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Effect of Facebook on Perceived Marital Success among Users in Nairobi County
No full textMASTER OF ARTS in CommunicationThis study investigated the effect of Facebook usage on perceived marital success among users in Nairobi County, Kenya. The growing reliance on social networking sites for communication has transformed how couples interact, creating both opportunities for connection and challenges to relational stability. Guided by the Social Penetration Theory and the Uses and Gratifications Theory, the research examined how self-disclosure, surveillance, jealousy, and online engagement influence marital satisfaction, commitment, and trust among couples. The study adopted a descriptive research design and targeted 399 married men and women residing in Lang’ata Sub-County, Nairobi. A sample of 120 participants was selected using purposive and simple random sampling methods. Data were collected through structured questionnaires and in-depth interviews to capture both quantitative and qualitative insights. Quantitative data were analyzed using descriptive statistics means, standard deviations, and percentages, while qualitative data were examined thematically to identify recurring patterns and narratives related to Facebook use and relationship dynamics. The findings revealed that Facebook use had a significant yet dual effect on perceived marital success. On one hand, excessive engagement led to increased jealousy, mistrust, relational ambiguity, and surveillance behaviours that strained marriages. On the other hand, moderate and purposeful use of Facebook enhanced communication and emotional connection, particularly among couples in long-distance relationships. The study further established that demographic factors such as age and education level moderated the relationship between Facebook use and marital satisfaction, where younger and less-educated couples reported higher levels of conflict and lower satisfaction compared to older and more educated counterparts. The research concludes that while Facebook serves as a valuable platform for maintaining intimacy and social connection, unregulated use can undermine marital stability through the erosion of trust and emotional security. It recommends that couples adopt healthy online communication habits, establish mutual boundaries regarding social media interactions, and seek relationship counselling when digital behaviours create tension. Additionally, the study encourages counsellors and communication scholars to integrate discussions on social media use into marital education programs. Future research should explore other platforms such as Instagram and X to compare patterns of social media influence on marital success across different digital environments.Daystar Universit
Relationship between Real Estate Appraisal Methodologies and Business Valuation Approaches: A Case Study of Deloitte Kenya
No full textMaster of Business Administration in FinanceMore often than not, business valuers face the challenge of valuing businesses with substantial real estate investments. With the bringing onboard of real estate appraisers, the cost of valuation tends to skyrocket and disadvantaging the clients. The current study study attempted to bridge the literature gap by trying to establish if there is any relationship between real estate appraisal methodologies and business valuation approaches. The research objectives included; to determine the effect of residual methodology on business valuation adopted by Deloitte Kenya, to find out the influence of profit methodology on business valuation approaches adopted by Deloitte Kenya and to establish the effect of cost methodology on business valuation approaches adopted by Deloitte Kenya. Valuer’s competence acted as the intervening variable in assessing fair or market values by business valuers at Deloitte Kenya. Theories that underpinned this study were real options, economic rent and Austrian theory of value. Descriptive survey and correlational research designs were utilized. The target population consisted of 52 business valuers at Deloitte Kenya, and census approach used to collect data from the target population. Data for this study was obtained from primary sources and collected using questionnaires. The questionnaires were pretested at 30% of the target population, which involved 12 business valuers from Baker Tilly. The data collected was analyzed using descriptive statistics by utilizing percentages, frequencies, mean and standard deviation. Inferential statistics encompassed both correlation and regression analysis. Tools like Microsoft Excel, 2019 together with Stata version 15.0 were helpful in the analysis. Reliability of the data was evaluated using Cronbach’s alpha coefficient in measuring consistency of the variables under study; while the validity of the data was assessed through content and construct validity. The study findings depicted that profit and cost methodologies have an influence in the valuation approaches adopted by business valuers at Deloitte Kenya, with correlation coefficient values of (r=0.623, p value=0.00) and (r=0.459, p value=0.004) respectively. This showed that the two methodologies were positively and statistically significant in influencing business valuation approaches adopted by Deloitte Kenya. Even though residual methodology also registered positive and significant influence on business valuation approaches, most respondents disagreed about this influence. The study recommended that competence of business valuers involved in valuation of businesses with significant real estate investments can be enhanced through short training programs; while academicians and policy makers should collaborate to infuse the use of AI and ESG reporting on Kenyan valuation standards.Daystar Universit
