Faith-based organizations’ use of communication media in relation to member engagement and perceived uncertainty and equivocality

• Main Authors: Go, Alexia Grizelle Larcena, Macasaet, Carolina Bianca Santiago, Valeriano, Justine Rein Dalisay
• Format: text
• Language: English
• Published: Animo Repository 2024
• Subjects: Religious institutions; Nonprofit organizations; Communication in organizations; COVID-19 Pandemic, 2020-; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/81; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1177/viewcontent/2024_Valeriano_Faith_Based_Organizations__Use_of_Communication_Media_in_Relation.pdf
• Institution: De La Salle University

Faith-based organizations (FBOs) stand apart from other organizations, as their core focus is on spirituality, shapes their culture and processes, and members and volunteers come together to fulfill personal aspirations. This unique environment, taking into consideration the COVID-19 pandemic, creates an ideal setting to analyze member/volunteer engagement, the richness of communication media used by FBOs, perceived uncertainty, and equivocality. This study, grounded in Daft and Lengel's (1986) Media Richness Theory (MRT) , examines the dynamics of these variables through the perspectives of 320 FBO council members and ministry leaders in the NCR and Greater Manila area through pen-and-paper and online surveys accessible via QR codes. The findings suggest a significant difference in internal communication variables uncertainty and equivocality based on media richness, with richer media linked to lower Uncertainty and Equivocality. Uncertainty and Equivocality are also significant predictors of member engagement (ME). Keywords: faith-based organizations, non-profit organizations, media richness, member engagement, uncertainty, equivocality, COVID-19