Adoption Of Virtual Communication As A Tool For Development Communication: A Case Of Technoserve’s Ainfp Program In Kenya
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Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
School of Communication, Daystar University
Abstract
This study investigated the adoption of virtual communication within TechnoServe’s Alliance for Inclusive and Nutritious Food Processing (AINFP) program in Kenya. Utilizing a descriptive cross-sectional design, the study investigated the extent of adoption, factors influencing adoption, and challenges faced by 59 staff from 23 food processing companies supported by TechnoServe in the AINFP program. The research established a great extent of virtual communication adoption and utilization in the AINFP program. Notably, email (98.2%) and WhatsApp (94.8%) emerged as the most widely used tools. Quantitative analysis (SPSS version 27) was employed to scrutinize the factors influencing adoption of virtual communication. The findings revealed that the Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) were the top factors that influenced the adoption of virtual communication tools, which was in line with the Technology Acceptance Model (TAM) framework. The study also established various benefits that AINFP clients linked with the use of virtual communication in their businesses. These included its ability to make work efficient (98.2%), saving time (94.7%), and giving access to business solutions (93.0%). Despite these evident benefits, the research identified significant factors and challenges that affect adoption and utilization of virtual communication technologies. This research recommends that development practitioners and organizations should establish strategies to enhance and improve the adoption and utilization of virtual communication tools in their efforts to empower and communicate with communities.
Description
Masters Thesis
Keywords
Virtual Communication, Development Communication, Technoserve’s Ainfp, Kenya
Citation
Ngila, F. N., (2023,Thesis) Adoption Of Virtual Communication As A Tool For Development Communication: A Case Of Technoserve’s Ainfp Program In Kenya, School of Communication, Daystar University