IDEAS home Printed from https://ideas.repec.org/a/bdu/oejbsm/v3y2018i6p27-51id691.html

Impact Of Social Media Usage On Organizational Performance Of Saccos In Kenya (A Case Study Of Kuscco Sacco Affliates)

Author

Listed:
  • Alice Wakuthii Koori

  • Mr. Simon Muriithi

  • Mr. James Mbebe

Abstract

Purpose: The purpose of this study was to establish the impact of social media usage on organizational performance. Methodology: This study was based on descriptive research design. Technical staff particularly CEOs and IT officers were issued using semi-with structured questionnaires as a main tool with closed and open-ended questions. The target population was 100 Saccos affiliated with Kuscco within Nairobi region and a sample of 132 respondents was selected using simple random sampling technique in which a researcher selects participants /particular group or category from the population to constitute the sample. The researcher used descriptive statistics whereby tabular, graphical and numeral representations will be used. Results: The results of the study indicated that social media communication usage, knowledge sharing, information search and social media advertisement are positively and significantly related with organizational performance of Saccos. Social media communication usage, knowledge sharing, information search and social media advertisement were found to be satisfactory variables in explaining organizational performance of Saccos. This is supported by coefficient of determination also known as the R square of 62.5%. Further, the results imply that the independent variables are good predictors of organizational performance of Saccos. This was supported by an F statistic of 40.418 and the reported p value (0.000) which was less than the conventional 0.05 significance level. Unique contribution to theory, practice and policy: The study provides an in depth analysis of social media usage and its impact among organizations. The findings showed that organizations mainly use Facebook and Twitter for their business, followed by blogs and YouTube. The organizations use social media for various purposes, such as to search for information about their market, customers and competitors. The results of this study can be used as a guide for those organizations that are currently using social media at a minimal level, as these organizations can use it for a wider range of purposes, as suggested by the research findings, and also by those organizations that plan to use social media in the future.

Suggested Citation

  • Alice Wakuthii Koori & Mr. Simon Muriithi & Mr. James Mbebe, 2018. "Impact Of Social Media Usage On Organizational Performance Of Saccos In Kenya (A Case Study Of Kuscco Sacco Affliates)," European Journal of Business and Strategic Management, International Peer Review Journals and Books, vol. 3(6), pages 27-51.
    • Handle: RePEc:bdu:oejbsm:v:3:y:2018:i:6:p:27-51:id:691
    as

    Download full text from publisher

    File URL: https://iprjb.org/journals/EJBSM/article/view/691
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    2. Anas Y. Alhadid & Batool Ahmmad Qaddomi, 2016. "The Role of Public Relations on Company Image: Social Media as a Moderating Variable: A Case Study at the Applied Science Private University at Jordan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(4), pages 310-317, April.
    3. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fang, Mingyue & Nie, Huihua & Shen, Xinyi, 2023. "Can enterprise digitization improve ESG performance?," Economic Modelling, Elsevier, vol. 118(C).
    2. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    3. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    4. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    5. Chrysanthos Dellarocas & Charles A. Wood, 2008. "The Sound of Silence in Online Feedback: Estimating Trading Risks in the Presence of Reporting Bias," Management Science, INFORMS, vol. 54(3), pages 460-476, March.
    6. Ravi Bapna & Chrysanthos Dellarocas & Sarah Rice, 2010. "Vertically Differentiated Simultaneous Vickrey Auctions: Theory and Experimental Evidence," Management Science, INFORMS, vol. 56(7), pages 1074-1092, July.
    7. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    8. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    9. Nan Yang & Renyu Zhang, 2022. "Dynamic pricing and inventory management in the presence of online reviews," Production and Operations Management, Production and Operations Management Society, vol. 31(8), pages 3180-3197, August.
    10. Kenju Kamei & Louis Putterman, 2018. "Reputation Transmission Without Benefit To The Reporter: A Behavioral Underpinning Of Markets In Experimental Focus," Economic Inquiry, Western Economic Association International, vol. 56(1), pages 158-172, January.
    11. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    12. Jana Kim Gutt & Karin Knorr, 2025. "Factors Influencing Organizations’ Responses on Employer Review Platforms," Working Papers Dissertations 133, Paderborn University, Faculty of Business Administration and Economics.
    13. Nuria Huete-Alcocer & Miguel Ángel Valero-Tévar, 2021. "Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    14. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    15. Andrew W. Bausch, 2014. "Evolving intergroup cooperation," Computational and Mathematical Organization Theory, Springer, vol. 20(4), pages 369-393, December.
    16. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    17. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    18. Alexia Gaudeul & Katharina Gangl & Oliver Kirchkamp & Louisa Kulke, 2024. "The impact of ethical feedback on moral emotions and managerial behavior: a labor market experiment," Jena Economics Research Papers 2024-002, Friedrich-Schiller-University Jena.
    19. Jeonghye Choi & David R. Bell & Leonard M. Lodish, 2012. "Traditional and IS-Enabled Customer Acquisition on the Internet," Management Science, INFORMS, vol. 58(4), pages 754-769, April.
    20. Rockenbach, Bettina & Sadrieh, Abdolkarim, 2012. "Sharing information," Journal of Economic Behavior & Organization, Elsevier, vol. 81(2), pages 689-698.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bdu:oejbsm:v:3:y:2018:i:6:p:27-51:id:691. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chief Editor (email available below). General contact details of provider: https://iprjb.org/journals/EJBSM/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.