Social Media and Employee Performance in Microfinance Institutions in Kenya. A Case Study of Kenya Women Microfinance Bank (KWFT)
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Date
2021-10
Authors
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Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication. Nairobi
Abstract
The purpose of this study was to find out the effects of social media on employee performance in microfinance institutions in Kenya, with a focus on Kenya Women Finance Trust (KWFT). The study was anchored on the following objectives: to explore the social media sites accessed by KWFT employees and the purpose for which they accessed the sites, determine the effect of employee access to social media during working hours at KWFT, establish social media usage for official and personal work at KWFT, and access the relationship between social media access and employee performance at KWFT. The research used a descriptive research design approach, and a structured questionnaire was used in data collection. A sample of 384 respondents was targeted and the overall response rate was 73%, with 63.2% of the respondents using social media to advertise the organization. Multiple regression analysis and correlation analysis (Karl Pearson) were used to analyze data. The findings of the study showed that the majority, 76.1%, of the respondents always accessed Facebook. Additionally, most (61.4%) of the respondents strongly agreed that accessing social media during working hours leads to company time wastage. The study recommended that management of the microfinance sector should educate its employees on the benefits of social media usage for official business. Further, the Association of Microfinance Institutions should work towards introducing Workplace Leisure Internet Policy (WILP). This is because it is important to set up terms for acceptable usage of WILP for the protection of both employers and employees from internet and social media risks.
Description
MASTER OF ARTS
in communication
Keywords
Social Media, Employee Performance, Microfinance Institutions, Kenya Women Microfinance Bank (KWFT)
Citation
Tuimur, C. J. (2021). Social Media and Employee Performance in Microfinance Institutions in Kenya. A Case Study of Kenya Women Microfinance Bank (KWFT). Daystar University, School of Communication. Nairobi