisational tasks successfully as the organisation intends. The purpose of the current study was to determine employees’ acceptance of electronic newsletters, as an internal marketing communication medium, in order to disseminate organisational information which contributes to the attainment of organisational goals, objectives and success. An empirical study was conducted to determine employees’ acceptance of elec-tronic newsletters by means of an adapted technology acceptance model, self-administered, e-mail survey disseminated to employees of a higher education institution. The study followed a quantitative research approach, utilising re-gression in the analysis of the data. Based on the research results, employees do accept the electronic newsletter for the dissemination of organisational information, albeit with suggestions on how it can be better utilised in future. en
dc.format.extent 1 online resource (xvi, 186 leaves) : illustrations (some color)
dc.language.iso en en
dc.subject Internal marketing en
dc.subject Internal communication en
dc.subject Acceptance en
dc.subject Willingness en
dc.subject Technology acceptance model (TAM) en
dc.subject Electronic newsletter en
dc.subject Higher education institution en
dc.subject Information overload en
dc.subject Regression en
dc.subject.ddc 384.34065
dc.subject.lcsh Universities and colleges -- Employees en
dc.subject.lcsh Electronic mail messages en
dc.subject.lcsh Business communication en
dc.title Determining employees' acceptance of electronic newsletters in an academic environment en
dc.type Dissertation en
dc.description.department Business Management en
dc.description.degree M. Com (Business Management)


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