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Influence of Tiktok Use on Crisis Communication Strategies in Secondary Schools: A Case of Embu County, Kenya
No full textMaster of Arts in CommunicationThis study examined the influence of TikTok on crisis communication strategies in secondary schools within Embu County, Kenya. The rapid evolution of social media has presented both challenges and opportunities for crisis communication, with TikTok emerging as a dominant platform among youth. However, its formal adoption and effectiveness in institutional crisis management remain underexplored. Guided by the Situational Crisis Communication Theory (SCCT), the Technology Acceptance Model (TAM), and the Discourse of Renewal Theory (DRT), the study sought to analyze TikTok usage patterns, evaluate its influence on the timeliness and clarity of crisis messages, and examine the factors influencing its adoption.
A descriptive survey design was employed, utilizing a mixed-methods approach where qualitative data supported the primary quantitative findings. Data were collected through questionnaires administered to 281 students and 28 teachers, supplemented by interviews with 38 principals, achieving an 81.6% response rate.
The findings revealed a significant disconnect: while 83.9% of students used TikTok, only 32.1% of schools employed it for crisis communication, preferring traditional platforms like WhatsApp. Students perceived TikTok as a clear and effective medium for crisis information, particularly for security alerts and weather warnings. In contrast, educators and administrators were skeptical, citing slower timeliness compared to other tools. Key adoption barriers included limited access to technology and smartphones (36.3%), resistance from parents and staff (27.6%), concerns over inappropriate content (25.9%), and a lack of supportive school policies.
The study concludes that TikTok remains a popular yet underutilized crisis communication tool in secondary schools. A pronounced generational gap in perception and significant structural barriers hinder its strategic integration. The study recommends that school administrators develop clear social media policies, establish official TikTok accounts, and provide digital literacy training to harness the platform's potential for timely and engaging crisis communication. This research contributes to the discourse on digital media in educational leadership and offers practical insights for enhancing crisis preparedness in the social media age.Daystar Universit
Effectiveness of Cognitive Restructuring in Promoting Mental Health among Public Service Vehicle Drivers in Nairobi County, Kenya: A Case Study of Embassava Sacco
No full textDoctor of Philosophy in Clinical PsychologyPublic service vehicle (PSV) drivers in urban areas, particularly in Nairobi, Kenya, experience significant mental health disorders due to high levels of occupational stress. This study examined the effectiveness of cognitive restructuring techniques in promoting mental health among Embassava Sacco PSV drivers in Nairobi County. The specific objectives of the study were to establish the prevalence of depression, anxiety, and stress among PSV drivers, to determine the levels of resilience among PSV drivers, to assess the relationship between socio-demographic factors and mental health disorders and to establish the effectiveness of cognitive restructuring techniques in promoting mental health among Embassava Sacco public service vehicle drivers. This study is grounded in three core theories: the Cognitive Model, the Stress-Diathesis Model, and Resilience Theory, which provide a comprehensive framework for understanding the intervention, key variables, and outcomes related to cognitive restructuring techniques and mental health among public service vehicle (PSV) drivers. A mixed-methods and quasi-experimental design was employed. The research tools included the Depression, Anxiety, and Stress Scale (DASS-21) and Connor-Davidson Resilience Scale (CD-RISC). The study population was 3,869 licensed 14-seater public service drivers in Nairobi County. The target population was 265 drivers from Embasava SACCO. The sample size of 78 drivers was calculated using the Casagrande Sample size formula. Data analysis was carried out using SPSS version 29.0 for quantitative data, while NVivo version 14 was used for thematic analysis of qualitative data. The findings revealed that the prevalence of depression, anxiety, and stress among PSV drivers was high, with 86.8% reporting symptoms of depression, 90.2% experiencing anxiety, and 69.4% reporting stress. The intervention group showed significant improvements in mental health, with depression scores decreasing from a baseline mean of 25.41 to 8.71, anxiety decreasing from 21.18 to 9.29, and stress dropping from 24.29 to 11.82. In comparison, the control group showed no improvement and continued to experience worsening mental health outcomes. Qualitative data highlighted that cognitive restructuring helped participants better understand the relationship between their thoughts and emotions, leading to greater emotional regulation, and better stress management. The study recommends that policy interventions should be developed to address the systemic stressors faced by PSV drivers to promote sustained improvements in their mental health and overall well-being.Daystar Universit
