Challenges in Virtual Communication: An Intercultural Communication Perspective

Anindita Susilo, Hendrawan Samosir, Melly Ridaryanthi


Pandemic Covid-19 has forced almost every level of industry to adapt to technological advancement in order to remain operating, not to mention multinational companies. When the company consists of employees from various cultural backgrounds, it is found that communication may encounter challenges. The face-to-face interaction during a meeting or work-related matter in an intercultural context could arise difficulties in understanding an individual’s cultural values, way of thinking, the pace of work, and some other matters that would affect the work performance. Let alone the interaction should be mediated, such as holding continuous virtual meetings, due to the major pandemic condition. This study sought the challenges faced by a multinational organization namely Coda Payments, Pte, Ltd which is headquartered in Singapore within the intercultural context of organizational communication. In-depth interviews were conducted as data gathering techniques with seven informants from various cultural backgrounds. Findings of this study show that (1) employees have an adequate intercultural communication understanding within a multinational organization context, (2) similar job orientation eases the organizational communication process, and (3) fluid communication has accommodated uncertainty that possibly arises. 


Organizational Communication; Multinational Organization; Cultural Values; Communication Challenges; Virtual Meetings

Full Text:



Baltezarevic, V., Baltezarevic, R., & Jovanovic. D. (2015). The role of virtual communication in the transmission of knowledge, 23-27.

Ben-David, Y., Icheson, T., & Kaye-Tzadok, A. (2021). Lost in the matrix: Dialectical tensions in facilitating virtual video groups during Covid-19 pandemic. Internet Interventions, 26, 1-9.

Deakin, H., & Wakefield, K. (2013). Skype interviewing: reflections of two Ph.D researchers. Qualitative Research, 14(5)

DeFilippis, E., Impink, S. M., Singel, M. Polzer, J. T., & Sadun, R. (2022). The impact of Covid-19 on digital communication patterns. Humanities And Social Sciences Communications, 9(180)

Diamastuti, E., Nastiti, T. A., & Khoirina, M. M. (2020). The influence of Hofstede’s cultural dimensions on corporate social responsibility implementation: a study on state-owned companies in Java, Indonesia. The Indonesian Accounting Review, 10(2), 117-133.

Escandon-Barbosa, D., Salas-Paramo, J., & Rialp-Criado, J. (2021). Hofstede’s cultural dimensions as a moderator of the relationship between ambidextrous learning and corporate sustainability in born global firms. Sustainability, 13, 1734, 1 – 17.

Frey-Ridgway, S. (1997). The cultural dimension of international business. Collection Building, 16(1), 12-23.

He, R., & Liu, J. (2010). Barriers of Cultural Communication in Multinational Firms: A Case Study of Swedish Company and its Subsidiary in China. Halmstad School of Business and Engineering, 1 – 32.

Hofstede, G. (2001). Cultural consequences: comparing values, behaviors, institutions, and organizations across nations. Sage Publications, Ltd.

Hofstede, G., Hofstede, G., & Minkov, M. (2010). Cultures and Organizations: software of the mind, intercultural cooperation and its importance for survival. The McGraw-Hill Companies.

Hofstede’s Insgiths: Country Comparison (Retrieved 10 September (2022).

Leung, K., Bhagat, R. S., Buchan, N.R., Erez, M., & Gibson, C. B., (2005). Culture and international business: recent advances and their implications for future research. Journal of International Business Studies, 36, 357-378.

Moran, R. T., Harris, P. R., & Moran, S. V. (2007). Managing cultural differences: Global leadership strategies for the 21st century. Elsevier Inc.

Mulyana, A., Hamid, F., Mansur, S., & Susilawati. (2019). Kepemimpinan efektif melalui kompetensi komunikasi di Media Nusantara Citra Group. Jurnal Kajian Komunikasi, 7(2), 184-197.

Mulyana, A., Ridaryanthi, M., Faridah, S., Umarellah, F. H., & Endri, E. (2022). Socio-emotional leadership style as implementation of situational leadership communication in the face of radical change. Academic Journal of Interdisciplinary Studies, 11(3), 150-161.

Nordby, H. (2020). Communication and organizational culture. In Goker, S. D (Ed.). A Closer look at organizational culture in action (pp. 1 – 16).

Ortega-Parra, A., & Sastre-Castillo, M. (2013). Impact of perceived corporate culture on.

organizational commitment. Management Decision, 51(5), 1071–1083.

Ponomareva, Y., Uman, T., Bodolica, V., & Wennberg, K. (2022). Cultural diversity in top management teams: Review and agenda for future research. Journal of World Business, 57, 1-14.

Popescu, F., & Warmenhoven, R. (2019). Use of technology and virtual communication via Global Virtual Teams at Arnhem Business School. In J. I. Kantola et al. (Eds.): AHFE 2018, AISC 783, pp. 239–248.

Putri, A. V., & Irwansyah. (2020). Communication Patterns and Media Technology role in Organization and Society during Pandemic. The Journal of Society and Media, 4(2), 228 – 261.

Rarick, C., & Nickerson, I. (2006). An exploratory study of Myanmar culture using Hofstede’s value dimensions. SSRN Electronic Journal.

Sadiartha, A. A. N. G., & Sitorus, S. A. (2018). Organizational culture, communication leadership style on job satisfaction. International Journal in Business & Social Science, 7(4), 1-9.

Sealy, M. K. (2021). Communication in the time of Covid-19: An examination of imagined interactions and communication apprehension during the Covid-19 pandemic. Imagination, Cognition, and Personality: Consciousness in Theory, Research, and Clinical Practice, 4(2), 158 – 186.

Seitz, S. (2015). Pixilated partnerships, overcoming obstacles in qualitative interviews via Skype: a research note. Qualitative Research, 16(2)

Skudlarek, B., Osland, J. S., Nardon, L., & Zander, L. (2020). Communication and culture in international business: Moving the field forward. Journal of World Business, 1 – 9.

Thelen, P. D., & Formanchuk, A. (2022). Culture and internal communicaton in Chile: Linking ethical organization culture, transparent communication, and employee advocacy. Public Relations Review, 48, 1-12.

Thomas, A. (2010). National and organizational cultures. In Thomas, A., Kinast, E., & Schroll-Machl, S. (Eds). Handbook of intercultural communication and cooperation Volume 1: Basic and areas of application (pp. 28 – 38).

Wijayanti, Y. T. (2021). Long distance marriage couple communication pattern during the Covid-19 Pandemic. Jurnal ASPIKOM, 6(1), 208–221.



  • There are currently no refbacks.

Copyright (c) 2023 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.