Digital Automation and Managerial Roles: Unpacking the Impacts of Digital Automation on Communication Roles of Managers in Nestle Nigeria Plc

Abstract

This study evaluates the effects of technological automation on the interaction roles of managers in Nestlé Nigeria Plc. The problem driving the study is the increasing concern that automation, while improving efficiency, may lower human interaction, distort managerial communication flow, and alter decision-making dynamics. The objectives are to analyze the effects of digital automation on managerial communication. Using a mixed-method design, structured questionnaires are administered to three hundred (300) Nestlé managers and qualitative interviews with ten (10) departmental heads. With descriptive statistics and thematic content analysis, the data were analyzed. Underpinned by the Technological Determinism Theory, the study defines how technology molds organizational interaction styles and managerial functions. Findings show that automation improves speed, accuracy, and accessibility of communication but lowers emotional intelligence and face-to-face engagement among managers. The study concludes that digital automation redefines managerial communication, requiring a balance between technological efficiency and human interaction. It recommends consistent digital communication education and hybrid communication models to sustain relational management. Policy implications suggest that corporate communication policies should join digital empathy frameworks to promote inclusivity and trust in technologically driven managerial systems.