Social Media Influencers in Stakeholder Engagement among Kenyan University Students: A Case Study of Presbyterian University of East Africa
No full textMaster of Arts in CommunicationThis study examined the role of social media influencers (SMIs) in corporate stakeholder engagement among Kenyan university students, a demographic that dominates digital spaces and frequently interacts with influencer-driven content. Guided by Personal Influence Theory and Para-Social Interaction Theory, the study explored three objectives: to identify influencer traits that appeal to young, educated Kenyans, to assess whether these traits correspond with corporate selection criteria, and to document brands whose visibility and reputation have improved through influencer partnerships. A qualitative exploratory design was employed, with purposive sampling to select 10 students from the Presbyterian University of East Africa (PUEA). Data was collected through semi-structured interviews and was analyzed thematically. The Findings revealed that students value authenticity, relatability, humor, and creativity as core traits of appealing influencers. These attributes foster trust and emotional bonds, aligning with the para-social dynamics students form with influencers. In contrast, corporates often prioritize reach, follower count, and professional image, leading to a misalignment that risks weakening engagement effectiveness. The study also identified brands whose visibility and reputation improved among students due to influencer partnerships, including Nivea, Garnier, Softcare, Downy, Ilara Milk, Infinix, and NRG Radio. Influencers enhanced brand discovery, reshaped perceptions, and amplified campus-level conversations, strengthening visibility and reputation. The study concludes that influencer marketing is most effective when corporates align strategies with youth values of authenticity and trust. It recommends stronger collaborations with micro- and nano-influencers, fostering transparency, and leveraging peer influence to build sustainable corporate–student engagement.Daystar Universit
Effective Supply Chain Management and Performance of Commercial State Corporations in Kenya
No full textMASTER OF EDUCATION in Leadership and Policy StudiesSupply Chain Management (SCM) is central to the effectiveness and accountability of commercial state corporations in Kenya, which play a critical role in national development. Despite their importance, these corporations face persistent challenges, including procurement malpractices, bureaucratic inefficiencies, and a slow adoption of digital systems, all of which undermine their performance. This study examined the effect of SCM practices, specifically Supplier Relationship Management, Technology and Digital Integration, Inventory Management, and Logistics and Distribution, on the performance of selected commercial state corporations in Kenya. A mixed-methods, sequential explanatory design was employed, combining a survey of 135 employees from nine corporations with in-depth interviews from 12 key informants. Quantitative data were analyzed using descriptive statistics, correlation, and multiple regression, while qualitative insights were thematically analyzed to complement and contextualize the findings. The findings revealed that SRM had a strong positive correlation with performance but was not a significant predictor in the regression model, indicating that supplier partnerships alone cannot guarantee efficiency without supporting systems. Technology integration emerged as the most critical driver of performance, with digital tools such as ERP, IFMIS, and e-procurement significantly enhancing efficiency, transparency, and accountability. Inventory management was also found to have a significant effect, with practices such as accurate forecasting, automation, and JIT reducing wastage and costs. Logistics and distribution positively influenced performance through improved service delivery and cost reduction, though their effectiveness was moderated by external factors such as infrastructure and fuel costs. Collectively, SCM practices explained 94% of the variance in organizational performance (R² = 0.940), highlighting their centrality in enhancing efficiency, compliance, and service delivery in state corporations. The study concludes that while all four SCM practices are important, technology integration and inventory management are the strongest predictors of performance, while SRM and logistics function as complementary enablers. It recommends that state corporations prioritize digital transformation, strengthen inventory systems, and address external logistical challenges through infrastructure investments and partnerships.Daystar Universit
Digital Transformation Strategies and Performance of Government Regulatory Authorities in Kenya: Case of Information Communication and Technology Authority
