Effectiveness of Social Media in Information Dissemination in Public Universities: A Case of Kenyatta University, Kenya
Loading...
Date
2024-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Social media has become an indispensable aspect of modern communication, with platforms like Facebook, YouTube, Instagram, and LinkedIn dominating the landscape. Corporations worldwide are leveraging these platforms to engage with their target audiences and promote their objectives. However, there's a risk that information shared by organizations on social media may be perceived solely at face value. Recognizing the significance of social media, Kenyatta University, a prominent public institution in Kenya, has incorporated these platforms into its communication strategy. By embracing social media, the university aims to effectively engage with its staff, students, and the wider community. The study aimed to assess the effectiveness of social media in information dissemination within public institutions, focusing on Kenyatta University in Kenya. Utilizing a mixed-method research approach and drawing on persuasion theory, social cognitive theory, and the theory of social presence, the study investigated the connection between social media usage and the distribution of information to Kenyatta University students. A sample size of 100 undergraduate students was selected from the university’s main campus using Slovin’s formula due to the large student population. Data collection involved a systematic questionnaire. Statistical techniques such as correlation and regression analysis were employed to determine the relationships between variables. The findings revealed significant effects of students’ reliance on social media, satisfaction with social media, and social media engagement on information dissemination within public institutions. Specifically, students’ reliance, satisfaction, and engagement with social media were positively associated with the effectiveness of information dissemination. The study concluded that social media platforms provide a convenient and accessible means of communication, allowing users to engage with one another irrespective of geographical constraints. Through social media, individuals can establish new relationships, learn about others, and expand their social networks. However, the study also highlighted the potential superficiality of social connections formed through these platforms, suggesting that they may not always foster deep emotional attachment. In light of these findings, the study recommended a critical examination of the depth and meaningfulness of social connections facilitated by social media. While acknowledging the benefits of social media in communication and networking, the study emphasized the need to ensure that these platforms contribute to genuine emotional connections and support networks. This entails promoting more meaningful interactions and fostering a sense of community and belonging among users.
Description
A Project Submitted to the School of Law, Arts and Social Sciences in Partial Fulfilment of Requirements for the Award of Master of Arts in Public Policy and Administration Degree of Kenyatta University, June 2024.