| Abstract [eng] |
94 pages, 27 tables, 6 pictures, 102 references. The aim of this master's thesis is to assess the impact of internal organizational communication processes on the change initiation process, as well as the moderating effect of the pursuit of digital innovations on this relationship. The thesis consists of the following main parts: a review of scientific literature, the methodology of the empirical research, analysis of the research, presentation of results, discussion, summary, conclusions, and recommendations. The review of scientific literature analyses the research object, presenting theoretical aspects, concepts, models, previous studies, and the latest insights from scientific publications. The research employs a quantitative approach. To conduct the study, a questionnaire survey was selected, consisting of constructs developed by other authors and a section on demographic characteristics. The survey targeted individuals working in the private sector in Lithuania. The study involved regression analysis and employed a single model. The primary research objective was to test hypotheses formulated based on the review of scientific literature. The study aimed to examine whether the perception of internal communication effectiveness influences support for change initiation, moderated by the pursuit of digital innovations. Additionally, it aimed to determine whether respondents' demographic characteristics affect the evaluation of variables. Upon completing the research, the key findings are presented. A positive relationship between the perception of internal communication effectiveness and support for change initiation was identified. However, the moderating effect of the pursuit of digital innovations on this relationship was not confirmed. This master's thesis can serve as a foundation for further research and the development of the study object. It also provides organizations with motivation and recommendations to focus on their internal communication and change initiation processes, to evaluate, strengthen, and improve these processes, thereby enhancing operational efficiency, fostering innovation, and improving employee engagement. |
