School of Communication: Recent submissions
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Kinjabi, Kibigo (Daystar University School of Communication, September , 2022)[more][less]
Abstract: This study explored the prospects and possibilities of Kiswahili language usage as a pedagogical tool in journalism training at the university level. The study specifically examined the perceptions of journalism students, professional journalists and journalism trainers regarding the usage of Kiswahili in journalism training. The study was anchored on the Functional Context Theory (FCT) and Constructivism Learning Theory (CLT). It adopted a concurrent triangulation mixed method design to yield quantitative and qualitative data. The target population for this study comprised professional journalists, journalism students and trainers in Kenya. A sample size of 274 respondents was selected using a non-probability purposive sampling technique for professional journalists and journalism trainers and simple random sampling methods for journalism students. Data was collected through a mixed method approach whereby a survey was administered to journalism students while journalism trainers and professional journalists were interviewed using a semi-structured interview guide. The data was analysed using quantitative and qualitative techniques and presented in tables and figures alongside narratives and descriptions. The study findings revealed high prospects and possibilities for the usage of Kiswahili as a pedagogical tool in journalism training institutions of higher learning. This study's findings will benefit journalism educators because it has suggested diverse approaches and tools to be used in journalism training at the university level. The study will also benefit media organizations that depend on professional journalists whose business is producing, packaging and disseminating information in the Kiswahili language. It will also be important to Kiswahili language scholars and policymakers who advocate for developing and using indigenous languages for institutional functions. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4049 Files in this item: 1
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Muchiri, George M (Daystar University School of Communication, October , 2022)[more][less]
Abstract: This research investigated policies, and procedures applied in the universities’ customer service management systems in Kenya, to avert instances of students’ dissatisfaction with institutions’ performances. Following the case of Multimedia University, the researcher’s main concern was to check on what the Universities’ management, through corporate affairs offices do to enhance scholars’ service delivery in higher institutions of learning. The research objectives included: To establish contributions of public relations office in addressing students’ unrest as customers in the university; To find out how publications address the students’ unrest; and To investigate the role of customer service charter in addressing students’ unrest as customers of the university. The research process was guided by general systems theory and the fantastic service theory. A cross-sectional design was employed in the study. The target population comprised of 1267 respondents. A sample of 126 research participants was employed during the field research study. Data analysis was done using SPSS modules of descriptive frequencies and cross-tabulation. The validity and reliability of the research instruments was done using expert reviews. The research established that although the universities have a public relations/corporate office, it is not regarded as a priority sector in the university management, not many students know details of the public relations/corporate office; instances of rampant unrests are the recurring options used by students in expressing their dissatisfaction with the universities management. The university scholarly community is not aware of the details in the university service charter. The research recommends the need to make it clear regarding the roles of public communication/corporate affairs office. All scholars (students and lecturers) must be made aware of the office of public communication and corporate office, and the university service charter. Students in the university needs, to read and master contents of the university service charter. However the research raised a question on whether the university management have expertise in development of inclusive service charter(s). Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4046 Files in this item: 1
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Margaret, Chivila Mapenzi (Daystar University School of Communication, October , 2022)[more][less]
Abstract: The purpose of this study was to explore the social-cultural factors affecting the usage of mosquito nets among the residents of Kilifi County. The study had three objectives namely; to find out the extent to which the residents of Kilifi were aware of communication campaigns promoting the usage of mosquito nets as a preventive method against malaria, establish the level of perceived threat to malaria among residents of Kilifi County and, determine the social cultural factors affecting malaria communication campaigns promoting the usage of mosquito nets in Kilifi County. The study used the Health Belief Model (HBM) and Ideation Theory to ground the study theoretically. The study used a sample size of 345. To arrive at the sample size of 345, the researcher used systematic sampling in selecting the households to be involved in the study. Self-administered questionnaires were used to collect data and where need be researchers guided the respondents in filling the questionnaires in case of illiteracy. The study found that majority (86.3%) of the respondents in Kilifi County were aware that Malaria is a problem because of exposure to communication campaigns. The study found out that most of the respondents (above 80%) were not influenced by the social cultural aspects such as language, traditional herbs, and net possessed by evil spirits, gender and fear when it comes to mosquito net usage. The study concluded that the residents of Kilifi County were aware about malaria disease in the County. The Kilifi County government through the department of public health should create more awareness on the importance of regular use of mosquito nets to prevent malaria. Future studies should consider other counties in the coastal region such as Mombasa, and Kwale for the purpose of comparison. