Mediating Role of Faculty Engagement in the Relationship between Communication Strategies and Organizational Commitment: Evidence from Akwa Ibom State University

Abstract

Effective internal communication is widely recognised as a cornerstone of organizational success; however, many Nigerian universities, including Akwa Ibom State University, continue to grapple with persistent communication inefficiencies. This study investigates the extent to which communication strategies (information flow, adequacy, and feedback) influence faculty engagement and organizational commitment, and explores the mediating role of faculty engagement in this relationship within the context of Akwa Ibom State University. Grounded in the Relationship Management Theory, the study employed a survey research design targeting a stratified random sample of 193 respondents drawn from the university’s Obio Akpa Campus. Findings reveal that communication within the university is predominantly top-down, with minimal upward or cross-departmental exchange. Information flow (β = .275, p = .003) and information adequacy (β = .276, p = .004) significantly predict faculty engagement, whereas feedback did not (β = –.061, p > .05). Faculty members demonstrated high emotional and cognitive engagement, but lower physical engagement—likely influenced by workload and systemic support challenges. Organizational commitment was moderate, with substantial ambivalence among staff. Information flow (r = .23, p < .05) and information adequacy (r = .33, p < .01) were significantly associated with organizational commitment, and faculty engagement was found to partially mediate this relationship (β = .433, p < .001). The study underscores the critical need for universities to enhance their internal communication frameworks, particularly by decentralising information channels, promoting feedback culture, and fostering supervisor-level communication. Practical recommendations include implementing structured performance appraisals, appointing communication-oriented leaders, and embedding transparent information-sharing practices. These measures are essential for improving faculty engagement, strengthening organizational loyalty, and ultimately enhancing institutional performance.