Masters Theses: Recent submissions
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Godwin, Gibson (Daystar school of communication, June , 2010)[more][less]
Abstract: Tourism is considered to be one of the world’s fastest growing industries. Countries in Africa are now focusing on tourism as a source of growth and diversification. Despite this, the promotion of tourism industry is facing a number of constraints. The purpose of this study was to explore the effectiveness of the communication strategies used by the Tanzania Tourism Board (TTB) in promoting the Tanzania tourism industry. The study used the descriptive method of self-administered questionnaires and interviews to gather information. The sample size comprised TTB management, and marketing department, tourists and tour operator organizations. Questionnaire data were cleaned, coded and analyzed using the statistical package for Social Scientists (SPSS). Two in-depth interviews were qualitatively analyzed based on the specific objective. The data showed TTB is using various communication strategies in tourism promotion and creating awareness of Tanzania as a one of the leading tourist’s destination. However, there are numerous challenges which hinder the effective promotion of tourism in Tanzania. The study has confirmed the AIDA communication model and has demonstrated that each step in the promotional process is crucial for the successful promotion of tourism products. Therefore, as Mills and Han (2006) argue, destination tourism organizations such as TTB in this case can successful promote tourism based on the impression they make in each step so as to attract more tourists using effective communication channels. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3859 Files in this item: 1
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Wilson, Johnson Wachira (Daystar University School of Arts and Humanities, June , 2015)[more][less]
Abstract: The advancement of technology has been considered to affect all spheres of life, including, to a significant extent, the journalism practice. In Kenya, news consumers are increasingly active online through social media as journalists seek to leverage on social media phenomenon in an effort to remain relevant. The free-for-all nature of reporting news through social media and proliferation of alternative and cheap sources of information has sparked debate about the future of professional journalism. The extent to which this is significant in the experience of Kenyan journalism was what preoccupied this research. This study sought to investigate influence of social media on journalism in four areas: professional and ethical journalism, participation of audiences in news production, the influence of social media on journalism as a process of domestication and a force of change driven by the technological advancement and the influence of news editorial policies. The study employed a descriptive research survey design and a calculated sample size of 291 respondents was used. The sample was randomly selected from the accredited journalists based in Nairobi. The survey findings showed a strong indication that social media has influenced the practice of journalism in Kenya. The study further elucidated that the extent of influence of social media on journalism varied depending on the theme being investigated. In this respect, behavioral-related research was recommended as a future undertaking to establish the effects of varying behavior of news consumers as far as the influence of social media on journalism is concerned. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3858 Files in this item: 1
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Ndubi, Joslyne K. (Daystar University School of Business and Economics, May , 2016)[more][less]
Abstract: Public sector organizations worldwide are under pressure to increase efficiency while delivering improved and integrated services. The track record for success in bringing about change in organizations in public sector is poor; it is implementation rather than formulation that is the hard part. This research study sought to examine factors affecting effective implementation of organizational change in the public sector in Kenya with a focus on the Judiciary. The research identified organizational culture, leadership, resources and organizational structure as the main factors that affect organizational change management in the Judiciary. The study is oriented on Mckinsey Kotter’s eight step model of change management and adopted a descriptive research design that aimed at analyzing change implementation environment at the Judiciary. The target population was management level of which a census of 51 respondents were issued with questionnaires with a significant response rate of 35 out of the 51 respondents. The findings indicated that 74% of the respondents strongly agreed leadership was a major factor that affected implementation of organizational change while 74.3% of the respondents strongly agreed that resistance to change was a major challenge that slowed down the change implementation process. The study recommends that the Judiciary should address the challenges faced in the implementation process as most of the challenges identified are internal and therefore are within its control. Description: Master Of Business Administration In Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3857 Files in this item: 1
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Oketch, Caroline Maneno (Daystar University School of Human and Social Sciences, May , 2016)[more][less]
