Modeling the Effects of Media on Affective Commitment to Strategy Implementation

This study investigates the directions and strengths of the relationships among Media based internal communications and affective commitment to strategy implementation in Bank Sepah. This is a descriptive, applied research and Mixed quantitative and qualitative methods were used to collect data. Firstly focus group interviews were used to identify the factors of media effecting affective commitment and generating items for the development of a questionnaire. Secondly the questionnaire was used for data gathering and finally a model for the effects of media on affective commitment to strategy implementation was developed by the help of Structural Equation Model (SEM). Structural equation models were used to validate the measure and test the proposed relationships. 450 questionnaires were distributed among the employees of bank Sepah with more than 5 years’ experience and ultimately 410 questionnaires were returned. Findings of this study indicate that media based training, explication of strategy, feedback from employees, appraising favorable behavior and advertisements have positive effect on affective commitment to strategy implementation.