Virtual Vessels for Divine Connection: Stakeholders’ Perception of Digital Tools in Zambia's Church’s Discourse Communication Post-COVID-19

Digital media has influenced organizational discourse communication by becoming a dynamic tool for real-time knowledge sharing, reaching large audiences more effectively than traditional media. Religious organizations, such as the Seventh-day Adventist Church in Zambia, have adopted social media platforms like Facebook, Zoom, and WhatsApp. However, little has been established on how key stakeholders perceive the use of these tools in terms of ease of use, the social role in shaping corporate reputation, and the way organizational discourse is communicated in virtual environments. Stakeholder perceptions are important as they affect the effectiveness and sustainability of online engagement strategies, especially post-pandemic. Existing studies largely focus on corporate or educational sectors, neglecting faith-based entities in Sub-Saharan Africa. This creates gaps in understanding church discourse practices, stakeholder perceptions of digital communication, integration of discourse and media models, and potential solutions for managing perceptions. The study used discourse interchange and communication theories, with a convergent mixed-methods approach combining quantitative and qualitative methods. The population included members, workers, and administrators of the Seventh-day Adventist Church across Zambia’s ten provinces, with a total membership of 1,295,153. Findings show the church effectively uses digital tools for administration, event promotion, and community engagement, promoting transparency and trust. Stakeholders viewed social media and virtual conferencing as crucial during the pandemic, enhancing communication and engagement. Recommendations include creating a digital strategy aligned with church goals, investing in infrastructure and training, employing ICT-literate pastors, and promoting positive online behavior. These measures will strengthen the church’s digital communication, mission, and stakeholder engagement.