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4045 Files in this item: 1
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Kathambi, Valentine Muriungi (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: The study assessed the relationship between parenting styles and attachment styles among children in late childhood, focusing on Consolata Primary School, Nairobi County, Kenya. It sought to determine the attachment styles acquired by children in late childhood, examine the parenting styles adopted by parents of children in late childhood, investigate the relationship between social demographic characteristics and parenting styles among parents of children in late childhood, and ascertain the relationship between parenting styles and attachment styles among children in late childhood. The study adopted a descriptive cross-sectional design. The target population was children in their late childhood - aged between 9 years and 12 years and in grade 4 to class 7, at Consolata Primary School. Data was collected using a self-administered questionnaire and analyzed using the Statistical Package for the Social Sciences (SPSS), version 27.0. Some of the findings were as follows: many (87.6%) of the respondents had acquired a secure attachment with their parents, 11.8% had anxious attachment, and 11.0% had avoidant attachment; and the authoritative parenting style was used by 23.2% of the parents, the permissive style by 2.7%, the authoritarian style by 73.9%, and the dismissive style by 0.6%; For the authoritative parenting style, the predictors were the age of the respondents (p=0.013) and the grade of the student (p=0.003), while for the authoritarian parenting style, the predictors were the age of the parents (p=0.002) and the grade of the student (p=0.000). Moreover, the authoritative parenting style had a strong correlation (r=0.320) with secure attachment, while the dismissive style had the strongest correlation (r=0.131) with anxious attachment, followed by the authoritarian (r=0.069) parenting style. The study recommends that the findings be communicated to parents and policymakers to make them aware of parenting styles' impact on children. Description: MASTER OF ARTS in Clinical Psychology URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4041 Files in this item: 1
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Wairimu, P. Kiwanuka (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: They concept of Burnout Syndrome has been discussed since the 1970s with its symptomology, at the time, identified as emotional exhaustion and cynicism among individuals who offer services. Burnout Syndrome is a concern worldwide and is prevalent among professionals having intense interactions and constant demands at work. The university non-academic staff are among employees affected by Burnout Syndrome because they provide helping services to university fraternity. On this basis, the purpose of this study to establish the prevalence of Burnout Syndrome and how Burnout Syndrome is disaggregated across the social demographic factors among non-academic staff at the university. The study seeks to determine the relationship between Burnout Syndrome and general health amongst the non-academic staff at the University. The study was guided by The Maslach Burnout Theory and Conservation of Resource theory. A descriptive, correlational study research design was employed to guide the study. The target population of the study was 140 non-academic staff of Daystar University, at both the Athi River and Nairobi campuses. Quantitative data was collected using Maslach Burnout Inventory (MBI) and General Health Questionnaire (GHQ). Quantitative data was analyzed using descriptive and inferential statistics and presented in tables and charts. The findings show that the non-academic employees at Daystar University experience low prevalence of Burnout Syndrome (44.21+19.237, p=.0000) and the SDC characteristics found with statistically significant difference included age, educational level, work experience, and marital status (p<.0.05). Lastly, the researcher concludes that while there is low prevalence of psychological distress there is a statistically significant relationship between Burnout Syndrome and General Health among non-academic workers at Daystar University, Nairobi Kenya. It is hoped that the study may be significant to the non-academic staff at the university, in managing their work stressors and health. Policymakers including and not limited to the CUE, Ministry of Education, and the Ministry of Labour and Social Protection will find value in considering the results of this study as they review policies to support a work-life balance, the impact of non-traditional working hours, and other changes in the university landscape. Description: MASTER OF ARTS In Counselling Psychology URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4039 Files in this item: 1