The Influence of European Union AID on Conflict Resolution Strategies in The North Kivu, Democratic Republic of The Congo
No full textMASTER OF ARTS in Diplomacy, Development, and International SecurityEuropean influence has persisted in post-colonial Africa, where states continue to depend on external support for governance and conflict management. The Democratic Republic of the Congo (DRC), particularly the conflict-ridden North Kivu region, has relied heavily on European Union (EU) aid to address challenges ranging from humanitarian crises to governance and peacebuilding. This study employed a qualitative case study approach, drawing on interviews, focus group discussions, and document analysis to examine the impact of EU aid on conflict resolution strategies in North Kivu. Findings reveal that EU support has been instrumental in funding humanitarian assistance, governance reforms, and community-based initiatives, but its influence has often been indirect, mediated through multilateral agencies and NGOs. While aid has improved service delivery and offered short-term relief, its limited coordination with local actors and focus on external frameworks have constrained its ability to address root causes of insecurity. The study concludes that EU aid shapes conflict resolution strategies in North Kivu but simultaneously raises concerns about sovereignty and long-term sustainability. It recommends enhancing transparency, fostering stronger partnerships with local stakeholders, and designing conflict-sensitive programs that balance external support with national autonomy.Daystar Universit
Strategic Innovation, Corporate Culture and Business Sustainability of Commercial Banks in Kenya
No full textDoctor of Philosophy in Business Administration in Strategic Management and InnovationThe constantly evolving business environment continues to pose sustainability challenges to commercial banks in Kenya, with several institutions experiencing instability and closure despite adopting strategic innovations. This study set out to investigate the influence of strategic innovation and corporate culture on the business sustainability of commercial banks in Kenya. The objectives focused on the effects of product, process, market, organizational, and business model innovations, as well as the moderating role of corporate culture. The study was anchored on the Dynamic Capabilities Theory, supported by Schumpeter’s Innovation Theory and Organizational Culture Theory. Guided by a positivist philosophy and explanatory design, data were collected from 35 of the 39 licensed commercial banks, with responses obtained from 140 participants. Structured questionnaires were used, and the data analyzed through correlation and regression models. The results revealed that all the dimensions of strategic innovation significantly influenced business sustainability. Product innovation had a positive effect (p = 0.004 < 0.05), process innovation was highly significant (p = 0.000 < 0.05), market innovation also showed significance (p = 0.004 < 0.05), and organizational innovation was strongly significant (p = 0.000 < 0.05). Business model innovation registered the strongest influence (p = 0.000 < 0.05). However, hierarchical regression analysis indicated that corporate culture provided only a partial moderating effect (p = 0.084 > 0.05), suggesting that while culture supports innovation, it does not decisively determine sustainability outcomes. The study concludes that product, process, market, organizational, and business model innovations are critical to the sustainability of commercial banks in Kenya, with corporate culture playing only a limited moderating role. It contributes to theory by extending the Dynamic Capabilities framework to emerging market contexts where innovation and culture interact. In practice, the findings emphasize the need for banks to strengthen processes, organizational structures, and business models, while aligning their cultures with innovation and technological change. At the policy level, the study points to the importance of regulatory frameworks that promote financial innovation, enhance governance, and support resilience in the sector. The research therefore advances empirical understanding and provides insights valuable to scholars, practitioners, and policymakers concerned with the sustainability of commercial banks in Kenya.Daystar Universit
Instructional Leadership and Learning Outcomes: A Correlation Analysis
No full textMaster of Education in Leadership and Policy StudiesThis study investigated the relationship between instructional leadership practices and student learning outcomes in Kenyan secondary schools. It was motivated by persistent concerns about students’ academic achievement and the quest to identify school-level factors, particularly leadership, that significantly contribute to improved performance. Drawing on Hallinger and Murphy’s instructional leadership framework, the study examined the correlation between five dimensions of instructional leadership vision and goal setting, curriculum and instruction management, teacher support and professional development, monitoring and evaluation, and resource provision and support and student outcomes measured through engagement, retention, examination performance, and preparation for post-secondary education. A quantitative correlational research design was employed, targeting principals and teachers in public secondary schools in Nairobi County. Data were collected using structured questionnaires and complemented with secondary data on school performance. Analysis was conducted using the Statistical Package for the Social Sciences (SPSS), applying descriptive statistics, Pearson correlation, and multiple regression to test relationships