A Review of Factors Influencing Business Communication Channels During Pandemic

Abstract

Effective communication is key in business to improve performance. A key success factor in achieving communication effectiveness is the channel selection made by the business. When channels are effectively applied, it results in a higher degree of engagement which then boosts productivity and through that leads to business success. Social distancing strategies during the Covid-19 crisis create barriers to communication. Businesses would need to plan on the best communication channels in times of crisis for continuing business and should a similar crisis recur. This paper examines the available evidence on the most used communication channel by businesses during the pandemic crisis year 2020 and examines the factors influencing the choice. We conducted a literature review, searching related articles from Scopus and Web of Science databases and the Google Scholar search engine. The review showed that the most used communication channel is digital platforms namely email, social media, websites, and television. We identified three categories of factors influencing business communication channel choice: (1) Information effectiveness; (2) Business networking; and(3) User literacy. Given the changing preference of people along with the evolving technology, we hope to offer some insight for a better plan of communication that would enhance the effectiveness of business communication to have a high-quality business.