Abstract: This study examined factors affecting the effectiveness of monitoring and evaluation systems among FBOs with a specific focus on Kenya YMCA. The specific objectives of the study were to establish the role of Monitoring and Evaluation systems in Kenya YMCA as a Faith Based Organization in Kenya, examine the extent to which monitoring and evaluation systems are used in Kenya YMCA, analyze factors affecting the effectiveness of M&E systems in Kenya YMCA and recommend strategies that would enhance the effectiveness of M&E systems among FBOs in Kenya. A descriptive survey of 105 respondents from YMCA branches within Nairobi County was conducted using mixed method. The main instruments of data collection instruments included self-administered questionnaire, key informant and focus group discussion guides. A response rate of 95% was achieved. Data analysis using computer programs ENVIVO (Version 11) for qualitative analysis and SPSS Version (22) for quantitative analysis and content analysis revealed the various factors affecting effectiveness of M&E systems at the Kenya YMCA. The study found out that the role of M&E systems was mainly in project planning. It also found out that M&E systems were greatly used during needs assessment. On factors affecting effectiveness of M&E systems in Kenya YMCA, the study found that donors had strong influence in effectiveness of M&E systems. The key strategy to enhance the effectiveness of M&E systems was skilled and professional staff. The study recommended institutionalization of M&E systems in FBOs to enhance programming. The study also recommended utilization of M&E systems in all stages of the project cycle, sufficient budgetary allocation and stakeholder involvement for improved accountability. Description: Master Of Arts In Monitoring And Evaluation URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3856 Files in this item: 1
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Mulama, Eric Bulogosi (Daystar University School of Business and Economics, June , 2017)[more][less]
Abstract: As a result of the increased challenges faced in the day to day implementations of projects in different sectors of the economy, there has been a need to have proper organized project cycle management. Successful planning and execution of projects will lead to re-investments and investments by multinational corporations particularly in the health sector. According to the economic survey of the Kenya National Bureau of Statistics, 2006, the health sector contributes the highest value export which is estimated to 25.1 billion as of 2006. The purpose of this research was to assess the factors determining successful project implementation in non-Governmental organizations in the case of African Population and Health Research Kenya. The target population was 138 employees working in Nairobi. The sample size was 61 of the employees. The study used descriptive research design to describe and portray characteristics of the events. The study also used questionnaire as method of data collection. Quantitative data was analyzed by use of both descriptive and inferential statistics by use of Statistical Package for Social Sciences (SPSS) version 22. The results showed that managing of risk practice seemed to be usable more in well- defined environments than in unpredictable environments hence could be deduced that APHRC was well-defined. However, managing risk relied on the recognition of actions having an impact on the goal of project as well as on the probability evaluation and the impact of these events. The study concluded that at APHRC there were success factors in project implementation. Leadership styles, staff training, management commitment, knowledge management and risk management were those factors. Regarding training, it can be deduced that APHRC staff underwent intensive training which helped to progress performance in their current roles to foster project success. Description: Master Of Business Administration In Project Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3855 Files in this item: 1
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Chumel, Moroto Samuel (Daystar University School of Human and Social Sciences, April , 2018)[more][less]
Abstract: In Africa sustainability of donor aided projects is a big challenge in over 95% of the countries. This study investigated the socio-economic and political factors that determined project sustainability of World Vision International (WVI) donor funded projects in Sook Division of the West Pokot County - Kenya. The research examined why in spite of the resolute efforts by developers, sustainability remained a challenge. This study had the following objectives; to identify strategies adopted by WVI in enhancing project, establish the extent to which social activities had determined project sustainability; ways in which politics had influenced sustainability of donor aided projects and the extent to which technological factors contributed to sustainability of donor aided projects in West Pokot County, Sook Division. The study adopted a descriptive research design using both quantitative (questionnaires) and qualitative (in-depth) approaches. A total of 175 respondents took part with 168 questionnaires among health community workers and beneficiaries of the WVI health projects while the rest were in depth interviews. Data processing was done using statistical package for social science (SPSS-version 22). Findings show that WVI had employed several strategies to engage the community including, rescue centers, involvement of the community through workshops, regular sensitization, and periodic reporting. Additionally, cultural practices such as female genital mutilation and indulgence in local brew made the community resistant to engage. The study recommends complete participation of all stakeholders, respect for community structures and political stability as major drivers of sustainability of such donor aided projects. Description: Master Of Arts In Community Development URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3854 Files in this item: 1
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Weche, Barnabas Reuben (Daystar University School of Business and Economics, May , 2016)[more][less]
Abstract: The general objective of the study was to examine factors influencing the type of vehicle purchase decisions in Kenya’s motor vehicle industry. Descriptive research design was employed in the study. Simple random sampling techniques were employed while data collection was conducted with the help of a questionnaire. The data was analyzed using descriptive and inferential statistics with the help of the Statistical Package for Social Sciences (SPSS) version.2.0. The results were then presented in tables, charts and figures. The study revealed that there was a positive significant relationship between economic factors and purchasing decision. The study further revealed there was a positive significant relationship between psychological factors and purchasing decision. Finally the study revealed that there was a positive significant relationship between demographic factors and purchasing decision. The study concludes that psychological factors, social-cultural factors, economic factors, as well as demographic factors influence the type of vehicle purchase decision in Kenya. The study recommends that firms dealing with motor vehicle need to consider the various economic factors that influence consumer decision making such as interest rates, income as well as rising fuel prices. In this regard they need to design motor vehicle for different categories of customers in different income brackets in Kenya. There is a need to make sure that investments in quality occur in areas that will resonate with consumers. Description: Master Of Business Administration In Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3853 Files in this item: 1