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Isigi, Everlyne (Daystar University School of Communication, October 18, 2022)[more][less]
Abstract: The purpose of the study was to assess the public relations (PR) strategies used by liberty life Kenya (LLK) to improve public perception on life insurance in Kenya. The specific objectives of the study sought to examine the public relations strategies used by LLK employees, find out the role of public perception towards the public relations strategies used by LLK, and to evaluate the influence of PR strategies on the decision to buy life insurance by LLK customers. The study adopted a descriptive survey technique where 92 PR and communications employees and 175 customers of LLK were the study population. Data was collected by use of questionnaires and interviews. The data from the questionnaires was analyzed using descriptive statistics such as percentages, frequencies, means and chi-square statistics, while qualitative data from the interviews was analyzed using thematic summary analysis technique. The study findings determined that to a great extent, LLK applies various PR strategies which include consideration of PR ethics, ensuring accuracy and developing engaging messages for its target customer groups. Besides, the study determined that PR strategies used by LLK were perceived positively by their customers. Further, study findings showed that the PR strategies applied by LLK were instrumental in influencing customers to buy life insurance. The study recommends to LLK to tailor their PR messages to fit the needs of the various heterogeneous publics and customers. Moreover, LLK should increase its digital presence where it can relate and interact with various publics. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4037 Files in this item: 1
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Kimosop, Ruth J. (Daystar University School of Communication, October , 2022)[more][less]
Abstract: The study examined a uses and gratification approach to the usage of social media for public relations management with a particular emphasis on Kenya Plant Health Inspectorate Service (KEPHIs). From literature review, it is evident that corporate organizations that are taking advantage of technological advancements to design and use social media to attain and maintain good public relationships management and service delivery remain flexible amid the changes in the business environment. Therefore, long term benefits are only gained when the established strategy aligns with the new technological changes to ensure that the strategy is adopted and implemented within the required period as well as the proper timing of the market shift. As such, the study objectives were; to examine the motive of using social media for public relations management at KEPHIs, to find out the main gratification of using social media among KEPHI’s publics as a public relations management tool and, to establish the challenges associated with usage of social media (Facebook and Twitter) for public relations management at KEPHIs. The study reviewed relevant literature from previous studies done on social media usage and strategies and what their findings were in regard to organizational public relations management and users’ gratification. For this study, the users and gratification theory was used as the appropriate theory because it incorporates the three main attributes of technological adoption processes in an organization’s public relations management with regard to users’ approach of such technologies. These attributes are first, that media user is motivated and goal oriented, second, users select media based on their expectations that it will meet specific needs, third, media use is driven by individual social and psychological factors and lastly that media competes with other forms of communication for selection and use. This research used mixed methods to examine a user’s and gratification approach to the usage of social media for public relations management. This method was appropriate because its design gave room to the presentation of larger spectrum of divergent views and the mixed method approach allows for stronger interpretations based on the findings. The examination adopted a descriptive research design where data was collected using questionnaires and analyzed using Statistical Package for Social Sciences (SPSS) and presented using frequency tables. The descriptive research design was also used because the problem was specific and well defined. Questionnaires were used to obtain quantitative data on the subject with the aim of having facts on the situation. Interview of key informants in social media usage and gratification, public relations management and stakeholder communication were also carried out to get more information from authorities in the field. Analysis of social media pages including Facebook and Twitter at KEPHIs was used to determine public relations and dissemination of the content including feedback processes and engagements. In conclusion, advancement of technology especially in the areas of information access has opened a window of opportunity for organizations by providing an endless array of potential interactions with publics as well as management for relations. This gives a vital reason for corporate organizations to explore and understand how such social media platforms satisfies the informational needs of the users which is the reason for further studies regarding users and gratification on use of social media strategies for public relations management. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4035 Files in this item: 1
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Osarodion, Solomon. Iriabe (Daystar University School of Communication, October 1, 2022)[more][less]