between instructional leadership practices and learning outcomes. Ethical approval was obtained from Daystar University Institutional Review Board (IRB) and the National Commission for Science, Technology, and Innovation (NACOSTI). The findings revealed that all five dimensions of instructional leadership were positively and significantly correlated with student learning outcomes, with monitoring and evaluation (r = .711, p < .001), teacher support and professional development (r = .694, p < .001), and resource provision (r = .707, p < .001) showing the strongest associations. Regression analysis indicated that curriculum and instruction management (β = .981, p = .009) and resource provision and support (β = .752, p = .010) were the most significant predictors of student achievement, while vision and goal setting showed a negative but significant relationship (β = –.639, p = .050). Qualitative findings highlighted the importance of inclusive vision-setting, collaborative school culture, and distributed leadership but also pointed to persistent challenges such as resource constraints, workload pressures, and uneven teacher mentoring. The study concludes that effective instructional leadership remains central to improving academic outcomes, with curriculum oversight, teacher capacity building, and strategic resource provision emerging as the most decisive factors. It recommends that school leaders prioritize curriculum management, strengthen teacher development programs, institutionalize monitoring and feedback mechanisms, and mobilize resources to support teaching and learning. At the policy level, targeted leadership training and capacity-building programs should be expanded to enhance principals’ instructional leadership competencies. Collectively, these measures can foster a supportive learning environment that enhances equity, engagement, and sustained academic performance in Kenyan secondary schools.Daystar Universit
Influence of Online Food Platforms on Healthy Eating in Kilimani, Kenya
No full textMASTER OF ARTS in CommunicationThis study investigated the impact of online food platforms on healthy eating behaviors among residents of Kilimani, Nairobi. While these platforms promote healthier options through strategic messaging and visually appealing content, they may also inadvertently encourage unhealthy consumption patterns by making misleading health claims and promoting the commercialization of "health" foods. Three objectives guided the study: 1) To analyze online food platforms' language and messaging strategies to promote healthy eating among Kilimani residents, 2) To investigate how the visual representation of food on online platforms influences the dietary choices of Kilimani residents, and 3) To examine the role of user-generated content (such as reviews and feedback) of online food platforms in shaping healthy eating behaviors among Kilimani residents. The Elaboration Likelihood Model (ELM) was adopted as the theoretical framework, as it enabled an examination into how both central and peripheral cues in digital communication influence food-related decision-making. The study employed a qualitative exploratory research design to allow for an in-depth understanding of how persuasive strategies embedded in digital platforms impact consumer behavior. Participants were identified from a WhatsApp community group for Kilimani residents, where conversations about food platforms were actively taking place. Purposeful sampling was used to recruit individuals who had contributed to discussions about food platforms, thus ensuring that participants possessed relevant knowledge and experience. Data was collected through semi-structured interviews, which allowed flexibility to probe participants' experiences and perspectives. Thematic analysis was then applied to identify key themes emerging from the data. The findings revealed that language and messaging on food platforms are shaped around healthoriented terminology, persuasive framing, and authenticity claims, all of which influence perceptions of healthfulness and trust. Visual representation emerged as a central factor in food choice, with aesthetic appeal, impulse triggers, and gendered targeting shaping how residents interpreted food images. User-generated content was found to play a crucial role in building trust, providing motivation, and enhancing the accessibility of information for healthier choices. The study concludes that online food platforms have a strong influence on dietary decision-making by combining persuasive language, compelling visuals, and peer-generated content, which collectively shape perceptions of health, quality, and desirability. It recommends that communication strategies on food platforms be critically assessed to ensure accuracy, inclusivity, and cultural sensitivity, particularly in light of their growing role in shaping eating habits among urban residents. The study contributes to communication scholarship by extending the understanding of persuasion in the context of food consumption. It offers implications for health communication and policy interventions designed to promote healthier eating behaviors.Daystar Universit
Effects of Fake News on Personal Reputation: A Case Study of Kenyan Celebrities in The Entertainment Industry on X (Formerly Twitter)