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Wamae, Phoebe (Daystar University School of Business and Economics, May , 2016)[more][less]
Abstract: The study was aimed at determining the factors of remote management on employee’s productivity at Medécins Sans Frontières. Descriptive research design and purposive sampling technique were used to determine the outcome. The target population was 298 employees with a sample size of 61 employees from Human Resource, Administration, Finance and Accounts, Medical and Logistics and Procurement. In order to obtain the information required for the study, questionnaires were administered to the respondents. Data analysis was done through the use of SPSS version 21 in order to quantify the findings. From the findings it was showed that training and development, communication, effective control and cost effectiveness were the factors that mainly promoted remote management. In order that the operations of the organisation succeed then it was necessary that the organisation strengthens these factors and as a result employee productivity was going to improve substantially. From the findings it showed that there were external challenges that the organisation was facing which included employee trust, government interference, competition for resources and cultural differences. In conclusion, for the organisation to be able to obtain its goal effectively, the organisation needed to eliminate its threats and enhance the factors that influenced its growth. The researcher hence recommended the organisation should enhance its systems and structures and incorporate reward systems to increase productivity from their employees. Further studies on other organisations that carry out remote management can be undertaken to see if they can be incorporated in other organisations. Description: Master Of Business Administration In Strategic Management & Human Resource Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3852 Files in this item: 1
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Mulinge, Lillian (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the effect of social customer relationship management on loyalty. The objectives of the study were: To assess the use of SCRM by Safaricom PLC. To determine the components of loyalty of Safaricom PLC subscribers. To investigate the effect of SCRM on the loyalty of Safaricom PLC subscribers. The study was informed by the Uses and Gratification Theory to inform the relationship between social customer relationship management on loyalty. A descriptive research design was adopted where questionnaires were issued to a sample of 180 communication students who were registered online users of the Kenyatta University the Postmodern Library (PML). Data analysis was done using Statistical Package for the Social Sciences, version 23. Key findings revealed that a significant 60 (37%) were neutral as to whether the respondents believed that Safaricom pays attention to their posts, comments and queries on their social media platforms. A majority of respondents agreed 66 (41%) and 44 (27%) strongly agreed that they recognized Safaricom PLC as a valuable brand to consumers. While mixed findings were observed as to whether the respondents would recommend Safaricom products and services to others over its competitors. This was as identified by 41 (25%) who were neutral while 53 (33%) agreed. The regression analysis revealed that 0.343 (34.3%) of the variation in customer loyalty can be explained by social CRM. The use of social media and its integration with social CRM can serve as useful leverage in generating more brand value for an organization. Therefore, the study recommended that social CRM practitioners should consider the effect that social CRM has on loyalty while making decisions in the organization since the two are correlated. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3851 Files in this item: 1
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Nyambega, Judith Nyakerario (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of the study was to evaluate public relations (PR) practice in Kenya among Public Relations Society of Kenya (PRSK) members. The objectives of the study were to; assess the current roles played by PR practitioners in Kenya, determine the level of awareness of top management on the significance of PR in Kenya and identify the challenges faced by PRSK members in execution of their roles. The study was carried out on PRSK members, and 4 interviews conducted with top management in 4 organizations in Kenya. The study used mixed methods where the researcher combined qualitative and quantitative data collection methods. Data was collected using questionnaires and interviews and analysed using the Statistical Package for Social Sciences. The study found out that PR plays an important role in the functioning of the organization. The study also identified the different roles played by PR practitioners in the field, some which supported the study’s literature review. The study also identified the different challenges faced by PR practitioners in the field which limit their effectiveness. The study concludes that PR practice positively impacts on the delivery of services. The study recommends that strong and well-integrated PR departments should be established in an organization and sufficiently funded like other departments in the organization to ensure its success. The study also recommends that PRSK should seek for regulation of the practice by lobbying with the government to recognize it as a body with statues to govern its practice. Description: MASTER OF ARTS in Strategic and Organizational Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3850 Files in this item: 1
