Determining How Satisfaction Of Students’ Social Media Needs Through Messaging Shape Attitudes Towards Universities In Kenya.

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School of Communication, Daystar University


ABSTRACT This study aimed to investigate how satisfaction of students’ social media needs through messaging shape attitudes towards universities in Kenya. The research addressed the problem of the uncertain relationship between various variables in social media usage for organizational public relations, which poses risks for institutions. The objectives were to determine students' motives for engaging with university content on social media, determine the level of satisfaction students attained from social media communication, explore students' attitudinal changes resulting from such communication, and examine the correlation between satisfaction levels and attitudes towards universities. A sample of 380 respondents from the University of Nairobi and Daystar University participated in the study. Quantitative data were collected using a Likert scale questionnaire, after which descriptive and correlation statistics were employed for analysis. The findings revealed that students engaged with university content on social media primarily for entertainment, information needs, convenience, and personal utility. They expressed high levels of satisfaction with social media communication, particularly regarding entertainment, information provision, convenience, and utility. These results indicate that universities in Kenya effectively align their content with students’ needs. Furthermore, the study identified predominant positive attitudinal changes resulting from social media communication. There were significant shifts in students' beliefs, feelings, and behaviors towards their institutions. The study also established a strong positive correlation between students' satisfaction levels and their attitudes towards university institutions, with a Spearman correlation coefficient of 0.728. This indicates that higher satisfaction levels are associated with more positive attitudes.


Masters Thesis