Analysis of the Level of Exposure to Environmental Content in University Facebook Pages in Kenya

Dora Akinyi, Wilson Ugangu and Idah Gatwiri Muchunku
Additional contact information
Dora Akinyi: Postgraduate Student, Faculty of Media and Communication, Multimedia University of Kenya
Wilson Ugangu: Associate Dean, Faculty of Media and Communication, Multimedia University of Kenya
Idah Gatwiri Muchunku: Senior Lecturer, Faculty of Media and Communication, Multimedia University of Kenya

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 9, 1665-1675

Abstract: This research examined the frequency of environmental content and which type had the most likes, shares, and comments to ascertain the level of exposure to environmental content on university Facebook pages in Kenya. The study did content analyses for a period of three months (February – May 2023)of environmental content posted on the official Facebook pages of eight universities (four public and four private universities) that were sampled from 68 universities in the country using simple random sampling. The main objective of teh study was to examine the level of exposure to environmental content on university Facebook pages. The research used desktop research methodology to gather freely accessible data. The research focused on two specific objectives: to investigate the frequency at which environmental content was posted on the university Facebook pages in Kenya and to ascertain the level of engagement with the environmental content posted on the university Facebook pages in Kenya. The research used a quantitative content analysis design to determine the frequency and types of environmental content universities disseminate on their official Facebook pages.. A thorough content analyses code was devised to classify environmental content by types such as climate change, sustainability programs, conservation efforts, and environmental awareness campaigns. The research examined how often environmental content was posted on the official university Facebook pages in Kenya compared to other themes. Additionally, it assessed engagement metrics for environmental posts including likes, comments, and shares, which revealed the degree of user engagement and possible influence of such content. The research provided insights into how prevalent and widely known environmental issues became through postings on university social media pages.

Date: 2023
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-9/1665-1675.pdf (application/pdf)
https://www.rsisinternational.org/journals/ijriss/ ... book-pages-in-kenya/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:7:y:2023:i:9:p:1665-1675

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().