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Miano, Jane Micere (Daystar University, School of Arts and Humanities, October , 2021)[more][less]
Abstract: Despite its importance in promoting peace, religion has been overlooked in the promotion of regional peace diplomacy in East Africa. The study’s objectives were as follows: to examine people’s perceptions of religion’s potential for regional peace diplomacy in the East African Community (EAC); evaluate areas in which religion has been applied in regional peace diplomacy; and assess the challenges religion faces in promoting peace diplomacy in the EAC region. Kenya, Tanzania, Uganda, Rwanda, Burundi, and Sudan were among the six EAC countries studied. The study’s main focus, however, was on the three founding states: Kenya, Tanzania, and Uganda, with Nairobi serving as the primary data collection location. Religious institutions, post-graduate students from private and public universities, and government leaders and policymakers comprised the target population. The EAC is an intergovernmental institution, and religion influences peace diplomacy in both active and passive ways. Religion, while playing a role in promoting peace, can also be a source of conflict, in line with the findings. As a result of the various beliefs and values that exist among religions, the business of fostering peace is the mandate of state governments in the EAC. The study recommended that religious leaders be trained in peace diplomacy and that more research be conducted into the influence of religion on local governance in the EAC block to ensure the sustainability of peace and conflict resolution. Description: MASTER OF ARTS In Diplomacy, Development, and International Security URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3849 Files in this item: 1
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Mwau, Imelda M. (Daystar University, School of Human and Social Sciences, Nairobi., October , 2021)[more][less]
Abstract: Early sexual debut among teenage girls in informal settlements has been known to have serious negative impacts whose consequences could last a lifetime. The study sought to identify the socio-environmental factors that contribute to the first sexual experience of adolescent girls in Kibra, establish the perception of adolescent girls living in Kibra on sexual debut, and evaluate intervention strategies towards delaying sex debut among the adolescent girls. Through purposive sampling, the study identified a sample of 100 out of a target population of 333 teenage girls aged 13-17 who accessed the Kibra Community Health Centre-AMREF for youth-friendly services. Qualitative and quantitative data were collected by the use of two questionnaires, and the collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 23. Regarding the reasons behind the adolescents’ first engagement in first sexual activity, the adolescents’ willingness ranked first, at 55%; followed by peer pressure, at 27.8%. Further, the social workers attributed adolescents’ sexual debut to poverty and lack of sexual privacy. Regarding their perceptions on sexual debut, more than half (56.3%) of the adolescent girls believed that they still needed to learn more about sex, while most of them (88%) felt that it was better to abstain from sex until they are 18+ years of age. On the intervention strategies towards delaying sex debut among the adolescent girls, the highest mentioned by the adolescent girls was guidance and counseling (at 60%), while the social workers mentioned provision of basic needs to the girls, among other strategies. The study recommends the establishment of more institutions oriented towards instilling good values in teenage girls so as to help them uphold abstinence and only engage in sex marriage. Description: MASTER OF ARTS in Child Development URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3848 Files in this item: 1
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Ndonga, Sarah Wambui (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: In 2017, Kenya conducted its second General Election under the Constitution of Kenya (2010). This General Election was covered by various media including the regional copies of the Standard and Daily Nation newspapers. At the time, President Uhuru Kenyatta and former Prime Minister Raila Odinga separately contested for the presidency. They received considerable media attention and were framed differently by the regional editions of the two newspapers. This study therefore sought to establish whether framing of President Kenyatta and the former Prime Minister by the regional editions of the Daily Nation and Standard newspapers influenced Kenyans’ voting patterns along tribal lines in 2017. It was anchored on the Media Framing Theory by Ervin Goffman (1974) and used mixed methodologies by administering 768 questionnaires to respondents in Kisumu and Nyeri counties in addition to interviewing four experts. The study found that at least 48.8% of the respondents believed that the newspapers’ coverage of President Uhuru Kenyatta and former Prime Minister Raila Odinga by the regional editions of the Standard and Daily Nation newspapers had encouraged them to vote along tribal lines. Similarly, more than half of the respondents (56.8%) said that they voted for the candidate who was projected to be winning by the regional editions of the two newspapers under study, implying that newspapers indeed influenced voting patterns to a significant extent. The study further found that commercial interests of a newspaper determined the media frames that were used in the regional editions of the Standard and Daily Nation newspapers. Additionally, the study established that regional copies of the Standard and Daily Nation newspapers influenced respondents to vote along tribal lines during the 2017 General Election by appealing to the emotional needs of the respondents. The study therefore recommends that media practitioners be guided by editorial policies that advance the principles of objectivity and fairness in order to uphold their role as society’s watchdog Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3847 Files in this item: 1
