24 Records out of 22207 Records

Challenges and competitive strategies adopted by mobile phone companies in Kenya

Author: Gesimba, Edwin

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Telephone companies ; Mobiile phones ; Social media ;

Abstract:

The main objective of this study was to detenninethe competitive challenges and strategies adopted by mobile phone companies in Kenya. The mobile or cellular phone service industry is an industry that is heavily dependent on information and copimunication technology (lCT). This is an area that is very dynamic with new innovations every moment. To survive, in the industry, cellular mobile phone service providers have to keep up with the rapid pace of development. The wide use of cellular phones in social networking and the development of smart phones with superior computing and multimedia capabilities are some of the challenge that prompt them to continuously upgrade their network capacities and capability. Not left out is the new class of mobile users, the youth who have other uses of the mobile phone other than voice communication. The uses include online gaming, video and teleconferencing, audio and video upload and download, asset tracking, ring tones and screensavers, voice mail storage, corporate network. support and backbone provision, cloud computing etc, are some of the services other than the basic voice service that the mobile phone service providers have to keep up with. The initial population of study was the first three (3) cellular mobile telephone service providers registered in Kenya namely: Safaricom Kenya Limited, Airtel Networks Kenya Limited, Telkom Kenya Limited (Orange) but the process of data collection was caught up with the licensing of a fourth provider Essar Telecom Kenya Limited (Yu) hence the population increased to four from the initial three. The study data was collected using questionnaires containing both structured and unstructured questions. The respondents were middle and senior managers in the Human Resource, Technology, Finance and Marketing departments. A questionnaire guide was used where telephone and personal interviews were conducted. The study findings show that all the four cellular mobile telephone companies have a formal mission and vision statement. They all employ competitive strategies of cost leadership, differentiation and focus though these are applied to different degrees. Cost leadership strategy is the most used by all the firms. Differentiation strategy is also used while Focus is marginally used except for one finn. The study focused only on the cellular mobile telephone companies registered in Kenya leaving out substitute products like satellite phone service providers, wired telephone service providers and unlicensed mobile phone companies using roaming facilities. In conclusion, the findings show that the cellular mobile phone industry is very competitive and dynamic. To survive, a company has to be very innovative and up to date with technology so as to provide all the services reliably and at lowest cost.

The impact of social media on newspaper readership among internet users in Nairobi : a case study of Daily Nation Newspaper in Kenya

Author: Ratemo, James Onsoti

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Impact analysis/Social media/Newspapers/Readership/Nairobi, Kenya/Daily Nation (Nairobi, Kenya)/ ;

Abstract:

The study was set out to unveil the impact of social media on hewspaper readership, with the Daily Nation being the case study. It is now common knowledge that newspaper companies around the world have a presence on social media (twitter, facebook, YouTube, web and mobile applications). This study sought to determine whether this move has changed the way audiences interact with newspapers? This study aimed to determine how users interact with content from Daily Nation newspaper on the social media. The study was based on a Survey and Analysis of Daily Nation Online Traffic Data in the period between June 2011 and December 2011. The data under consideration was obtained from the Nation Media Online Managers specifically from Google Analytics. The survey also entailed administering questionnaires and face-to-face interviews to generate both quantitative and qualitative data targeting Internet users in Nairobi County. The research was anchored on two theories relevant in explaining the impact and spread of new media technologies. The theories include; Uses and Gratification, and the Competition-Based Displacement Theory. The study showed that social media outlets contribute traffic (readership) to the Daily Nation Online and Facebook is the greatest contributor of such traffic followed by Twitter. Although the research and conclusions focus primarily on Kenya's Daily Nation Newspaper, they are linked to discussions about impact of the rise of social media elsewhere. The rise of global social networks is accelerating the trend towards an always-on interconnected world, where social discovery and social distribution are playing an even bigger role. In this respect, the findings in this research offer a contribution to the ongoing discussions about the implications of these changes on news paper-readership, quality of news and future of journalism.

