Between rules, norms and shared understandings: how institutional pressures shape the implementation of data-driven communications
نویسندگان
چکیده
Purpose Big data and analytics make digital communications more effective, but little is known about how institutional pressures shape data-driven communications. These determine constrain how, what, when to whom practitioners should communicate. This empirical study explores forces influence the use of in guiding The paper identifies factors that impact practitioner views on particular tools their day-to-day work. Design/methodology/approach uses a qualitative exploratory approach with in-depth interviews 15 Australian communication through lens neo-institutional theory. Thematic analysis was applied identify three main themes. Findings Communications professionals disclosed they were influenced by coercive such as ambiguous privacy regulations, normative shaped ethical concerns, professionalism various challenges, mimetic determined shared methods implementation technologies analytics. Furthermore, authors reveal – typically associated uncertainty influences exert could lead misguided decision-making. Research limitations/implications study’s findings highlight need for learn inner workings managers if perceived benefits these solutions outweigh any undesirable effects. Practical implications contributes extant research digitalization strategic providing new insights into challenges technologies. Originality/value Despite considerable effects pressures, this first explore impacts at level individual practitioners. advances theory public relations (PR), corporate micro level.
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ژورنال
عنوان ژورنال: Journal of Communication Management
سال: 2023
ISSN: ['1363-254X', '1478-0852']
DOI: https://doi.org/10.1108/jcom-01-2022-0009