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Wachira, Francis (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The main purpose of the study was to analyze the media aesthetic component of advertising communication and its violation of consumer rights in selected television advertisements. The study aimed to analyze the application of media aesthetics elements in select television advertisements in Kenya; examine consumer protection regulations put in place to guard against violation of consumer rights; and find out how, if at all, the media aesthetic elements in these television advertisements violate consumer rights. The media aesthetics theory and media literacy model by Zettl formed the study’s theoretical framework. The study chose five advertisements in different categories. These advertisements were purposively selected based on their commercial transaction. Data was collected by use of textual analysis for the advertisements and Focus Group Discussion. The qualitative data was analyzed for the aesthetics elements application, the observance of consumer protection regulations, and ways that they may be found to violate consumer rights. The findings indicated that the building blocks for contextual aesthetics have been applied in the advertisements. The focus group discussion (FGD) pointed to a direct link between the aesthetic elements and consumer patronage. The study concluded that contextual media aesthetics are critical building blocks for media literacy, the Consumer Federation of Kenya (COFEK), though formed with good intentions, has not succeeded in championing people’s rights and consumers agree that there is a growing number of deceptive advertisements. The study recommended that there is need for media literacy among consumers. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3846 Files in this item: 1
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Mwangi, Eustace (Daystar University, School of Business and Economics, October , 2021)[more][less]
Abstract: This study sought to assess the effect of capital structure on financial performance of small and medium enterprises (SMEs) in the ICT sector, Nairobi County. The objectives were to; identify the proportion of debt and equity employed by ICT sector SMEs, assess how performance was measured, and determine the effect of capital structure on performance of ICT sector SMEs. The study employed three theories, namely, the pecking order theory, trade off theory, and agency theory. The study adopted a descriptive research design and a targeted population of 1048 ICT sector SMEs located in Nairobi’s CBD. Purposive sampling technique was used to select a sample size of 91 respondents. Data was collected using questionnaires. Quantitative data was analyzed using Statistical Package for Social Sciences (SPSS) version 25, while qualitative data was analyzed using thematic approach. The study found out that capital structure played a major role in the financial performance of SMEs in the ICT sector operating in Nairobi CBD at 72(96%), whereby 37(49.3%) SMEs were financed through short-term debt, 30(40%) through long-term debt, 38(50.7%) through short-term equity while 60(80%) were financed through long-term equity. Consequently, the findings show that 45(60%) of the SMEs were financed through a mix of debt and equity. A total of 72(96.0%) and 69(92%) SMEs measured financial performance in terms of profitability and return on assets. A majority of SMEs at 67(89%) confirmed that there was link between capital structure and financial performance. The study concluded that capital structure is very critical in the financial performance of ICT sector SMEs and hence they need to make informed decisions on how to balance between debt and equity capital sources. The study recommended that the government and other regulatory institutions should ensure that SMEs operate in a financial friendly environment where there is easy access to sources of SMEs financing. Description: MASTERS OF BUSINESS ADMINISTRATION in Finance URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3845 Files in this item: 1
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Karenga, Elizabeth (Daystar University, School of Business and Economics, January , 2021)[more][less]
Abstract: The purpose of the study was to assess the effect of supply chain strategies on the operational performance of shipping line companies in Kenya. The objectives of the study were to establish the supply chain strategies, evaluate the measures of operational performance of shipping line companies in Kenya, and determine the effects of supply chain strategies on the operational performance of shipping line companies in Kenya. This research was guided by efficiency theory, resource-based theory, and supply chain management. Descriptive data was used to describe the features of the population under study. The population entailed 2,556 Maersk employees as of 31st January 2020. The target population of this research entailed 224 workers in the procurement department. A stratified random sampling approach was used to select a sample. Questionnaires were used to collect data, which was then analyzed using inferential and descriptive statistics. It was revealed that there had been operational excellence, customer focus, and demand forecasting in the organization. The findings established that there had been an increase in the following areas: market share, number of new customers, customer retention rate, and sales in the organization. It was noted that supply chain strategies had led to improved competitiveness, increase in the market share, customer growth, customer satisfaction, and sales growth in the organization. The study concluded that the services offered by Maersk Kenya Limited were of high quality and that supply chain strategies had a positive significant effect on the operational performance of shipping line companies. The study recommends that the management of shipping line companies must embrace effective supply chain strategies that guarantee quality in the supply chain process and have proper funding to support them. . Description: MASTER OF BUSINESS ADMINISTRATION in Supply Chain Management and Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3844 Files in this item: 1
