Masters Theses: Recent submissions
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Warui, Denis Gichuri (Daystar University School of Applied Human Sciences, October , 2022)[more][less]
Abstract: The greatest global challenge to labour and socio-economic development is HIV and AIDS which is a public health issue. To combat this, HIV prevention interventions are implemented to protect an individual and the local community by halting the transmission of HIV through HIV education, counselling, HIV testing and Condom distribution. The HIV epidemic in the county is propagated and influenced by alcohol and drug abuse; Mother-to-Child HIV transmission; Culture, gender roles and customs; Poverty; discrimination and migrant workers engaged in infrastructure projects. The study determines an assessment of the effects of HIV and AIDs prevention interventions on road construction workers knowledge, attitudes and practices: a case of Athi River – Machakos Turnoff Road project in Machakos county, Kenya. The study has four objectives which include to determine road construction workers’ knowledge on HIV and AIDs; Establish Road construction workers’ attitudes towards HIV and AIDs; Assess Road construction workers’ HIV and AIDS prevention practices; and Evaluate effects of HIV and AIDs prevention interventions on road construction workers’ knowledge, attitudes, and practices. The study adopted a descriptive design through the collection of quantitative data to provide information on the research questions. The study population was made up of workers working in the Athi River – Machakos Turn off project with a sample size of 106. A questionnaire was developed using Microsoft Forms and administered to the road construction workers. The study findings revealed that in relation to HIV knowledge is that road construction workers are knowledgeable and well versed about sexually transmitted diseases; regarding attitudes, road construction sites were high risk areas due to some depicted negative attitudes; and in relation to practices, road construction workers on site knew about HIV testing and use of condoms. The assess of the effects of the HIV and AIDs prevention interventions was undertaken using the chi-square test for association where p-value = 0.00001 and p < .05. It stated that the HIV and AIDs prevention interventions like HIV and AIDs education, HIV counselling, HIV testing and condom distribution positively affected the HIV knowledge, attitudes and practices of road construction workers at the construction site. The study recommended that future research on the same study should expand the sample size to accommodate regional changes and variations. Furthermore, the study recommended that a panel study should be undertaken to learn the construction workers' attitudes and HIV and AIDs knowledge change trends over the construction project's life. Description: MASTER OF ARTS in Monitoring and Evaluation URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4038 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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Odinga, Fredrick Owuor (Daystar University, School of Applied Human Sciences, October , 2022)[more][less]
Abstract: This study assessed parents’ involvement in the education of their deaf children, focusing on St. Anthony School for the Deaf in Webuye, Bungoma County, Kenya. The study’s objectives entailed determining the parents’ level of awareness of their involvement, establishing their level of involvement, assessing barriers to their involvement, and providing recommendations for improvement of their involvement in the education of their deaf children. The study employed a qualitative and quantitative research approach. The sample size was 33 deaf children, their parents, three teachers, and eight key informants. Focused group discussions (FGDs) and questionnaires were used for data collection. The collected data was coded and organized by utilizing an excel sheet. It was then analyzed using the Statistical Package for the Social Sciences (SPSS), version 25, and presented in frequency tables, bar graphs, and pie charts. Qualitative data was organized into emerging themes for analysis. As per the findings of the study, 100% of parents considered themselves involved in the education of their deaf children. The level of parents’ awareness of their involvement in their deaf children’s education was limited, as only 20.7% of parents reported a high level of awareness. The major barrier to parental involvement was communication as most parents (82.3%) exhibited a limited understanding of Kenya Sign Language (KSL), thus unable to communicate with their deaf children. Other barriers included low awareness, distant special schools, and a heavy burden of paying school fees. Based on its findings, the study recommends direct investment towards the establishment of more deaf schools to reduce distance of access, improve KSL communication among children, teachers, and parents, increase government budgetary capitation for deaf children’s education, and raise awareness of education policies, programs, right to education, and roles of parents in the education of their deaf children. Description: MASTER OF ARTS in Community Development URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4023 Files in this item: 1
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Sanganyi, Margaret Kwamboka (Daystar University, School of Applied Human Sciences, September , 2022)[more][less]
Abstract: In Kenya, there is an increase in the number of orphans and vulnerable children (OVC) who need care and protection due to changing demographics, economic conditions, family structures, and social pressures. Most of these children end up in the streets and institutions, while a few are taken in by foster families. This study explored the uptake of foster care services in Nairobi County to establish how public awareness, public perception of institutionalized children, and foster parents’ experience with foster care influence uptake of foster care services. The study was guided by attachment and ecosystem perspective theories and adopted an exploratory research design. The target population comprised 250 foster parents, while the study population was 37 foster parents (respondents) and four children officers. Thirty-seven interview schedules with foster parents were done. A purposive sample approach was used to select children officers and census sampling was used for foster parents. A questionnaire and an interview guide were used to collect data (quantitative and qualitative). Quantitative data was analyzed using descriptive statistics, while qualitative data was analyzed thematically. Although there was a low level of public awareness of foster care services, respondents were not in support of the institutionalization of OVC. Foster parents pointed out knowledge gaps in their understanding of foster care and a lack of information on the foster care program. The study concluded that lack of knowledge and understanding of the foster care system among the public has led to the low uptake of the service, there is a positive perception towards foster care for OVC, and foster parents are not clear on what is expected of them. The study recommends the need for public awareness of foster care services and their components as an alternative to the institutionalization of children, and continuous training for foster care parents. Description: Master of Arts in Community Development URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4022 Files in this item: 1
