Grapevine Internal Communication in Public Institutions: A Case of Kenya Accountants and Secretaries’ National Examination Board (KASNEB)

Abstract

This study explored the perceptions of non-management staff on the use of grapevine communication within the Kenya Accountants and Secretaries National Examinations Board (KASNEB). Four objectives guided the research: 1) To investigate the prevalence of grapevine communication at KASNEB, 2) To identify motivation among employees for using grapevine communication at KASNEB, 3) To assess the effectiveness of grapevine communication at KASNEB, and 4) To explore the concerns and challenges of grapevine communication at KASNEB. The study was grounded in Sensemaking Theory and Social Network Theory to examine how informal (grapevine) communication shapes meaning-making, employee relations, and information flows in an institutional setting. The study implemented a research design aligned with a qualitative approach. Specifically, an exploratory research design was used to clarify complex or ambiguous issues and enhance understanding of phenomena that may need to be better well-defined. Purposive sampling was used to select 12 non-management staff as participants. Data was collected through semi-structured interviews that facilitated in-depth exploration of participant perspectives and experiences. Thematic analysis was conducted manually to identify patterns across narratives. The findings revealed that grapevine communication is not peripheral but deeply embedded in KASNEB's workplace culture. It plays a significant role in reducing uncertainty, fostering social bonds, and bridging formal communication gaps. However, it also poses risks such as misinformation, anxiety, and informal power imbalances. Digital platforms like WhatsApp were found to amplify grapevine activity significantly. The study recommends enhancing transparency in official communication, training middle managers in ethical rumor management, and integrating informal networks constructively into organizational communication strategies. Further research into digital grapevine patterns and comparative analysis across public and private sectors is also advised.