Impact of social media on Kenyan mass media audience retention : a case study of Nation Television (NTV)

Author: Kiragu, Esther Wanjiku

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media/Television programs/Viewers/Nation Television ;

Abstract:

This project was undertaken to assess the impact of social media on Kenyan mass media audience retention, a case study ofNTV. The study was guided by three key objectives. The first objective was to establish the audience of NTV captured and retained through social media. The second objective was to find out if social media is used by NTV to attract and retain its audiences. The third ohjective was to examine the impact of social media on audience retention. In doing so, the study reviewed the social media operations at NTV. The study adopted Social Network Theory and Uses and gratifications theory. Data was collected by use of face to face interviews with field notes been written down as well as tape recording the interviews. Already prepared interview schedules were used to conduct the interviews on NTVs audience and NTV s social media staff. Data collected was analysed using inferential method to reach at accurate deductions. The study found that NTV s social media targets males and females between 18 and 35 years who are media savvy and use social media in search of information, entertainment and socialization. NTV s social media offers the audience information, entertainment and an interaction platform. While doing so, NTV s social media has had its challenges key among them lack of a social media policy that stipulates how to run the social media accounts. NTV should thus hasten the implementation of a social media policy to enable them maximize the use of the platform for audience retention as well as curb any hitches encountered while doing so. The results of this study will provide great insight especially for current and aspiring media in Kenya that are considering infusing social media alongside Television broadcasting.

Social media sentiment analysis for local Kenyan products and services

Author: Ngero, Edwin Wanyama

Awarding University: University of Nairobi, Kenya

Level : MSc

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media ; Customer feedback ; Product reviews ;

Abstract:

It has become a common practice on the web for a consumer to learn how others like or dislike a product before buying, or for a manufacturer or service provider to keep track of customer opinions on its products so as to improve the user satisfaction. However, as the number of reviews available for any given product or service grows, it becomes harder and more difficult for people to understand and evaluate what the majority opinions about the product are. In this work, we attempt to resolve this problem for customer care service center in a Kenyan context by applying Sentiment analysis on people's opinions expressed on social media. Sentiment Analysis or opinion mining attempts to resolve this problem by first presenting the user with an aggregate view of the entire data set, summarized by a label or a score, and secondly by segmenting the opinions/sentiments into three classes (positive, negative and neutral) that can be further explored as desired. We began by developing a module for facilitating searching, extraction and storage of opinions from social media. This was followed by development and training of a polarity classifier using the Python Natural Language Toolkit (NLTK) where we used the Naive Bayes machine learning technique. The study went ahead to develop a web based application that integrates Facebook Graph API, Twitter API and the developed classifier to provide functionality for extracting, classifying and presenting classification results of data obtained from social media in a manner that can give a user with summarized as well as detailed view of customer opinion about a service or product. We are able to achieve a relatively good accuracy of 78.9% with a modest dataset.

Social media as a competitive strategy in customer care by mobile communication firms in Kenya

Author: Njagi, Victor Gitonga

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media ; Competitive advantage ; Strategic management ; Customer services ; Mobile phones ; Telephone companies ;

Abstract:

This study sought to examine how-the mobile telecommunication;;finns in Kenya have leveraged on use of social media in customer care as a strategic competitive advantage. Emphasis was put on how social media is being employed in customer care by mobile telecommunication firms in Kenya and how it is changing the face of customer care as we traditionally know it. The study looked at how the traditional structure contact center model is .being interrupted,by social media software like Facebook, Twitter and Y outube. Whereas it is still too early to measure the impact of social media on the traditional contact center customer care model, this study analyzed the degree to which social media had been adopted in customer care. A survey was done on three major telecommunication firms in Kenya to analyze how they use social media in customer care. Data collection was done by use of questionnaires and the respondents were selected using probability sampling procedure reducing any bias that might have affected the findings of the study. The study generated both qualitative (open-ended questions) and quantitative data. Quantitative data was coded and analyzed using descriptive statistics. Qualitative data was analyzed based on the content matter of the responses and only the relevant data was presented in prose. The study found that the cost of running traditional contact center, flexibility of use, need to be where the customers are, leverage on peer to peer communication and access to instant feedback are the main benefits of using social media in customer care as opposed to the traditional contact center model. These benefits are believed to give the mobile telecommunication firms a competitive advantage in customer care since they improve on the traditional contact center model. The research established that social media has been accepted as a formal customer care tool in the mobile telecommunication firms in Kenya with each firm using more than one social media tool .Also, organizations that use social media in customer care seem to have a competitive edge since social media is a two way communication that enables them to disseminate information quickly. It also enables the customers to engage each other on the social media platforms reducing direct contact with the customer care staff which in tum reduces costs since fewer customer care agents are required.

