The Influence of Social Media on Corporate Communication :a Case of Kenya Commercial Bank
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Date
2022Author
Lukhanyu, Milcah, K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Social media has immensely influenced corporate communications altering how companies and
stakeholders communicate. Contrary to the traditional mode of one way communication, social
media has compelled corporate communications to initiate a dialogue whereby stakeholders
actively contribute to the message. Regardless of the popularity of social media studies,
apparently there still exists a knowledge gap regarding how organisations can use these channels
to enhance corporate communication objectives .This study therefore,seeks to bridge this
information gap and provide mechanisms that will aid adoption of social network applications in
enhancing communications between companies and their stakeholders. The study adopted a
descriptive survey design, with systematic sampling technique, selecting sample units ,using
systematic stratified sampling. The study was conducted through use of questionnaires and key
informants interviews from corporate affairs and marketing, social media and customer care
departments within Nairobi.Responses from participants were assessed by quantitative methods
while responses from in-depth interviews with key informants were evaluated by qualitative
methods. The Statistical Package for Social Sciences (SPSS) was used to aid in the statistical
analysis of the data. The study established that social media creates a positive image for an
organisation for example through CSR, reputation management and marketing. In terms of
customer service the study found that social networks fortify corporate communication by
enabling faster response to queries and real-time communication with stakeholders.The study
concludes that KCB has adopted social media tools to aid in achievement of corporate
communication objectives. The recommendation of the study includes putting in place a social
media strategy that drives exposure and traffic to the brand , reduces marketing expenses, and
expands the customer base .
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- Faculty of Arts [746]
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