Exploring the Role of WhatsApp in Enhancing Internal Organizational Communication: Evidence from the Institute of Accountancy Arusha in Tanzania

Abstract

Effective communication channel is an imperative demand in the current working and management situations in ensuring effective communication within an organization. This study explores the role of WhatsApp as a communication channel in enhancing internal organizational communication in Tanzanian higher educational institutions (HEIs), drawing evidence from the Institute of Accountancy Arusha (IAA). Specifically, it evaluates the suitability of WhatsApp as a communication channel within the organization; and analyzes the risks of using WhatsApp as a formal communication channel within the organization. The study was informed by the Media Synchronicity Theory which posits that effective organizational communication is enhanced by the right choice of communication media. The study employed a convergent parallel design to collect data from 190 workers (7 from the management team, and 183 regular workers) at IAA, using questionnaires and interviews. Interviews were used to collect data from 7 management team. Questionnaires were used to collect data from the 183 regular workers whereby they were sent a 12-item questionnaire through email. These were then analysed descriptively and thematically respectively. The results showed that the employees were highly satisfied with the frequency and freedom of sharing information through WhatsApp whose overall satisfaction level was rated with a mean value of 4.2368 on a five-point Likert scale. The study also found potential risks of using WhatsApp which are highly connected to security issues of the employees in the organization. The study concludes that WhatsApp is an effective communication channel within organizations when used under control. The study recommends for the safe formalization of WhatsApp to be used as a formal internal channel of communication, training of employees and a policy for regularly collecting users’ opinions should be formulated.