No full textMASTER OF ARTS in CommunicationThis study investigated the effects of fake news on the personal reputations of Kenyan celebrities in the entertainment industry, with a specific focus on X (formerly Twitter), one of the most influential social media platforms. The study objectives were to analyse how fake news is created and spread on X, to examine its consequences on the reputations of targeted celebrities, and to assess the coping mechanisms employed by celebrities to manage and restore their public image. Kenyan celebrities were selected because, despite their visibility and contribution to the entertainment industry, they remain vulnerable to the rapid circulation of misinformation that undermines their credibility, disrupts their careers, and threatens their psychological well-being. The study was anchored on Framing Theory and Reputation Theories, which provide a basis for understanding how narratives constructed in digital environments shape credibility and public perception. A qualitative case study design was adopted, privileging in-depth exploration of the phenomenon. Data were generated through multiple techniques, including semi-structured interviews with celebrities and digital media experts, content analysis of fake news tweets, and document review of fact-checking reports. Thematic analysis was applied to identify recurring patterns and meanings across the data. The findings revealed three significant insights. First, fake news is often fabricated, distorted, and amplified through virality mechanisms such as user engagement, algorithmic promotion, and influencer-driven circulation. Second, exposure to fake news has significant psychological effects (stress, anxiety, and reduced self-esteem), social consequences (stigmatization, strained personal relationships, and exclusion), and professional repercussions (loss of endorsements, damaged credibility, and reduced trust among fans and industry stakeholders). Third, celebrities employ several coping and management strategies, including issuing public clarifications, seeking legal redress, using verified accounts and personal branding, and collaborating with fact-checking organisations. However, these strategies were largely reactive and often insufficient once misinformation spread widely. The study concludes that fake news poses a persistent and multifaceted threat to the reputations of celebrities, with consequences that extend beyond digital spaces into their personal and professional lives. Reputation in the digital era is shown to be fragile, easily undermined by misinformation, and challenging to restore fully. The study recommends that celebrities adopt proactive digital branding, engage consistently with audiences, and collaborate with fact-checking bodies to mitigate reputational risks. It also calls for stricter accountability from social media platforms in curbing the circulation of fake news. Future research should adopt comparative approaches across different categories of public figures and employ mixed methods to provide broader and more generalisable insights into reputational harm.Daystar Universit
Innovative Capabilities and Performance of Commercial Banks in Kenya: Case of Co-Operative Bank of Kenya
No full textMaster of Business Administration in Strategic ManagementIn the 21st century, the banking sector faces a dynamic and often turbulent business environment that necessitates improved performance. The commercial banking sector in Kenya continues to experience intense competition, rapid technological changes, and evolving customer expectations, all of which demand that banks develop robust innovative capabilities to sustain performance. Despite this dynamic environment, the banks still experience issues with operational efficiency, quality of services and customer satisfaction. As such, the purpose of this study is to evaluate the effect of innovative capabilities on the performance of commercial banks in Kenya: Case of Co-operative Bank of Kenya. The specific objectives of the study were: to examine the effect of product innovation on the performance of Co-operative Bank of Kenya; to assess the effect of process innovation capability on the performance of Co-operative Bank of Kenya, to examine the effect of technological innovation capability on the performance of Co-operative Bank of Kenya, and to evaluate the moderating effect of environmental dynamism on the relationship between innovative capabilities and the performance of Co-operative Bank of Kenya. The study is anchored on four interrelated theories: the Resource-Based View (RBV) as the anchor, Dynamic Capabilities Theory, Balanced Scorecard (BSC) framework, and Contingency Theory. Each theory offered a unique lens through which the variables under investigation were conceptualized and their interrelationships understood. Guided by a positivist philosophy, the study employed a descriptive and correlational research design. The population comprised 240 senior managers of Co-operative Bank of Kenya, based at the head office in Nairobi City County, Kenya. The research used primary data, collected using a structured questionnaire. A pretest is conducted on 24 respondents from Equity Bank. Data collected is analyzed descriptively and inferentially with the aid of Statistical Package for Social Sciences (SPSS) version 29.0. The study adhered to all ethical considerations. Pearson correlations indicated strong positive associations with performance and product innovation (r=.714, p < .05), process innovation (r=.732, p<.05), and technological innovation (r = .726, p < .05). Regression results confirmed significant predictive effects: product innovation (R² = .510, B = 1.439, β = .714, p < .05), process innovation (R² = .536, B = 1.516, β = .732, p < .05), and technological innovation (R²=.527, B=1.489, β= .726, p< .05). Moderation analysis showed that environmental dynamism strengthened the innovation–performance link, with the combined model (IC + ED) explaining 61.8% of variance (R²=.618, p<.05) and the interaction term further improving the fit (R² ≈ .020, B=.396, β=.648, p<.05). The study concludes that innovation capabilities significantly enhance performance of commercial bank and yield greater returns under dynamic environmental conditions, offering strategic implications for bank executives, policy-makers, and regulators in line with Kenya Vision 2030 and the SDGs on industry innovation, infrastructure, and economic growth.Daystar Universit