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Munguakonkwa, Cynthia Nyunva (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to assess the effectiveness of communication strategies used by select political parties in the Democratic Republic of the Congo (DRC) during the 2018 general election and the effect of the strategies on electoral performance. The study targeted political leaders, national officials, political and communication strategists of the People’s Party for Reconstruction and Democracy (PPRD) and Union for Democracy and Social Progress (UDPS) political parties in the DRC. The target population was 152 respondents. Stratified random sampling technique was used in coming up with 61 respondents and a questionnaire was used to gather the data. The data was presented in form of narratives, graphs, charts, frequency distributions, and tables, The study results showed that political parties used various communication strategies, where 72.4% indicated persuasion, 65.5% indicated grassroots campaigning, 62.1% indicated propaganda, 48.3% indicated narrowcasting, while 36.2% indicated micro targeting. The communication platform that was mostly employed during campaign was television and radios, as indicated by a mean of 3.95; while Facebook was the most common social media communication platform, as indicated by a mean of 3.93. The study concludes that political parties’ communication strategies have a positive effect on electoral performance in the DRC. Further, the study concludes the political parties in the DRC used various strategies, including grassroot campaigns, persuasion, micro targeting, and propaganda, during campaigns. The study recommends that political parties should not only communicate during the election period but should also be accountable to their voters or electoral base on a daily basis and that election of communication platforms should be evaluated based on user needs and information type. Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3843 Files in this item: 1
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Tuimur, Carol Jelimo (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
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 URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3842 Files in this item: 1
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Nyagudi, Calvin Steve (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: This study sought to assess the crisis response strategies employed by Silverstone Airline in managing its corporate reputation during their crises of October-November 2019. The management of reputation aspect runs parallel to the situational crisis communication theory (SCCT) framework that guided this study. SCCT provides an empirically tested model for selecting the most appropriate crisis response strategies for crisis situations experienced in order to protect organizations’ reputations. The study’s objectives were to examine the crisis clusters under which the Silverstone Airline crises fell, analyze the crisis response strategies used by the airline, and assess how the airline managed its corporate reputation during the crises. To obtain the study’s sample from the identified target population, the study applied non-probability purposive and census techniques to pick all the five (5) crisis-related communication. Silverstone Airline disseminated and all the 509 feedback messages generated by the airline’s crisis-related communication. The study utilized primary qualitative data that was coded and thematically analyzed. It analysed the crisis situations and the effect of crisis intensifiers on their progression and eventual clustering. The major finding of the study was that Silverstone Airline failed in clearly understanding and clustering its crisis situations, yet this is the first and most critical aspect in managing reputations. The findings, therefore, indicate that Silverstone Airline mismatched the response strategies with the crisis clusters in a majority of its crisis cases. The study recommends that the airline dedicates officers who are well trained in dealing with crisis communication in real-time to handle its social media pages. This would help the airline take control of the crisis at the earliest stage Description: MASTER OF ARTS In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3841 Files in this item: 1
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Linkoy, Barbara (Daystar University, School of Communication. Nairobi, October , 2021)[more][less]
Abstract: The purpose of this study was to investigate the relationship between participatory communication and the sustainability of water projects in Elangata-Wuas, Kajiado County. The objectives of the study were to find out the relationship between resources, time and labor provided by the community and the sustainability of water project, determine the influence of participation in decision making in the sustainability of water projects, and establish the relationship between the selection of technology and selection of management structures on the sustainability of water projects. A descriptive exploratory research design and purposive sampling technique were used. Data were collected using focus group discussions and analyzed using thematic analysis approach. Research findings indicated that residents of the Elangata-Wuas were, from inception to evaluation, actively involved in decision-making process of the water projects. Beneficiaries’ opinions were discussed and incorporated in the development of the projects. Based on these findings, the study concluded that community participation and involvement could only be effective through the provision of resources, time labor, participation in decision-making, selection of technology and management structures. In addition, participatory communication influenced the sustainability of the water projects in Elangata-Wuas in Kajiado County. The study, therefore, recommended that donors, agencies, and county governments intending to support communities need to involve the community at all stages of a project development and allow beneficiaries to actively participate and own the project. That way, the communities will have control over the projects, and this would translate to project sustainability Description: MASTER OF ARTS in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3840 Files in this item: 1