Abstract: New media technology like social media offers a new dimension into how we communicate in society. The Catholic Church seems to be lagging behind in regards to social media use. Consequently, a critical analysis of the Catholic Church utilization of social media for the propagation of faith and doctrine became imperative. Anchored on technological determinism theory, this study came up with three objectives. First, to analyze the presence of the Catholic Archdiocese of Benin (Benin Deanery) on Twitter and Facebook. Secondly to access the efficiency of the use of Facebook and Twitter for the propagation of faith and doctrine in the Archdiocese of Benin (Benin Deanery). Thirdly, to evaluate how the Catholic Archdiocese of Benin (Benin Deanery) uses social media for the propagation of faith and doctrine. This study employed mixed method where questionnaire, interviews and content analysis were employed. A sample size of 398 was randomly analyzed and parishes grouped into economic clusters for better Analysis. Data was collected from respondents, coded and analyzed using Statistical Package for Social Sciences (SPSS) and MAXQDA. The findings indicated the presence of the Catholic Church on social media and how they use it for communication and propagation of faith and doctrine. However, it was discovered respondents are comfortable with WhatsApp as supposed to Facebook and Twitter that had little and no presence. It was also discovered that activities on social media pages were very minimal given the time frame. The study recommends that there should be diversity in creating various social media accounts that would benefit the various demographic of the Catholic faithful. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4034 Files in this item: 1
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Nyaboke, Lydia Nyaisu (Daystar University School of Communication, November 1, 2022)[more][less]
Abstract: Founded on uses and gratifications theory, the present research examines how Egesa FM radio facilitates citizen participation on issues of governance in Kisii County, Kenya. To be specific, the study examines the motives of using Egesa FM to participate in public discussions related to governance in Kisii County. In the same vein, it investigates how the most-dominant motive varies by demographics (gender, age, and education). Second, the research explores the gratifications derived from participating in public discussions on governance in Kisii County via Egesa FM. In the same context, it investigates how the most common gratification varies by demographics (gender, age, and education). In addition, the study examines how satisfied listeners are in using the radio to participate in public discussions about governance in the county. Last, it explores challenges faced by listeners when participating in public discussion about governance of Kisii County. Findings show that the main motive for using Egesa FM is participating in discussing issues that touch on development projects (24.8%), followed by planning and administration (15.5%). When the main motive is analysed by demographics, women by over a half (57.8%) dominate the debates on development projects. By age, those between 34 and 41 years (37.8%) take the lead, followed closely by 26-33 years (36.8%). On education, diploma graduates dominate (30.0%), while certificate holders come second (27.9%). On the other hand, the main gratification which listeners derive from participating on governance issues is “receiving news and information about their county” (71.1%). When the main gratification is analysed by demographics, women (52.4%), those aged 26-33 years (35.3%), and diploma holders (28.3%) take the lead just as is the case with the main motive (development projects). Further, the findings show that the vast majority of the participants (89.1%) are satisfied with using Egesa FM as a platform for engaging on matters of Kisii County governance. Last, three major challenges face the participants when using the radio station to discuss governance agenda - poor telephone connectivity, lack of acknowledgement from the programs hosts, and harassment from fellow listeners. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4033 Files in this item: 1
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Kimosop, Ruth J. (Daystar University, School of Communication, October , 2022)[more][less]
Abstract: The study examined a uses and gratification approach to the usage of social media for public relations management with a particular emphasis on Kenya Plant Health Inspectorate Service (KEPHIs). From literature review, it is evident that corporate organizations that are taking advantage of technological advancements to design and use social media to attain and maintain good public relationships management and service delivery remain flexible amid the changes in the business environment. Therefore, long term benefits are only gained when the established strategy aligns with the new technological changes to ensure that the strategy is adopted and implemented within the required period as well as the proper timing of the market shift. As such, the study objectives were; to examine the motive of using social media for public relations management at KEPHIs, to find out the main gratification of using social media among KEPHI’s publics as a public relations management tool and, to establish the challenges associated with usage of social media (Facebook and Twitter) for public relations management at KEPHIs. The study reviewed relevant literature from previous studies done on social media usage and strategies and what their findings were in regard to organizational public relations management and users’ gratification. For this study, the users and gratification theory was used as the