Browsing by Author "Marete, Onesmus Thuranira"

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    Sociodemographic Factors and Adoption of Social Media as a Management Tool by Managers and Administrators in Selected Non-Governmental Organizations in Kigali, Rwanda
    (Advanced Journal of Social Science, 2021-04-03) Marete, Onesmus Thuranira; Kituyi, Alice; Kirabo, Joyce
    Social mediausehas gained prominence in the publicas well as in thework environment as a way of quickly and widely sharing information and its crucial role in management has been elevated even more by the covid-19 pandemic which has severely limited human physical interaction. This study was carried outto explore the sociodemographic factors and adoption of social media as a management tool among managers and administrators in selected Non-Governmental Organizations in Kigali Rwanda. The study focused on the popular social media applications that can beof use in management namely,Facebook, Twitter, WhatsApp, video-conferencing applications, and YouTube. The study employed a descriptive cross-sectional designwith anonline survey questionnaire administered to a sample size of 217 respondentspurposively sampled from six selected NGOs in Kigali Rwanda. Findings indicatedthat the overall social media adoption was quite high with WhatsApp beingthe most popular app. Several respondents’ characteristics such as age,education andjob level showed statistically significant association with adoption of particular social media applications.Findings,however, revealedno structured approach to social media use in most of the surveyed NGOs. The study concludedthat the overall adoption rate of social media was quite high but witha huge disparity in usage rates of specific social media applications and that certain sociodemographic factors such as education level and training appearedas strong predictors of social media adoption. This study recommendedtherefore, that NGOsshould determine the applicationsthat support their business model and provide comprehensive policies and support to encourage the employees to adopt the chosen social media applications in their managerial functions. The policy makers should also promote the modifiable sociodemographic factors that influence social media adoption such as education level and training.