Online campaign in Kenya: implementing the facebook campaign in the 2013 General Elections

Abstract

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