How Social Media Are Formed?

Sandstrom and Carlsson (2008:505) state that social media evolve w'ith the realization of participants that they need each other and to share the advantages of collective action. Carlsson argues that collective action simply means a group of people united by common interests. The aspect of collective action, therefore, is important in social media.

However, according to Hovland, the first step is to clarify the policy change or objective that is being aimed at, followed by identifying all stakeholders, or interest groups associated with the problem at hand, who might be interested.

Research Design

This chapter used a descriptive design. The reason behind the use of the method is the ascertainment of a systematic description of the characteristics of the variables. Qualitative as well as quantitative data from both World Vision Rwanda and secondary sources have been used for analytical study and characterization of variables and situations.

13.13.1 Target Population

The total population of the research was 70 employees of World Vision Rwanda (headquarters) located in the Gasabo District.

13.13.2 Study Population

Category

Population

Percentage

Finance

25

36

Accounting

35

50

Auditing

10

14

Total

70

100

13.13.3 Sample Design

The sample size used in this study was 60 respondents representing 70 employees working in selected departments: 25 employees from finance, 35 from accounting, and Ю from auditing. The study considers a sample size within the cost constraint and provides the potential to find an independent-variable effect.

13.13.4 Sample Size

According to Kothari, the number of items to be chosen for the study, out of the population, is a sample size. Thus, the sample size of the population has been selected using the following formula:

where n is the sample size, N is the population of the study, and e is the sampling error (0.05).

Therefore, n =-——

  • 1 + 70(0.05)2
  • 13.13.5 The Sample Size of the Study

Category

Population

Sample Size

Percentage

Finance

25

24

36

Accounting

35

32

50

Auditing

10

4

14

Total

70

60

100

Source: World Vision Rwanda Data.

13.13.6 Sampling Techniques

The study used a stratified random sampling method for its purpose. As the population of the study is not homogeneous, the stratified random sampling combining both stratified and simple random sampling methods has been used. This technique will be helpful in the data collection, analysis, and interpretation as per the strata. This chapter also used a purposive sampling technique that helps the researcher to choose respondents who qualify the matching parameters required to fulfill the purpose of the study, specifically the management of World Vision Rwanda.

13.13.7 Data Collection Instruments

To collect correct, appropriate, adequate, and reliable information, the research work used both types of data, i.e., primary and secondary, from World Vision Rwanda data. The instrument's questionnaire method and documentary review have been applied.

13.13.8 Secondary Data

The sources of secondary data are textbooks and journals available. The collected data include both qualitative and quantitative information. A very important source of secondary data that helped the researcher in the study is the Web site of World Vision Rwanda.

Results and Discussion

13.14.1 Respondent Profile

The personal information of the members includes their age, gender, marital status, educational level, and working experience.

13.14.2 Gender-wise Classification of Respondents

Gender

Frequency

Percent

Female

35

58.4

Male

25

41.6

Total

70

Ю0.0

More than half (58.4%) of the respondents were female, and the remaining (41.6%) were male. From the findings, the researcher observed that the number of female respondents is more than the number of male respondents in World Vision Rwanda.

13.14.3 Age-wise Classification of Respondents

Age

Frequency

Percent

Less than 25 years

Ю

17

25-34 years

22

37

35M4 years

20

33

45 years and above

8

I3

Total

60

100

The above statistical data indicate that 10 (17%) respondents were aged less than 25 years, 22 (37%) respondents were aged between 25 and 34 years, and 20 (33%) respondents were aged between 35 and 44 years, and 8 (13%) respondents were aged 45 and over. This shows that the majority were in the age-group 25-34years.

13.14.4 Marital Status

13.14.4 Marital Status

Frequency

Percent

Single

20

33

Married

24

40

Others

16

27

Total

60

100

The above-given table indicates that 20 (33%) research respondents were single, 24 (40%) were married, and 16 (27%) were others. This shows that the majority of respondents were married.

13.14.5 Education Level

13.14.5 Education Level

Frequency

Percent

A2

II

18

Diploma

21

35

Bachelor’s degree

24

40

Others

4

7

Total

60

100

The table presents that 11 (18%) research participants have A2, 21 (35%) have diploma, 24 (40%) have bachelor’s degrees, and 4 (7%) have others. This shows that the majority have a bachelor’s degree.

