Use of Digital Platforms in Communicating Sustainability and Social Impact Programmes: the Case of Safaricom Plc’s Ndoto Zetu Initiative

Abstract

The study sought to investigate the communication of sustainability and social impact programmes focusing on Safaricom PLC’s Ndoto Zetu initiative. The Specific objectives of the study were: to assess the use of digital communication platforms to engage members of community-based organisations about Safaricom PLC’s Ndoto Zetu initiative, to establish the awareness of members of community-based organisations about Safaricom PLC’s Ndoto Zetu initiative and to establish the perception of members of Community-based organisations on the communication of Safaricom PLC’s Ndoto Zetu initiative. The study was grounded on the social network theory and utilized a descriptive survey design using both quantitative and qualitative approaches. Data collection utilized interviews, questionnaires, and content analysis. The study population was drawn from members of Community-based organizations, and key informants from Ndoto Zetu implementation team. The sample size was determined using simple random, purposive, and census sampling procedures. The quantitative data was analysed using the Statistical Package for Social Sciences and then presented in the form of figures and tables. The qualitative data was systematically categorised into themes and subsequently presented in a narrative format. The findings of the study demonstrated that Safaricom website and Facebook were the mostly used digital platforms that Safaricom used to communicate about Ndoto Zetu initiative. Regarding opinion of stakeholders on Safaricom’s communication, findings showed that 76% of the study participants perceived Safaricom as an advocate for change in its communication of Ndoto Zetu initiative in digital platforms. Besides, 71.4% opined that Safaricom uses digital platforms to showcase Ndoto Zetu Programmes through visualization, storytelling, and testimonials. The findings led to the recommendation that Safaricom PLC should effectively employ a combination of digital platforms to provide a holistic communication package regarding its Ndoto Zetu initiative. There should also be integration and harmonisation of communication in the different digital platforms for disseminating information about the Ndoto Zetu initiative. Besides, Safaricom PLC should enhance awareness of the Ndoto Zetu initiative among the CBOs in Nairobi County by comprehensive dissemination of information across all key digital platforms. The study also suggests that it would be beneficial to undertake a comparative analysis of other counties utilising alternative methodologies, in addition to the approach adopted in this study, in order to assess the consistency and correctness of the findings