No full textMaster of Business Administration in Strategic ManagementRegulatory authorities in Kenya have been experiencing performance challenges in the recent past. As such, this study sought to evaluate the effect of digital transformation strategies on performance of government regulatory authorities in Kenya. The specific objectives of the study were: to establish the effect of ICT infrastructure on the performance of ICT Authority; to assess the effect of process automation on the performance of ICT Authority; to examine the effect of digital skills development on the performance of ICT Authority, and to establish the moderating effect of institutional factors on the relationship between digital transformation strategies and the performance of ICT Authority. This study was underpinned by the following theories; Resource-Based View (RBV) as the anchor theory, Technology-Organization- Environment (TOE) framework, Systems Theory, and Institutional Theory. The study adopted a positivist research philosophy and a cross-sectional research design and explanatory research design. The target population was 141 employees at the ICT authority in Kenya, where a census was done. Primary data was collected using a structured questionnaire. Pretesting was done on 15 employees of the Capital Markets Authority. Data was analysed descriptively and inferentially. The analysis will be done with the aid of SPSS version 29.0. Data were collected using structured questionnaires, achieving a valid response rate of 84% (N=118). Descriptive analysis indicated that respondents strongly agreed on the importance of ICT infrastructure (overall mean=4.22, SD=1.02), process automation (overall mean=4.26, SD=1.01), digital skills development (overall mean=4.25, SD=1.02), and institutional factors (overall mean=4.27, SD=1.01) in shaping organizational outcomes. Correlation analysis revealed significant positive associations among all study constructs (r=0.589-0.683, p<0.05), underscoring their interdependence. Regression analysis demonstrated that ICT infrastructure (R²=0.378, β=0.615, p<0.05), process automation (R²=0.466, β=0.683, p<0.05), and digital skills development (R²=0.386, β=0.621, p<0.05) had statistically significant effects on performance, thereby rejecting the null hypotheses (H01-H03). Furthermore, institutional factors significantly moderated the relationship between digital transformation strategies and performance (R²=0.512, interaction β=0.201, p=0.024), rejecting H04. The study concludes that ICT infrastructure, automation, and digital competencies are critical drivers of organizational performance in regulatory authorities, while leadership and culture serve as pivotal enablers that strengthen these relationships. The findings provide both theoretical contributions to digital transformation discourse and practical implications for policy and managerial decision-making. It is recommended that regulatory authorities invest in resilient ICT infrastructure, expand process automation, and institutionalize continuous digital skills development within a supportive leadership and cultural framework. Future research could extend this study by examining cross-sectoral government agencies or adopting longitudinal designs to capture dynamic changes in digital transformation.Daystar Universit
Family Dysfunction and Juvenile Delinquency: A Study of Children at Manga Remand Center, Nyamira County, Kenya
No full textMasters in Clinical PsychologyThis study examined the relationship between family dysfunction and juvenile delinquency, with a focus on children at Manga Remand Center in Nyamira County. Family dysfunction has been identified as a significant factor influencing juvenile delinquency, as children from unstable family environments often develop maladaptive coping behaviors that increase the likelihood of engaging in delinquent acts. However, limited research in Kenya, particularly within juvenile institutions, has explored how specific dimensions of family dysfunction contribute to delinquent behavior among children, leaving a critical gap in understanding patterns of family dysfunction and juvenile delinquency. The research was guided by four objectives: to establish the extent of family dysfunction among children at the center, to assess the prevalence and forms of juvenile delinquency, to examine the influence of family dysfunction on delinquent behavior, and to explore strategies for reducing delinquency through family and community interventions. The study adopted a mixed-methods approach, employing both quantitative and qualitative techniques. Data were collected from remand center records, structured questionnaires administered to juveniles, and interviews with social workers. A sample of 48 respondents was drawn using census, and the data were analyzed using descriptive statistics, thematic analysis, and inferential tests to establish relationships between variables. The findings revealed high levels of family dysfunction characterized by parental neglect, domestic violence, substance abuse, and breakdown of family communication. Common forms of delinquency identified among the juveniles included theft, truancy, drug use, and violent behavior. The results demonstrated a strong link between dysfunctional family environments and delinquent tendencies, with children from unstable families being more likely to engage in deviant acts. Moreover, the study highlighted the role of peer influence and socio-economic hardship as compounding factors. The study concludes that addressing juvenile delinquency requires a holistic approach that integrates family counseling, parental empowerment, psychosocial support, and community-based rehabilitation. It recommends strengthening child protection frameworks, enhancing family-based interventions, and promoting education and skills training to reduce reoffending. The findings contribute to the broader discourse on child welfare and juvenile justice in Kenya and provide practical insights for policymakers, practitioners, and scholars interested in preventing delinquency through family and community support systems.Daystar Universit
