Online campaign in Kenya: implementing the facebook campaign in the 2013 General Elections
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Date
2015-07Author
Ndavula, John O
Mberia, Hellen K
Mwangi, Michael K
Language
enMetadata
Show full item recordAbstract
The
study
investigated
the implementation of
the Facebook campaign
in general elections in Kenya.
The study utilized the mixed methods sequential explanatory design. Quantitative data was drawn,
followed by qualitative data obtained from information rich respondents.
Politicians who contested
at the presidential, gubernatorial, senatorial, women repres
entative and parliamentary levels in the
2013 general elections in Kenya comprised the study population.
A sample size of 338 respondents
was drawn
.
The quantitative data obtained from the administrat
ion of questionnaires
was analysed
using descriptive and
inferential statistics
.
Qualitative data obtained from interviews with key
informants was transcribed and divided into meaningful analytical units which were coded for
content analysis.
Findings show that most candidates were at the implementation stage o
f
the
Facebook
campaign
and consequently did not extensively implement the
use of the
technology.
Additionally,
c
andidates used conventional
media in their political campaigns, confirming that in as
much as
the use of
social media
was on the rise in Kenya,
the conventional
media still played a key
role in elections.
The study recommends training
politicians and their
campaign staff on the
strategic use of
social media for political marketing
Citation
Ndavula, John O., Mberia, Hellen K and Mwangi, Michael K (2015). Online campaign in Kenya: implementing the facebook campaign in the 2013 General Elections. International journal of education and research vol. 3(7); PP. 255-266Publisher
University of Nairobi