Date of Publication

8-12-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Maysa S. Arabit

Defense Panel Chair

Jan Michael Alexandre C. Bernadas

Defense Panel Member

Martin Francisco A. Tinio
Jan Michael Alexandre C. Bernadas

Abstract/Summary

This internal communication system prototype, guided by a communications playbook, explores the integration of collaborative digital platforms, specifically Trello and Telegram, as tools to enhance communicative practices within advocacy-driven SMEs. The collaboration with Kalikhasan reflects a deep alignment with the author’s values of environmental advocacy and community empowerment. Despite its meaningful mission, the organization has long struggled with internal communication marked by unclear workflows, limited documentation, and the absence of SOPs which continues to hinder its ability to effectively convey its goals to stakeholders. Grounded in the Social Exchange Theory (Einwiller et al., 2021), the Adaptive Structuration Theory (DeSanctis & Pool, 1994), and inspired by Welch’s (2011) insights into employee engagement, it aims to show the affordances brought about by integrating these concepts in their workflow. The Filipino cultural values of pakikipagkapwa-tao and bayanihan (Martinez, 2023) also influenced the development of the playbook, as they shape not only how messages are crafted but also how relationships are nurtured through communication. By co-developing and testing an Enterprise Social Media (ESM) framework within this context, the study not only contributes to improving Kalikhasan’s operational flow but also offers a scalable model demonstrating how modern ESNs can strengthen reciprocal relationships, improve employee engagement, and support organizational success—all while providing valuable insights from key personnel from local SMEs who have adapted a similar framework.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Communication in organizations--Philippines; Small business—Internet marketing--Philippines; Smart structures

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Embargo Period

8-19-2025

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