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Mutunge, Winfred Octavy (Daystar University, School of Business and Economics, October , 2022)[more][less]
Abstract: This study aimed at understanding effects of fraud management strategies on market penetration in the insurance industry specifically at Jubilee Insurance Company, Kenya. The specific objectives of the study were; to identify the various fraud management strategies used at Jubilee Insurance Company, assess the market penetration of Jubilee Insurance Company and to determine effects of fraud management strategies on market penetration of Jubilee Insurance Company. The study used descriptive research design. The population of the study was 354 respondents and the sample size of 106 employees. Purposive and simple Random sampling were employed. Questionnaire was used to gather data from Jubilee Insurance Company. The findings revealed that fraud Management strategies were adopted at Jubilee insurance Company. It was revealed that market share, sales volumes and distribution channel positively affect the level of market penetration. Findings also revealed that Insurance Regulatory Authority have moderating effect on the relationship between fraud management strategies and market penetration. Set policies, laws and procedures of the Kenyan government affect the extent to which the fraud strategies of the company have impact on the market. This therefore translates to the extent of market performance. The study recommends that Jubilee Insurance Company should incorporate and improve fraud management strategies of fraud governance, fraud prevention, fraud assessment and fraud detection in this recommended order. This would enable the company to avoid resource wastage as well as to improve its market performance. Description: Master of Business Administration in Strategic Management and Marketing URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4021 Files in this item: 1
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Asande, James Anyona (Daystar University, School of Communication, October , 2022)[more][less]
Abstract: The purpose of this study was to examine the effects of media framing on public perceptions of Chinese involvement in the SGR (Standard Gauge Railway) in Kenya between 2014 and 2020. With objectives being to establish the types of frames used by the Kenyan media to portray the SGR, to find out the perception of the public regarding the SGR and to assess how media frames, influence public perception of Kenya-China relations focusing on SGR construction. The findings ascertain the need for media-framing choices by Kenyan media to turn it into a sustainable media organization that acts as a watchdog of the citizens of Kenya on issues of public interest. The study findings will also benefit media practitioners. By reviewing the findings, media practitioners are better informed to make critical decisions about media framing. The theoretical framework for this study defines and introduces framing theory and media dependency theory as the two theories that explain the process through which the pursuit of media framing occurs. The study adopted a triangulation research design that used both questionnaire survey and quantitative content analysis. The study sampled 278 respondents using questionnaires as the main data collection tool. The study established that the media plays a major role in shaping the public perception. Media stories influenced and changed perceptions of Chinese involvement in the SGR by shaping public opinions. The findings also revealed that media frames influenced the perception of Kenya-China relations based on SGR constructions, and that there was a significant relationship between media frames and public perceptions. The study further established that exist moderate the relationship between dominant frames and public perceptions in Chinese involvement in the SGR. The framing theory offers vital insight into ways in which the media in Kenya portrays China to influence its target audience's consciousness. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/4020 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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Mwangi, Grace (Daystar University School of Business and Economics, May , 2019)[more][less]
Abstract: The purpose of this study was to examine the effect of emotional marketing on organizational performance with particular focus on Safaricom PLC in Kenya. The specific objectives were to determine the components of emotional marketing used by Safaricom PLC; measure the level of organizational performance at Safaricom PLC; and investigate the factors that show the link between emotional marketing and organizational performance at Safaricom PLC. The study was guided by three theories, namely four laws of emotions, social constructionists, and cognitive appraisal. The study adopted descriptive research design with the target population being 2109 staff of Safaricom PLC. A total of 212 respondents were sampled and selected through stratified sampling technique. Primary data was collected through a questionnaire, analyzed by use Statistical Package for Social Sciences (SPSS) version 23.0, and presented in form of distribution tables. The study findings revealed that Safaricom PLC had adopted four components of emotional thinking; consumer perception (80.9%), perceived quality (68.3%), brand awareness (76.5%), and consumer purchase decision (74.86%). Further, the study established that the majority (90.16%) of the respondents were in agreement that emotional marketing influences to a very great extent on the way the company is efficient in running its daily activities. It was concluded that emotional marketing had a significant effect on organizational performance of Safaricom PLC. The study recommended that the management of Safaricom PLC should do market research within given timelines so that they can be able to identify the most important emotional marketing channels which will enable them to target their customers effectively and efficiently. Description: Masters Of Business Administration In Strategic Management And Marketing URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3911 Files in this item: 1