appropriate theory because it incorporates the three main attributes of technological adoption processes in an organization’s public relations management with regard to users’ approach of such technologies. These attributes are first, that media user is motivated and goal oriented, second, users select media based on their expectations that it will meet specific needs, third, media use is driven by individual social and psychological factors and lastly that media competes with other forms of communication for selection and use. This research used mixed methods to examine a user’s and gratification approach to the usage of social media for public relations management. This method was appropriate because its design gave room to the presentation of larger spectrum of divergent views and the mixed method approach allows for stronger interpretations based on the findings. The examination adopted a descriptive research design where data was collected using questionnaires and analyzed using Statistical Package for Social Sciences (SPSS) and presented using frequency tables. The descriptive research design was also used because the problem was specific and well defined. Questionnaires were used to obtain quantitative data on the subject with the aim of having facts on the situation. Interview of key informants in social media usage and gratification, public relations management and stakeholder communication were also carried out to get more information from authorities in the field. Analysis of social media pages including Facebook and Twitter at KEPHIs was used to determine public relations and dissemination of the content including feedback processes and engagements. In conclusion, advancement of technology especially in the areas of information access has opened a window of opportunity for organizations by providing an endless array of potential interactions with publics as well as management for relations. This gives a vital reason for corporate organizations to explore and understand how such social media platforms satisfies the informational needs of the users which is the reason for further studies regarding users and gratification on use of social media strategies for public relations management. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4024 Files in this item: 1
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Iriabe, Osarodion Solomon (Daystar University, School of Communication, October , 2022)[more][less]
Abstract: New media technology like social media offers a new dimension into how we communicate in society. The Catholic Church seems to be lagging behind in regards to social media use. Consequently, a critical analysis of the Catholic Church utilization of social media for the propagation of faith and doctrine became imperative. Anchored on technological determinism theory, this study came up with three objectives. First, to analyze the presence of the Catholic Archdiocese of Benin (Benin Deanery) on Twitter and Facebook. Secondly to access the efficiency of the use of Facebook and Twitter for the propagation of faith and doctrine in the Archdiocese of Benin (Benin Deanery). Thirdly, to evaluate how the Catholic Archdiocese of Benin (Benin Deanery) uses social media for the propagation of faith and doctrine. This study employed mixed method where questionnaire, interviews and content analysis were employed. A sample size of 398 was randomly analyzed and parishes grouped into economic clusters for better Analysis. Data was collected from respondents, coded and analyzed using Statistical Package for Social Sciences (SPSS) and MAXQDA. The findings indicated the presence of the Catholic Church on social media and how they use it for communication and propagation of faith and doctrine. However, it was discovered respondents are comfortable with WhatsApp as supposed to Facebook and Twitter that had little and no presence. It was also discovered that activities on social media pages were very minimal given the time frame. The study recommends that there should be diversity in creating various social media accounts that would benefit the various demographic of the Catholic faithful. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4017 Files in this item: 1
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Hip Hop Music and Youth Mentorship for Social Change in Dandora Slums: A Study of Ukoo Flani Mau MauMumo, Kithae Dennis (Daystar University, School of Communication, June , 2019)[more][less]
Abstract: Hip hop music and Youth mentorship particularly in disenfranchised communities like informal settlements is not only relevant and appealing to the youth but a natural choice. Hip hop music consists of four main elements: emceeing, break dancing, DJing and Graffiti. The purpose of this study was to examine how Dandora’s Ukoo Flani Mau Mau Hip hop music group in Kenya mentors youth through their music. The study was executed in Dandora Hip hop City Center, a community initiative founded by Ukoo Flani Mau Mau member, Julius Owino who goes by the stage name Juliani. The study employed exploratory research design employing 5 focus group discussions of eight participants each. Major findings revealed that the Dandora youth perceive Ukoo Flani Mau Mau’s Hip hop music as their voice, symbol of resistance, rebellion but also edutainment oriented. Additionally UFMM music has influenced the youth to develop their musical talents by empowering them to learn and acquire the relevant knowledge and skills in song construction and live performance. Finally majority of the participants claimed that UFMM music had been a platform to foster social change by encouraging them to disengage crime and other societal vices. This study recommends that Hip hop music should be considered as a viable avenue for youth mentorship in informal settlement areas in Nairobi. Also learning institutions should consider incorporating Hip hop music in their curricular due to its ability to educate and empower. Description: Master of Arts URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4016 Files in this item: 1
