Examining the relationship between social network site usage and corporate communication at Uganda's Umeme Limited

Abstract

This dissertation examined the relationship between Social Network Site (SNS) usage and corporate communication in Uganda, considering Umeme Limited as a case study. The study used the communicative affordance theory and the symmetry/excellence theory to explain Umeme’s usage of SNS in corporate communication. The study employed a cross-sectional research design and used mainly the quantitative (correlational and descriptive) research method to investigate, process, and analyze the level of SNS usage, its relationship with corporate communication, and the challenges faced by Umeme when using SNS in its corporate communication while the qualitative data used was mostly desk research to back up primary data from the survey form. Data were collected from 59 respondents out of the anticipated 65 communications and back office customer service agents in various positions. The sampling techniques used included snowball sampling and convenience sampling. Correlation and regression analyses were used to examine the relationships between the study variables and the degree to which corporate communication depends on SNS usage. The study found that SNS usage is strongly related to corporate communication and that when SNS usage is well monitored and competently implemented, the level of corporate communication is enhanced. Regression results confirmed that SNS usage significantly predicts corporate communication in Umeme. Among the recommendations, the study finds it imperative to sensitize Umeme staff about the need for timely monitoring of social network site communication and responses.