A Review on the Efficacy of Immediacy Factors towards Achieving Communication Satisfaction via Email among Academic Staff

Chinedu Eugenia Anumudu, Mal-Imran Yasin, Ahmad Ghazali Akmar, Muhammad Pauzi Latif


The review paper intensively explored immediacy factors influencing communication satisfaction through asynchronous computer mediated communication mediums. Immediacy is one of the constructs of social presence theory deemed capable of compelling communication satisfaction on asynchronous computer mediated communications. It has been established in numerous related studies conducted on asynchronous virtual mediated channels. However, little or no consideration seemed to have been given to exploring these immediacy factors towards ascertaining communication satisfaction via email, as one of the asynchronous mediated communications. The need to study this via email is essential, especially towards making it more efficient since it still remained the third means of communication predominantly used for dispatching corporate issues. In this review, prompt feedback, approachability and similarity personality were the dimensions of immediacy explored in relations to the effectiveness towards attaining communication satisfaction on asynchronous virtual communications. The findings showed that these dimensions examined were capable of inspiring immediacy towards achieving communication on asynchronous computer mediated channels. Therefore, it is expected that these may equally motivate communication satisfaction via email as one of asynchronous virtual mediums. It also showed that most of the studies so far conducted were dominated by qualitative and mixed-method approaches. Few quantitative studies encountered in the review appeared lacking the capacity of generalizing the outcomes due to respondents’ poor turnout rate and inadequate sample sizes issues. Thus, empirical quantitative studies are still needed via email mode of interaction in order to resolve these issues and for revalidating the outcomes of the review.

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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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