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Wachira, Ann Njogu (Mount Kenya University, 2015)[more][less]
Abstract: This study sought to assess student leaders’ involvement in decision-making in public secondary schools in Kilifi County, and how leadership practices, or student behaviour influenced their involvement. The Ministry of Education had directed that all secondary schoolsform and facilitate student councils. Literature indicates that in spite of student councils being formed with the goal of participating in decision-making, most of the time their decisions were not taken into consideration, or they were not involved in key decisions. The research was conducted in public secondary schools in Kilifi County. A mixed methods approach was used. Survey design was used as well as phenomenological design. The sample size was selected from a target population of 118 public secondary schools from Kilifi County using cluster sampling. Piloting of the instrument was done in two public secondary schools in Kilifi County. First, the schools were clustered into sub-counties then random sampling was used to identify 30% of the schools to be included in the study. Ten student leaders and the principals of the selected schools responded to a questionnaire with open and closed ended questions. Further, Focus group discussions were held in one school in five sub-counties with a group of form three students. Descriptive statistics were used to analyse the findings as well as inferential statistics. The reliability coefficient was calculated using Cronbach coefficient alpha and a reliability coefficient of 0.6 was obtained. To ensure content validity and reliability of the research instruments the items were reviewed by the supervisors. The focus group interview data was coded into four major themes: the type of decisions the student council made, leadership practices and student behaviour that influenced the participation of student leaders in decision making, and the achievements that have been realized. The answered questionnaires were analysed using descriptive and inferential statistics such as percentages, frequencies, mean and Chi-square test. Different forms of data representation techniques such as tables, charts, and graphs were employed. The study found out that 61% of student leaders made decisions on their own though the teachers joined them occasionally. 36% were consulted when the schools needed to change policy and 63% said that their views were taken seriously by school management. They had also achieved improvement on student behaviour and better performance. However, it was noted that lack of interest in student council activities influenced the leaders in the decision-making and schools had no budget to fund the student council activities. The study recommended that the ministry of education should set modalities to ensure the activities of the student council including but not limited to training are funded and student councils are represented in all decision-making forums in the school. Further research should be done to find out the perceptions of other students on the involvement of SCMs in implementation of school rules and to assess the effects of student leaders’ involvement in decision-making on academic performance. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3915 Files in this item: 1
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Sumba, Selina (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study purposed to find out the impact of corporate reputation on student enrolment in private universities in Kenya with a focus on Daystar University Communication students. The research objectives were to examine the communication policies put in place to manage the reputation of Daystar University; to find out the current state of the corporate reputation in Daystar University and to determine the role of corporate reputation on spurring student’s enrolment to Daystar University. Using corporate identity and stakeholder theories, the researcher sought to establish how corporate reputation impacts an institution in terms of student enrolment. The study employed descriptive research design. The target population for this study were the ongoing (January 2021 to May 2021) diploma and degree communication students and parents at Daystar University Athi River campus who were 289 in number. Stratified random sampling and convenience sampling were utilized to sample 100 students and 100 guardians who formed the respondents for the questionnaires while purposive sampling was used to select 3 respondents for the interviews. The study findings indicated that the majority of respondents (43%) knew about Daystar University through a friend, while 29.1% through social media, 17.4%, through broadcast media, whereas 7% indicated that they knew about the university through print media, and lastly, 8.1% knew about daystar through the corporate affairs department via their marketing activities, while others through their high schools, families, University’s alumni and word of mouth. The study recommends that university should encourage students, employees and alumni to have a sense of ownership and identity in order to play an ambassadorial role to the university; to improve students’ enrolment. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3905 Files in this item: 1