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Mugambi, Evans Mwirigi (Daystar University, School of of Arts and Humanities, October , 2021)[more][less]
Abstract: The aim of this study was to examine the effects public motorcycle transport on security due to alleged unregulation. The objectives of this study were to examine the nature of crime associated with motorcycles use, establish reasons why motorcycles operators do not strive to have their motorcycles registered, and assess initiatives employed by the county government to curb motorcycles related crimes in view of proposing measures for the industries safe operations. This study focused on three wards of the north Imenti sub-county where sample elements were derived. The study was underpinned on securitization and constructivism theory which describes an issue as being a security threat if the population or audience deems it to be so. Where else, constructivism theory puts emphasizes on the world being what we make of it. Descriptive research design was the blue print that was used in the study to systematically describe facts of the population under study which are residents of North Imenti Sub County, consisting of a sample size of 110 derived from a population of 110,000 using random sampling technique. Lastly, data was collected through face to face interviews, focus group discussions and questionnaires which was then analysed and interpreted by use of Statistical Package for Social Sciences commonly referred to as (SPSS). The findings of the study indicate that 94% of the riders operating as commercial transporters had riding license which is good and commendable but way over half accounting for 56% were not genuine riding licenses. Another finding showed that lack of enforcement by the relevant authorities accounting for 54% was quite surprising. The study recommends that relevant body in charge of registration of motorcycles which is the NTSA, to ensure that a re-registration exercise is conducted. Further and extensive study on the implications motorcycle transport has on security but in a widened scope to capture others regions of the country. Description: Master of arts In diplomacy, development, and international security URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3909 Files in this item: 1
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Mutinda, Mary K. (Daystar University, School of Business and Economics, October , 2021)[more][less]
Abstract: The purpose of this study was to establish the effects of management involvement on implementation of microfinance institution’s projects, with a focus on Kenya Women Microfinance Bank (KWFT). The objectives of the study were to establish the management involvement in microfinance institutions projects; to determine the impact of implementation of projects in microfinance institutions, and to assess the effect of management involvement on implementation of projects in microfinance institutions. The researcher used a descriptive research design. The study focused on various KWFT branches in Nairobi County, with a sample size of 182. Questionnaires and interviews were used for data collection, and the data was analyzed using the Statistical Package for Social Sciences (SPSS), version 23. The relationship between management involvement and project implementation was analyzed using correlation analysis. The study established that proper leadership is exercised in KWFT (as per 38.2% of the respondents), projects in KWFT are implemented on time (as indicated by 56.6% of the respondents), leadership contributes to timely completion of projects (according to 29.4% of the respondents), and organizational culture and policies affect the relationship between management involvement and implementation of projects to a moderate extent (as per 40.4% of the respondents). Overall, the study found a significant and positive correlation between management involvement and successful implementation of projects. The study recommends the need to increase the level of management involvement in project implementation as this enhances the management’s execution of leadership, communication, and resource allocation. Description: Master of business administration In Strategic management and project management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3908 Files in this item: 1
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Wambugu, Elsie Ng’endo (Daystar University School of Human and Social Sciences, November , 2021)[more][less]
Abstract: This study assessed effects of oil spillage on the environment in Thange village, Makueni County. The objectives were to investigate the effects of oil spillage on land, water, flora and fauna, and explore the mitigation challenges in addressing environmental effects of oil spillage. Contingency planning and crisis preparedness theory informed the study. Descriptive design was used; an interview schedule was administered to 95 household heads, an in-depth interview guide administered to four key informants and three focus group discussions moderated with 8 participants each. Ethical procedures and research protocols were adhered to, maintaining standards of research practice. Descriptive statistical procedures analyzed the quantitative data using SPSS Version 26 statistical package and qualitative data analyzed using content and thematic analysis. Quantitative data was presented in tables, while qualitative data was presented in prose and verbatim. Acidity in soil was the most cited effect of the oil spill on land; lack of access to clean water the most cited effect on water; agricultural produce loss the most cited effect on flora and fauna; lack of communication and coordination among agencies managing the oil spill, the major challenge in mitigation efforts. The research recommends the formation of a task force comprised of government and private sector agencies to manage the oil spills effects. Scientific and latest best practices towards the cleanup of soil at Thange village; provision of alternative long-term community water sources; creation of short-term alternative livelihood sources to enable the communities to cope with the spill’s effects on their sustenance. Description: Master of arts In community development URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3906 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