Social Media Adoption by Kenyan University Public Relations Practioners

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dc.contributor.authorOmwenga, Stella
dc.date.accessioned2024-07-23T08:04:33Z
dc.date.available2024-07-23T08:04:33Z
dc.date.issued2023-10
dc.descriptionMASTER OF ARTS in Communication
dc.description.abstractOrganizations have realized that they must use social media tools to engage with their key stakeholders to maintain relevance and drive the conversation. Despite research efforts to highlight adoption of social media in public relations practice, therei isi ai limitedi understandingi oni factorsi thati encouragei andi hinderi sociali mediai adoptioni fori publici relationsi practicei ini publici universitiesi ini Kenya. The specific objectives of the study were to identify social media platforms used, explore factors influencing the adoption of social media and to establish the effects of adoption of social media in PR practice in public universities in Nairobi County. The research used descriptive research design with questionnaire survey. Target population was 80 public relations staff in four public universities. Stratified random sample of 67 respondents was used in the study. Quantitative approach were used in the research.i Multiplei lineari regressioni analysisi wasi usedi toi studyi relationshipi ofi variables. Results show that Facebook and Twitter were mostly used in public relations practice as compared to LinkedIn and YouTube. Organizational factors significantly influence social media adoption in public relations practice in universities. Technological and environmental factors were also found to influence social media adoption in the universities. Policy ion isocial imedia iin ipublic irelations ishould ifoster iresponsibility iof iactions iof iusers iin ithe icyberspace iand ipay iclose iattention ito iprivacy ipolicies. It is recommended that further research work on adoption of social media in public relations practice should be based on larger samples and across different universities in the East African region and Africa.
dc.description.sponsorshipSchool of Communication of Daystar University
dc.identifier.citationOmwenga, S., (2023). Social Media Adoption by Kenyan University Public Relations Practioners: Daystar University,School of Communication
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/4810
dc.language.isoen
dc.publisherDaystar University,School of Communication
dc.subjectSocial Media
dc.subjectPractioners
dc.subjectKenyan University
dc.subjectPublic Relations
dc.titleSocial Media Adoption by Kenyan University Public Relations Practioners
dc.typeThesis

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