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Boro, Maryann Nyambura (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate how corporate culture maintenance influences customer satisfaction at New Kenya Cooperative Creameries (New KCC). The study objectives were to establish the nature of corporate culture maintenance, determine the extent of customer satisfaction, establish relationship between customer satisfaction and maintenance of a corporate culture, and determine other factors that influence customer satisfaction in New KCC. The study applied the descriptive research survey design with a target population of 1200 customers and 75 managers based at the head office. The study collected both qualitative and quantitative data through a questionnaire. The qualitative data was analysed using translation and thematic analysis, while the quantitative data was analysed using descriptive statistics. The average mean score of corporate culture maintenance at New KCC was established to be 3.50 and 3.29 according to the managerial and customer respondents, respectively, implying a moderate extent. Overall, on customer satisfaction, 35% of the respondents indicated a large extent, 30% a small extent, 25% a very small extent, while only 10% stated a large extent. The findings of the regression analysis further revealed a coefficient of determination R square of 0.554, which implies that 55.4% of changes in the customer satisfaction are explained by the studied factors. The study also found out other six factors that influence customer satisfaction, namely previous experience, complaint handling, employee attitude, personal needs, marketing communications, and level of the involvement in the purchase. One of the study’s recommendations is that organizations need to strengthen the set of principles governing their corporate cultures. Further studies can be conducted investigating the challenges affecting corporate culture maintenance as well as other factors affecting the satisfaction of customers. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3904 Files in this item: 1
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Kahuthia, Abby Wanjiru (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study sought to explore the priming and framing of Genetically Modified Organisms (GMOs) by Kenya’s print media. It was guided by the following objectives: to establish the frames on GMOs as used in the Daily Nation, the Standard and the Business Daily; determine the frequency of coverage of GMOs in Kenya’s print media; and to establish the link between frames, priming and the decision to adopt or not to adopt GMOs. Descriptive research design was used for this study and the target population was the news story articles, feature stories, opinion pieces and letters to the editor that covered GMOs in the Daily Nation, the Standard and the Business Daily between the years of 2015 and 2019. Systematic Random Sampling was used in the selection of newspapers for the time period. Content analysis was used in data collection and the data was analyzed using Microsoft Excel. The findings of the study showed that though the frames that communicated perceived benefits of GMOs dominated the publications, the safety theme dominated discussions. Additionally, the study found that the benefits increased over the years. The study also found that state corporations were the most cited by journalists. Additionally, the study found that there is a link between framing, priming and the decision to adopt or not to adopt GMOs in Kenya. Therefore, publications through framing and priming highlight the issues that are perceived to be important to the audience (Goffman, 1974). This study found, that the perceived benefits of GMOs were published at a high rate, and safety concerns were also considered salient. Albeit suggestions by some media content influences audience perception, others posit that publications are representation of public perception Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3903 Files in this item: 1
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Muriithi, TerryRuth Wanjiku (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: This study examined the role of corporate branding on the students’ choice of master’s degree programs with a focus on Daystar University and the University of Nairobi (UoN). The objectives of the study were to investigate the strategies universities in Kenya used to brand their programs, establish the role corporate branding plays in student enrolment in universities in Kenya, and find out the factors that attract students to enroll for master’s degree programs in a university. The study used the hierarchy of effects theory, a model focusing on advertising. The target population for this study was 2094 master’s degree students: 1208 from UoN and 886 from Daystar University. A descriptive research design was used, and data was collected through a survey from a sample of 130 first-year full-time master’s degree students. The researcher also conducted interviews with two staff from the corporate affairs departments in both universities: one (1) from each university. Some of the study’s key findings were that 19% of the respondent’s gained knowledge about the universities that they were enrolled for their masters’ degree studies through referrals; and corporate branding plays a significant role in student enrollment in universities in Kenya, as relayed by 29.13% of the study respondents. Last but not least, as per 30% of the respondents, universities brand themselves to build up their reputation and global recognition. This research recommends the need for universities to identify the most salient aspects of their institutions and determine effective strategies for forming and communicating a cohesive identity. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3902 Files in this item: 1