Examining The Effectiveness of Competency Based Curriculum in Developing Digital Literacy Skills amongst Diverse Learners in Nairobi, Kenya
No full textMASTER OF ARTS in CommunicationThis study investigated the effectiveness of the Competency-Based Curriculum (CBC) in developing digital literacy skills among diverse learners in Nairobi, Kenya. Recognizing digital literacy as a foundational competency for academic and professional success in the 21st century, the research examined how CBC integrated digital tools, learner-centered pedagogies, and assessment strategies to foster communication, collaboration, creativity, and critical thinking. Anchored in Stakeholder Theory and the Technology Acceptance Model (TAM), the study employed a qualitative exploratory research design and drew insights from interviews with teachers and learners in selected public and private schools within Lang’ata Constituency. Findings indicated that CBC provided a structured framework for embedding digital literacy across subjects, enhancing learner engagement through experiential and project-based learning approaches. Learners demonstrated growing confidence in using digital tools for research, problem-solving, and communication, while teachers emphasized the curriculum’s potential to prepare students for digitally driven professional environments. Positive perceptions were reported regarding innovations such as digital storytelling, online collaboration, and multimedia content creation. Despite these opportunities, significant barriers emerged. Unequal access to digital infrastructure, inadequate internet connectivity, limited teacher preparedness, and socio-economic disparities were identified as persistent challenges. Teachers expressed the need for continuous professional development and institutional support to align with CBC’s digital competency goals. Additionally, gaps in policy implementation and resource allocation hindered equitable access for learners across different backgrounds. The study concluded that while CBC showed strong potential to equip learners with relevant digital literacy competencies, its success depended on addressing infrastructural and pedagogical challenges, strengthening teacher capacity, and ensuring inclusive access to digital resources. The findings offered valuable insights for policymakers, educators, and curriculum developers seeking to enhance CBC implementation, bridge the digital divide, and prepare Kenyan learners for participation in an increasingly digital and competitive global economy.Daystar Universit
Assessing The Relationship Between Skills Acquired Through Vocational Training on Youth Economic Outcomes in Kiambu County, Kenya
No full textYouth unemployment will continue to pose a significant challenge in Kenya, particularly in Kiambu County, where the demand for jobs is expected to exceed the available opportunities. Vocational training will be proposed as a key strategy to address this issue. The main objective of the study will be to assess whether vocational training improves the economic outcomes of youth in the county. Specifically, the study will examine the types of vocational training programs available to youth, assess the employability skills that will be acquired by the youth through vocational training institutions, evaluate the relationship between vocational training and economic outcomes status, and explore the challenges influencing training effectiveness.The study will be guided by the Human Capital Theory, Social Cognitive Theory, and the Capability Approach. It will be conducted in Kiambu County, located in the central region of Kenya. The target population will comprise youth aged 18–24 years who will have graduated from Technical and Vocational Education and Training (TVET) institutions within the last five years. A descriptive survey design will be adopted. The sample size will include 110 participants, who will be selected through stratified random sampling to ensure representation from various sectors.Data collection methods will include questionnaires administered to youth who will have completed vocational training programs at least five years prior to the research, as well as key informant interviews (KIIs) to gain deeper insights into the relevance of training to job market demands. The findings from this study will help inform policy by highlighting areas of improvement within vocational training institutions in the county. Additionally, the study will help identify the needs of the local labor market, determine whether they are being met, and highlight the challenges that may hinder the effectiveness of vocational training in promoting youth economic outcomes.Daystar Universit
Doctor-Patient Communication as a Determinant of Patients’ Knowledge, Attitudes and Beliefs Towards Cancer Treatment in Nairobi.