Exploring Buyers’ Attitudes and Reactions towards Code-Switching during Business Transactions and Social Interactions in A Multicultural Open-Air Market: A Case of Gikomba Market, Kenya
No full textMaster of Arts in CommunicationThis study explores buyers’ attitudes and reactions to code-switching and its impact on bbuyers' behaviour as experienced during business transactions and social interactions in Gikomba market, Kenya. Gikomba market, a multicultural open-air marketplace, is the largest hub for second-hand clothing in East Africa. Despite the widespread use of code-switching in informal markets, its impact on buyer-seller communication dynamics and purchasing decisions remains underexplored, particularly from a development communication perspective. The primary objectives of this study were to investigate how buyers perceive and respond to code-switching, how buyers’ attitudes on code-switching shaped their market experiences and transactional interactions, and how buyers’ navigated the communication disruptions caused by code-switching. Guided by Communication Accommodation Theory, the study employed an exploratory qualitative research design to capture the nuanced experiences of young buyers aged 20 to 35 who frequent the clothing section of Gikomba market for reselling purposes. Data was collected through semi-structured interviews and direct observation of twenty participants, selected using purposive non-probability sampling. Thematic analysis was applied to identify key themes, patterns, and interpretations within the data. Findings revealed that while code-switching is a common communication strategy in Gikomba market, it elicits varied emotional responses among buyers. Negative attitudes towards code-switching, such as frustration, exclusion, and mistrust, were often linked to perceived price manipulation, safety, and unfavourable market experiences. Conversely, buyers who shared linguistic backgrounds with vendors or understood market codes expressed trust, familiarity, and confidence during transactions, and had favourable market experiences. The study concluded that code-switching can both facilitate and hinder buyer-seller interactions, depending on the context and degree of linguistic alignment. Recommendations include implementing inclusive communication strategies for market stakeholders and developing participatory frameworks to enhance transparency and trust in informal business settings.Daystar Universit
Utilization of Artificial Intelligence (AI) Tools for Health Information among Postgraduate Students: A Case of Daystar University, Kenya
No full textMaster of Arts in CommunicationThis study explored the utilization of Artificial Intelligence (AI) tools for health information among postgraduate students at Daystar University, Kenya. The research was guided by four objectives: to examine students’ perceptions of AI tools in accessing health information, to identify the kinds of health information sought using AI applications, to explore how students assess the credibility of AI-generated health information, and to determine the AI tools most preferred and frequently used by postgraduate students. Anchored on the Technology Acceptance Model (TAM) and the Health Belief Model (HBM), the study examined how perceived usefulness, perceived ease of use, attitudes, health beliefs, and self-efficacy influence postgraduate students’ engagement with AI-based health tools. The study adopted a qualitative approach using an exploratory research design to gain an in-depth understanding of students’ experiences and practices. Purposive sampling was used to select participants from the School of Communication at Daystar University, Nairobi Campus, the student enrolled during the 2024–2025 academic year. Data were collected through focus group discussions (FGDs) guided by semi-structured interview schedules. Supporting instruments included consent forms, demographic data sheets, observation checklists, and transcription templates to ensure a systematic and ethical data collection process. Expert review and pilot testing were used to establish instrument validity. Data were analyzed thematically and supported by content analysis to identify key patterns and insights. The findings revealed that postgraduate students perceive AI tools as useful, efficient, and easy to use for health information seeking. They primarily relied on AI for preventive, diagnostic, and mental wellness information, while emphasizing verification through professional consultation and cross-checking with authoritative sources. Students preferred tools such as ChatGPT, Google Bard (Gemini), and specialized fitness or health applications due to their accessibility, interactivity, and personalized feedback. However, concerns regarding information credibility, data privacy, and lack of localized health content were prominent. Participants emphasized the need for culturally relevant AI systems, transparency in information sourcing, and institutional oversight in guiding ethical use. The study concludes that while AI tools enhance access to health information and promote digital health literacy, their optimal use requires contextual adaptation, privacy safeguards, and user education. It recommends that universities integrate AI literacy into postgraduate curricula, establish partnerships with verified AI platforms, and develop ethical guidelines for AI-based health information seeking. Further research is suggested to explore longitudinal trends, cross-institutional comparisons, and the integration of localized data in AI health systems across sub-Saharan Africa.Daystar Universit