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Ruvaga, Lenny Rashid (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: The purpose of this study was to evaluate the role of peer-to-peer communication in the adoption of community currencies in Kenya, with a special focus on Gatina Pesa (GP) in Gatina village, Kawangware. The study objectives were to find out the role of peer communication in the adoption of community currencies, investigate the factors that influence the adoption of community currencies, and to evaluate the challenges of peer communication in the adoption of community currencies in Gatina village Kawangware in Nairobi County. The research was guided by the Diffusion of Innovation Theory (DOI). The study used descriptive research design with a sample size of 50 respondents who have adopted the use of GP in their businesses. Data was collected through questionnaires and a key informant interview. The data collected from the questionnaires were analyzed using the Statistical Package for Social Sciences (SPSS) software for analysis. For the interview, it was recorded, and the data transcribed and was then analyzed thematically and presented in narration form. The study established that peer communication as indicated by 68% of the respondents, played a role in the uptake of Gatina Pesa. The in-depth interview with the senior manager established that peer communication was applied in creating awareness about Gatina Pesa through rewarding referees and rewarding users with weekly bonuses. The study recommends that innovators should consider the use of peer-to-peer communication to ease adoption of new technologies. Future studies could be done on how financial literacy levels affect uptake of community currencies. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3901 Files in this item: 1
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Waithera, Rachel Simon (Daystar University, School of Communication, October , 2021)[more][less]
Abstract: Visibility is a vital aspect of any corporate in the contemporary world as there is massive competition. Are the channels or tools used to communicate to the farmers on research discoveries effective? Do ICIPE and KALRO deliver the intended message at the right time, and is the understanding between the research institutions and the farmers at the same level? The study was undertaken to answer these questions. This research was informed by the media dependency theory, and data was collected using questionnaires and focus group discussions. The target population was farmers from Ngewa Ward in Githunguri Constituency, Kiambu County. A sample of 122 was selected through simple random sampling, and the collected data was analyzed with the aid of the Statistical Package for the Social Sciences (SPSS). The findings indicated that farmers obtained agricultural information mostly from radio, although some were dependent on other channels such as Television (TV), newspaper websites, social media, and friends. The tools used influenced the farmers in agricultural technology adoption choices. It was also revealed that though very few farmers knew of the existence of agricultural technologies provided by the research organizations, the farmers had a positive attitude towards technologies. They always looked forward to the innovation of new technologies and believed that technologies from the research organizations played a role in increasing food production. The study concluded that the two research organizations in Kenya (ICIPE and KALRO) used different tools of communication, with the most effective tool being the radio since it is affordable and easily portable. One of the study's recommendations is that the research organizations’ managements need to strengthen their communication departments to help assess appropriate and effective tools for use in communicating new technologies. Description: Master of arts In communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3900 Files in this item: 1
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Hussein, Abdullahi Musdaf (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to explore the dual professional identity nature of the Kenyan J-bloggers with specific reference to Nairobi and Garissa Counties. The study was guided by the following specific objectives: to examine the ethical issues that Kenyan J-bloggers face, to find out what motivates the Kenyan J-bloggers to blog, and to explore the dual professional identity of a Kenyan J-blogger. This research centered on J-bloggers in Kenya. In examining the ethical issues that Kenyan j-bloggers face, the study established that there were several ethical guidelines that should be adhered to, which include adhering to copyright issues and giving credit to all the borrowed content, always being truthful and clearly making a distinction between individual opinions and facts, avoiding spam in the name of promoting blog posts, and maintaining the privacy of clients. The study also established that some j-bloggers are motivated by money, others are motivated by personal achievement and appreciation for a job well done, while some others do blog merely to inform the public. It also emerged that most bloggers perceive their work as service to the community as they try to fill the gaps left by the mainstream media in informing, educating, and entertaining the public. Lastly, the study found that J-bloggers face several challenges, among them monetizing the blogging career and finding the best niche to blog about. The study recommends that the government and policy makers develop policies and increase awareness on the legal and ethical issues that should be considered and followed by bloggers. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3898 Files in this item: 1