The role of social media in transforming governement communication : a case study of Ministry of Information And Communications

Author: Maina, Margaret Kawira

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media ; Government agencies ; Communication ; Ministry of Information and Communications ; Web sites ;

Abstract:

The purpose of this study was to investigate the role of social media in transforming government communication. The study was guided by uses and Gratification Theory wpich grounded in the admission that media messages are no longer considered to be directly or holistically received and engrossed by consumers. Instead of focusing on the supremacy of the message being sent, this theory eliminates the idea of the passive, receptive audience and instead empowers receivers of the media to deliberately select which messages they are exposed to. The study was also guided by the Weak Ties Theory by Manuel Castells which can be used to explain how the characteristics of social networks can be valuable for public communication, through the creation of weak ties, the obscurity provided by the Internet, and the egalitarian design of online communication. Weak ties are useful in availing information and opening up chances at a low cost. The advantage of the internet is that it allows the forging of weak ties with guests, in an egalitarian pattern of interaction where social characteristics are less influential in outlining, or even blocking communication. The sample population was purposively selected and constituted individuals from the Ministry of Information and Communications and users of ministry website. Data collection was done between August 15, 2012 and September 10, 2012. Questionnaires were used in data collection. The study measured the role of social media in transforming government communication. The findings of this study reveal that information technology has taken communication to another level despite the government lagging behind in its full adoption. The study further revealed that the government could immediately benefit by having presence on social media (social networking Websites), principally to build or enhance citizens trust towards government by enhancing communication between the government and its citizens. Through social media information can be disseminated on a timely manner hence enabling the people to get first hand information with the click of the button.

Factors influencing the effectiveness of social programs : the case of TICAH's sexual and reproductive health program

Author: Maina, Jedidah Muthoni

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Health education ; HIV infection ; Disease control ; Social media ; Behavior ; Trust for Indigenous Culture and Health ;

Abstract:

The purpose of this study was to explore the factors that influence the effectiveness of social programs especially sexual and reproductive health programs aimed at behavior change for purposes of HIV / AIDS prevention. This study was guided by the following objectives, which also formed the basis of the research questions; to determine the extent to which culture, social media and organizational capacity influenced the effectiveness of behavior change programs. The study also aimed to carry out a thorough analysis of the program components and how far they were appropriate to the achievement of the program purposes and objectives} assess the extent to which culture, social media and organizational capacity affected the effectiveness of social programs, identify key developments and trends in the HIV / AIDS response and suggest remedial measures required. The research design used was descriptive in nature and focused on the behavior change programs and their effectiveness with a particular reference to the Trust for Indigenous Culture and Health (TICAH) sexual and reproductive health behavior change program. Stratified random sampling was used to select a sample size of 126 respondents. The respondents were male and female between ages 18 years and 50 years. Information was collected using a questionnaire by the researcher and administered by two trained research assistants under the researcher's guidance. Data was analyzed using the Descriptive statistics in particular measures of central tendency and findings presented by the aid of tables. The study concluded that among the three factors namely; culture, social media and organization capacity; culture had the greatest impact on the effectiveness of the sexual and reproductive health programs, followed by organization capacity and then social media. Further, the determinants of the impact of the program on individual behavior change included; number of meeting attended under TICAH's HIV program, amount of information received under TICAH's HIV prevention change program, and number services received under TICAH's prevention behavior change program.

