Digital Communication Strategy in Organizational Operations:Adaptation and Transformation in the Digital Era
DOI:
https://doi.org/10.62872/vzdh4d40Keywords:
digital communication strategy, organizational communication, digital transformation, adaptation, digital eraAbstract
This study examines digital communication strategies adopted by organizations in adapting to and transforming within the digital era. The rapid development of digital technology has fundamentally altered organizational communication patterns, requiring adaptive strategies that encompass the use of digital platforms, media management, and internal and external communication systems. Employing a systematic literature review (SLR) methodology combined with qualitative case analysis across five Indonesian organizations, this research identifies four key dimensions of digital communication strategy: platform architecture and integration, content strategy and management, audience engagement and relationship building, and organizational culture and digital literacy. The findings reveal three distinct organizational adaptation patterns, reactive, planned, and proactive, and identify six critical success factors for effective digital communication strategy implementation. Organizations that adopt integrated, strategic approaches demonstrate superior stakeholder engagement, operational efficiency, and organizational resilience. This research contributes to the theoretical framework of organizational communication in the digital age and offers practical implications for communication practitioners and organizational leaders navigating digital transformation.
Downloads
References
APJII. (2024). Laporan survei penetrasi internet Indonesia 2024. Asosiasi Penyelenggara Jasa Internet Indonesia.
Arifin, Z. (2022). Transformasi komunikasi digital di organisasi pemerintah: Studi kasus Kementerian Komunikasi dan Informatika. Jurnal Komunikasi Indonesia, 11(2), 45-62. https://doi.org/10.7454/jki.v11i2.134
Castells, M. (2013). Communication power (2nd ed.). Oxford University Press.
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571. https://doi.org/10.1287/mnsc.32.5.554
Dennis, A. R., & Valacich, J. S. (1999). Rethinking media richness: Towards a theory of media synchronicity. Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. IEEE. https://doi.org/10.1109/HICSS.1999.772701
Frandsen, F., & Johansen, W. (2017). Organizational crisis communication: A multivocal approach. SAGE Publications.
Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3-35. https://doi.org/10.1080/15531180701285244
Hartono, B., & Pratama, D. (2023). Digital media adoption in Indonesian civil society organizations: Patterns, barriers, and opportunities. Jurnal Ilmu Komunikasi, 20(1), 1-18. https://doi.org/10.31315/jik.v20i1.xxx
Kane, G. C., Phillips, A. N., Copulsky, J. R., & Andrus, G. R. (2019). The technology fallacy: How people are the real key to digital transformation. MIT Press.
Kemkominfo. (2023). Laporan tahunan transformasi digital Indonesia 2023. Kementerian Komunikasi dan Informatika Republik Indonesia.
Kitchen, P. J., & Schultz, D. E. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications, 15(2-3), 197-204. https://doi.org/10.1080/13527260902757947
Kliatchko, J. G. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27(1), 133-160. https://doi.org/10.2501/S026504870808098X
Leonardi, P. M., & Treem, J. W. (2020). Behavioral visibility: A new paradigm for organization studies in the age of digitization, digitalization, and datafication. Organization Studies, 41(12), 1601-1625. https://doi.org/10.1177/0170840620970728
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLOS Medicine, 6(7), e1000097. https://doi.org/10.1371/journal.pmed.1000097
Nurhayati, S., & Kusuma, R. (2022). Strategi komunikasi digital BUMN dalam era transformasi digital: Studi kasus pada lima perusahaan BUMN Indonesia. Jurnal Manajemen Komunikasi, 7(1), 33-50. https://doi.org/10.24198/jmk.v7i1.xxx
Putnam, L. L., & Mumby, D. K. (Eds.). (2014). The SAGE handbook of organizational communication: Advances in theory, research, and methods (3rd ed.). SAGE Publications.
Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia Business School Publishing.
Santoso, A., Wijaya, T., & Prabowo, H. (2021). Komunikasi organisasi di era digital: Tantangan dan peluang bagi lembaga pendidikan tinggi di Indonesia. Jurnal Komunikasi Pendidikan, 5(2), 89-104. https://doi.org/10.33645/jkp.v5i2.xxx
Schein, E. H. (2010). Organizational culture and leadership (4th ed.). Jossey-Bass.
Suprianto, I., & Ramadhani, F. (2023). Penggunaan media sosial sebagai sarana komunikasi eksternal organisasi non-pemerintah di Indonesia. Jurnal Ilmu Komunikasi ASPIKOM, 8(1), 15-30. https://doi.org/10.24329/aspikom.v8i1.xxx
Tapscott, D. (2014). The digital economy: Rethinking promise and peril in the age of networked intelligence (2nd ed.). McGraw-Hill Education.
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8(1), 45. https://doi.org/10.1186/1471-2288-8-45
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
Utami, R. D., & Setiawan, A. (2022). Adopsi platform komunikasi digital dalam tata kelola pemerintahan daerah: Studi pada pemerintah provinsi di Jawa. Jurnal Kebijakan Publik, 13(2), 117-132.
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118-144. https://doi.org/10.1016/j.jsis.2019.01.003
Walther, J. B. (1992). Interpersonal effects in computer-mediated interaction: A relational perspective. Communication Research, 19(1), 52-90. https://doi.org/10.1177/009365092019001003
Wibowo, S. (2021). Manajemen komunikasi korporat di era media digital: Pendekatan teori dan praktik. Penerbit Universitas Atma Jaya Yogyakarta.
Widiastuti, T., & Nugroho, Y. (2023). Digital communication governance in Indonesian state-owned enterprises: Policies, practices, and performance outcomes. Asian Journal of Communication, 33(4), 341-360. https://doi.org/10.1080/01292986.2023
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Bahrudin Hasan (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
