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