Digital and Traditional Channels in the Internal Communication of a University in Peru

Abstract

Internal communication is a critical and strategic element in achieving success for any organization. This paper presents a longitudinal study and opinion analysis that utilizes the k-means algorithm to examine the level of usage of digital and traditional channels for internal communication at the Universidad Nacional de San Antonio Abad del Cusco in Peru. The study population consisted of 22,000 employees and students, with three measurements taken at non-probability sampling intervals of 368, 652, and 217 participants in 2014, 2019, and 2022, respectively. The opinion analysis was based on a dataset of 1,300 comments collected between 2014 and 2022. Research findings indicate weak upward communication, a decrease in the use of printed materials, face-to-face meetings, notice boards as primary traditional media, and email and WhatsApp as leading digital media. The k-means algorithm, with three clusters, identified top themes focused on increasing email usage, improving communication within the university, and increasing Internet access speed. In conclusion, the internal communication plan needs to be continuously updated and validated since communication channels change over time and become more potent. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.