No full textMaster of Arts in CommunicationThis study investigated the impact of doctor-patient communication on cancer patients' knowledge, attitudes, and beliefs regarding treatment in Nairobi. The purpose was to examine how interactions between doctors and patients influence patient perceptions and treatment outcomes in Kenya’s capital city. With cancer ranking as Kenya's third leading cause of death, poor communication can hinder understanding of treatment, emotional well-being, and adherence to care. The research employed the Theory of Planned Behaviour to investigate how interactions between doctors and patients influence perceptions. The study collected quantitative data through structured questionnaires from 107 cancer patients at the Warriors of Hope Foundation, a cancer support group based in Nairobi, and followed this with 10 qualitative interviews with doctors. The analysis involved descriptive statistics, Pearson correlation, and regression analysis, while qualitative insights provided a deeper understanding of communication patterns.
Results revealed a strong positive correlation between the quality of doctor-patient communication and patients' knowledge of cancer (r = 0.674, p < 0.001). Patients who experienced high-quality communication demonstrated better understanding of their diagnoses, treatment options, and potential side effects. Clear explanations, empathetic communication, and responsiveness to questions enhanced their capacity to make informed choices. Effective communication also positively influenced patient attitudes, with patients who felt respected and emotionally supported exhibiting greater hope and cooperation, as well as reduced denial and anxiety. Communication plays a vital role in shaping patient beliefs, helping to decrease cancer-related stigma and cultural misconceptions.
The study concluded that doctor-patient communication has a significant impact on patients' knowledge, attitudes, and beliefs during cancer treatment. Recommendations include prioritizing communication training for oncology professionals, with emphasis on clarity, empathy, and cultural sensitivityDaystar Universit
Product Development Strategies and Financial Performance of Health Insurance Firms in Kenya: Case of Jubilee Health Insurance Limited
No full textMaster of Business Administration in Strategic Management and FinanceThe health insurance sector in Kenya has undergone significant transformation driven by evolving consumer needs, regulatory reforms, and technological innovation. Within this competitive environment, product development strategies have become a vital determinant of financial sustainability for health insurers. However, many health insurance firms, including Jubilee Health Insurance Limited, continue to face challenges related to profitability, compliance, and product differentiation. This study sought to evaluate the effect of product development strategies on the financial performance of health insurance firms in Kenya, focusing on Jubilee Health Insurance Limited as a case study. The specific objectives were to assess the effect of product innovation, product improvement, and product customization on financial performance, and to examine the moderating role of Insurance Regulatory Authority (IRA) regulations on these relationships. Anchored on Dynamic Capabilities Theory, Resource-Based View, Profit Maximization Theory, and Institutional Theory, the study employed a descriptive and correlational design. A census was conducted among 75 managers, supervisors, and assistants at Jubilee Health’s Nairobi headquarters. Data were collected using a semi-structured questionnaire and analyzed using descriptive statistics, correlation, and multiple regression. The results showed that all three product development strategies had significant positive effects on financial performance: product innovation (β = 0.592, p < 0.05), product improvement (β = 0.377, p < 0.05), and product customization (β = 0.562, p < 0.05). IRA regulations also exhibited a significant independent effect (β = 0.317, p < 0.05, R² = 0.100), though the moderating effect was statistically insignificant. The findings suggest that investment in innovative, customized, and continuously improved health insurance products enhances profitability, loss ratio management, and market share growth. The study concludes that strategic alignment between innovation and regulatory compliance is key to financial sustainability in Kenya’s health insurance sector. It recommends that policymakers and insurers integrate digital transformation and customer-centric innovation within compliance frameworks to promote universal health access (SDG 3), sustainable growth (SDG 8), and innovation (SDG 9). Policymakers and industry leaders are encouraged to integrate product development strategies with robust compliance frameworks to achieve both business sustainability and broader development goals.Daystar Universit