Influence of social media on the effectiveness of business operations of the youth operated small and medium enterprises in the municipal council of Nakuru

Author: Mwaniki, Monica Wairimu

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Nakuru, Kenya ; Small business ; Social media ; Young adults ; Children and youth ;

Abstract:

Social media has revolutionalized business the world over; albeit at different levels in different parts of the world. The contribution of Facebook, Twitter, Linked In and Google+ among other social media platforms, despite being new in the business world, cannot be gainsaid. If well harnessed, they can spur economic development and contribute significantly to the realization of Kenya's Vision 2030 objectives. The economic pillar of Vision 2030 envisages promotion of micro economic enterprises as a way of turning Kenya into a middle level income country thus, small and medium enterprises (SMEs) fall under this bracket. It is then imperative that the influence of this new technology on the effectiveness of business operation be understood. This study sought to establish the influence of the knowledge of use of social media, the attitude to the use of social media and the level of use of social media have on the effectiveness of business operation. The study adopted descriptive survey design where both descriptive and inferential statistics were used. The descriptive approach was meant to provide details on the what, the which and the what percentage of the study variables. Inferential statistics aimed at determining whether independent variables predicted the dependent variable (to test the null hypotheses on the relationship between the independent variables and dependent variable). The study was interested in youth operated SMEs in the municipal council of Nakuru. The accessible population consisted 132 youth SMEs within the Central Business District. It was stratified into three groups; the SMEs that rendered services , those that sold products and those that render both products and services. A sample of 97 SMEs was randomly selected after determining appropriate ratios for each stratum. The tool for collecting data was a questionnaire. To validate the tool, the researcher sought the help of an expert. The questionnaire was administered twice to a group selected for pilot testing of the instrument with a lapse of two weeks between the two administrations. This was done to determine the reliability of the instrument. Data was analyzed using geometric mean and regression analysis. The study revealed that the three independent variables; knowledge of the use of social media, attitude to the same and the level of use of social media to varying degrees, that is, 26.6%, 9.6% and 8.9% respectively influenced the dependent variable; effectiveness of business operations of the youth operated SMEs. From the findings of the study, it was evident that social media has played a very significant role in the performance of the youth operated SMEs. Having positively influenced business operations,' social media promised to offer many exciting, new opportunities for businesses to connect with their customers. Based on the findings of the study, it was recommended that businesses should rethink their future strategies and shift most of their marketing efforts towards engaging with customers.

Influence of social media on customer service in Safaricom Limited

Author: Mwangi, Susan Terry Nyawira

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media ; Customer services ; Safaricom ; Telephone companies ;

Abstract:

The aim of this study was to investigate and establish the influence of social media on customer service at Safaricom Limited, that is, the effects it has had on the company since it was launched as a tool for customer service and also the challenges of using social media as a customer service channel. The methodology used to collect data in this study was the case study design which entailed the Investigation of Safaricom social media contact center staff and management on the influence of social media to customer service and challenges experienced. Four members of staff were interviewed; these included one contact center manager and three online support members in the contact center. The results indicated that social media has enabled the company to work more efficiently and innovative and gain more customer satisfaction when it comes to customer service, there has been a great increase in customer satisfaction levels and also increased number of users of the social media channels. The report concludes that social media is one of the cheapest and reliable channel when it comes to customer service. According to the study it is recommended that Safaricom Limited strengthen their social media channels to its customers and look for control measures when dealing with its challenges.

Adoption of social media networks as an innovative new market entry strategy by Kentucky fried chicken in Kenya

Author: Muoria, Peninnah Gathoni

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Social media ; Market entry ; Fast food industry ; Kentucky Fried Chicken (Kenya) ;

Abstract:

Social networks and social media are part of a phenomenon that is changing the way organizations communicate with their customers and potential customers in a new market segment. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears : to come from a trusted. third-party source. as opposed to the brand or company itself. This study sought to establish the social media as an innovative new market entry strategy into Kenya: a case of Kentucky Fried Chicken. The researcher applied a case study design since only one organization IS involved. The study used of primary and secondary data. Primary data was collected through t~ICI: to Lice interview with the researcher interviewing four seruor managers of Kentucky Fried Chicken.fhe data obtained from the interview guide was analyzed using content analysis. The researcher analyzed the information provided by the respondents against known international business concepts. The data was presented in prose format.KFC managed its corporate social media tools internally, with a cross-functional team. KFC considered a number of entry strategies into the Kenyan market. First. the Restaurant considered forming a strategic alliance with a well established restaurant in Kenya. KFC used social media in entering in new markets to a very great extent hence its choice for the Kenyan market. Using social media was found to be affordable as opposed to traditional advertising methods such as television and radio commercials, banner advertisements, print placements and participating in promotional events were found to be costly for their businesses besides creating monotony in a highly competitive media.