arbiter
JournalsPricingAccount

A Matrix Approach to Developing a Digital Internal Communication Strategy

Lucia Wuersch et al.

International Journal of Business Communication2026https://doi.org/10.1177/23294884251411516article
ABDC C
Weight
0.50

What the paper says

Digital transformation (DT) has reshaped organisations, evolving internal communication (IC) into digital internal communication (DIC). Despite growing interest, there is still a lack of comprehensive frameworks to guide organisations in developing DIC strategies triggered by DT. This study addresses this gap by expanding existing DIC conceptualisations, integrating new elements, such as applied Artificial Intelligence (AI), and incorporating a planned–organic dimension. Using a conceptual approach, the research presents a multidimensional view of DIC as a strategic management function that helps achieve organisational goals. The proposed DIC matrix combines technical elements (digital channels and platforms, policies, applied AI, and informal apps) with social aspects (digital leadership, capability development, culture, and collaboration) along the social–technical and planned–organic axes. This novel approach enriches strategic communication literature and fosters organisational competencies and digital trust, essential for sustainable success. The emerging DIC maturity model provides actionable guidance and a ready-to-use rubric, allowing leaders and communication professionals to design tailored DIC strategies, fully leverage digital tools, and align communication practices with strategic goals.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1177/23294884251411516

Or copy a formatted citation

@article{lucia2026,
  title        = {{A Matrix Approach to Developing a Digital Internal Communication Strategy}},
  author       = {Lucia Wuersch et al.},
  journal      = {International Journal of Business Communication},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/23294884251411516},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

A Matrix Approach to Developing a Digital Internal Communication Strategy

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.