Understanding reasons for choosing certain media for internal communica- tion in the companies that are using Spring, 2014 collaboration software: A Media-Synchronicity Theory based Expla- nation Master thesis, 15 HEC, INFM10 in informatics Authors: Antonio Cievski Ilija Zhupanoski Supervisors: Bo Andersson Benjamin Weaver Examiners: Odd Steen Nicklas Holmberg Presented on June 3rd 2014 Understanding reasons for choosing certain media for internal communication in the companies that are using collaboration software Cievski and Zhupanoski Master’s Thesis, 15 HEC, INFM10 in Informatics Title: Understanding reasons for choosing certain media for internal communication in the companies that are using collaboration software Authors: Antonio Cievski Ilija Zhupanoski Supervisors: Bo Andersson Benjamin Weaver Examiners: Odd Steen, Nicklas Holmberg Presented: Presented on June 3rd 2014 Abstract Collaboration Software is widely used in internal communication in the compa- nies today. Software itself enables the companies to use variety of media with different properties and capabilities to mediate the communication on different corporate tasks. The way companies use the communication media implies the overall company performance. This study empirically examines the general propositions of Media Synchronicity theory and its ability for providing the un- derstanding for communication performance. Our research problem was identi- fied in using a new context which has not been investigated before: Collabora- tion Software in the time where mobility is an extent. We developed hypothesis based on the propositions that communication performance will increase as a re- sult of usage of media with different media synchronicity for the different parts of communication process, as suggested by MST. These hypothesis were tested using qualitative data analysis based on survey instruments developed for this study. The results of this research suggest confirmation and applicability of Me- dia Synchronicity Theory in providing the understanding for the reasons of communication performance occurrence in the investigated companies. Moreo- ver, there were some evidence which were challenging the general proposition of MST. These issues were discussed in this thesis as well. 1 Understanding reasons for choosing certain media for internal communication in the companies that are using collaboration software Cievski and Zhupanoski Acknowledgements We would like to thank the organizations and informants that partici- pated in our study. Special thanks to most successful Macedonian- Swedish Company Seavus AB, then Egmont Publishing, Alfa Laval and Fair Enterprise Network Sweden. Without them, this study would not have been possible. We are truly indebted and thankful to our supervisors Bo Andersson and Benjamin Weaver for providing us with the necessary guidance and support throughout the many stages of this study. They allowed us to pursue our own vision, but they were always there to point us in the right direction. Special Thanks I am dedicating this Master I fully dedicate this disserta- Thesis to my family. My fa- tion to my beloved father Ris- ther Zhivko, who always sup- to Zhupanoski, professor of ported me in all my decisions mathematics, for his extraor- to become a better person. My mother, Vesna, whom un- dinary support and strong conditional love has been my desire to educate his son the greatest strength. My brother on highest level. A heartfelt Dario, for his constant and in- thanks to my mother Elica, valuable advices. And of professor of economics, and course, Sanja, for all her pa- my sister Biljana for the help tience and love in all these and encouragement to walk years which spent aboard try- ing to gain invaluable my own path. And last but not knowledge. Without their the least, my gratitude goes to support I would not be able to Diana, for her constant end- achieve the goals in my life. less support and love. Lund, 2014 Lund, 2014 Antonio Cievski Ilija Zhupanoski 2 Understanding reasons for choosing certain media for internal communication in the companies that are using collaboration software Cievski and Zhupanoski Table of Contents 1 Introduction ........................................................................................................................ 6 1.1 Background ................................................................................................................. 6 1.2 Problem Area .............................................................................................................. 8 1.3 Purpose of the study ................................................................................................... 9 1.4 Research Question ...................................................................................................... 9 1.5 Delimitations .............................................................................................................. 9 1.6 Terms and Definitions .............................................................................................. 10 2 Reviewing literature and theoretical starting-points ........................................................ 11 2.1 Media Richness Theory ............................................................................................ 11 2.2 Media Synchronicity Theory .................................................................................... 12 2.2.1 Communication process ..................................................................................... 13 2.2.2 Redefined Task ................................................................................................... 13 2.2.3 Media Synchronicity and Media Capabilities .................................................... 14 2.2.4 Conclusions about capabilities ........................................................................... 15 2.2.5 Appropriation from familiarity with task, media and each other ....................... 16 2.3 Previous empirical researches using MST ................................................................ 18 3 Research Model ................................................................................................................ 20 4 Method ............................................................................................................................. 23 4.1 Research Type .......................................................................................................... 23 4.2 Research Approach ................................................................................................... 24 4.3 Research Strategy ..................................................................................................... 24 4.4 Data Collection ......................................................................................................... 25 4.4.1 Literature review ................................................................................................ 25 4.4.2 Sources of primary data ...................................................................................... 26 4.5 Development of semi-structured interviews ............................................................. 26 4.5.1 Design of interview guides ................................................................................. 27 4.5.2 Selection of interviewees ................................................................................... 28 4.5.3 Interviewing ....................................................................................................... 29 4.6 Data Analysis ............................................................................................................ 31 4.6.1 Interviews transcription ...................................................................................... 31 4.6.2 Coding of transcripts .......................................................................................... 31 4.7 Research Quality and Ethics ..................................................................................... 34 3 Understanding reasons for choosing certain media for internal communication in the companies that are using collaboration software Cievski and Zhupanoski 4.7.1 Validity ............................................................................................................... 34 4.7.2 Reliability ........................................................................................................... 35 4.7.3 Generalizability .................................................................................................. 36 4.8 Ethical aspects .......................................................................................................... 36 5 Empirical results ............................................................................................................... 37 5.1 Conveyance process and usage of low synchronicity media .................................... 38 5.2 Convergence process and usage of high synchronicity media ................................. 41 5.3 Conveyance process and usage of high synchronicity media................................... 44 5.4 Convergence process and usage of low synchronicity media .................................. 45 6 Discussion ........................................................................................................................ 47 6.1 MST explanation of media usage in Collaboration Software................................... 47 6.2 Inability of MST to explain media