13.14.6 Respondents Working with World Vision Rwanda

Years of Experience

Frequency

Percent

Less than 1 year

16

27

1-5 years

24

40

6 years and above

20

33

Total

60

100

The table indicates that 16 (27%) respondents had less than 1 year of experience, 24 (40%) had between 1 and 5 years of experience, 20 (33%) had more than 6 years of experience. This shows that the majority had between 1 and 5 years of experience.

13.14.7 Members Understand Social Media at Any Stage of the Needed Service

Strongly disagree

Frequency

4

Percent

7

Disagree

12

20

Neutral

14

23

Agree

20

33

Strongly agree

10

17

Total

60

100

In the above table, the respondents indicate their views on social media through Employees understand to the customer at any stage of needed service that shows 4 comprising 7% of respondents strongly disagree, 12 depicting 20% of respondents disagree, 14 representing 23% respondents neutral, 20 showing 33% respondents agree, and 10 representing 17% research respondents strongly agree. Then, considering the above results, the majority of respondents accepted the fact which allows confirming that members do understand the importance of social media.

13.14.8 World Vision Rwanda’s Operating Hours Are Convenient for Clients

Frequency

Percent

Strongly disagree

7

13

Disagree

Ю

16

Neutral

12

20

Agree

2I

35

Strongly agree

Ю

16

Total

60

too

Based on the above table, respondents indicate their views on services quality through World Vision Rwanda operating hours is convenient to the clients that shows 7 members depicting 13% of respondents strongly disagree 10 answers showing 16% of respondents disagree, 12 depicting 20% of research respondents are neutral, 21 depicting 35% of research respondents agree, 10 representing 16% of respondents strongly agree. Then, considering the above results, more than half of respondents accepted the fact which allows confirming that members do understand the importance of social media in marketing.

13.14.9 The World Vision Rwanda Tells the Members Exactly the Time the Service Will Be Performed

Frequency

Percent

Strongly disagree

3

5

Disagree

II

18

Neutral

10

17

Agree

12

20

Strongly agree

24

40

Total

60

100

In the table, the respondents indicated their views on The World Vision Rwanda tells the members exactly the time the service will be performed. 3 representing

  • 5% of respondents strongly disagree, ll representing 18% of respondents disagree, 10 answers representing 17% of respondents are neutral, agree shows 12 research respondents representing 20% of research respondents agree, 24 representing 40% of respondents strongly agree. Then, considering the above results, the majority of respondents accepted the fact which allows confirming that members do understand the importance of tells the members exactly the time the service will be performed.
  • 13.14.10 The World Vision Rwanda Gives the Members Prompt Service

Frequency

Percent

Strongly disagree

8

13

Disagree

10

17

Neutral

10

17

Agree

22

36

Strongly agree

10

17

Total

60

100

In the above table, the respondents indicated their views on the World Vision Rwanda gives the members prompt service that shows 8 answers showing 13% respondents strongly disagree, 10 showing 17% of research respondents disagree, 10 depicting 17% of research respondents neutral, agree with shows 22 research respondents depicting 36% of respondents strongly agree, 10 depicting 17% of research respondents strongly agree. Then, considering the above results, half of the respondents accepted the fact which allows confirming that members do understand the importance of gives the members prompt service.

13.14.11 Summary of Major Findings

Based on the research question concerning strategies used by World Vision Rwanda to reduce poverty through social media in marketing in Rwanda, it was deduced from the interview responses and documents from World Vision Rwanda that this organization uses community projects to drive development, which eventually leads to improved lives, and thus reduces poverty though social media in marketing.

Furthermore, social media and partnerships with other organizations were found to play an important role in the poverty reduction efforts through social media. For example, some of the respondents identified the importance of social media as leading to the wider impact of projects.

In other words, social media are generally seen as involving multiple actors and information exchange. It can, therefore, be deduced that this organization is part of the organizations discussed in this chapter as well as others that have not been discussed, which share the same objectives.

Policy social media have been defined by Benson, a group of clusters of organizations which are connected by dependencies on resources and also different from other clusters by breaks present in the structure of resource dependencies. The

issue of resources, according to the interviews, is one of the major reasons World

Vision Rwanda is involved in social media. From the interviews, it was deduced that

there was a flow of resources into and from World Vision Rwanda and its partners.

 
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