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AN ASSESMENT OF SOCIAL MEDIA USE ON EMPLOYEE PERFORMANCE IN
PUBLIC UNIVERSITY COLLEGES: A CASE OF RONGO UNIVERSITY
BYNYAMANYA M. DORCAS
BCOM (EGERTON UNIVERSITY)
RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE CONFEREMENT OF A DEGREE OF MASTER OF
BUSINESS ADMINISTRATION, SCHOOL OF BUSINESS AND ECONOMICS, KISII UNIVERSITY
NOVEMBER 2017
DECLARATION AND RECOMMENDATION
Declaration by the Candidate
This research project is my original work and has not been presented for a degree in any other
university.
Sign……………………………………..… Date……………………………..………
Name: NYAMANYA DORCAS MORAA
Adm. No: CBM12/10328/13
Recommendation by the Supervisors
This research project has been submitted for examination with our approval as University
supervisors.
Sign……………………………………..… Date……………………………..………
Name: DR. STELLA OMARI, PHD
SENIOR LECTURER
DEPARTMENT OF HUMAN RESOURCE AND STRATEGIC MANAGEMENT
KISII UNIVERSITY
Sign……………………………………..… Date……………………………..………
Name: DR. ANDREW NYANGAU, PHD
LECTURER
DEPARTMENT OF ACCOUNTING AND FINANCE
KISII UNIVERSITY
PLAGIARISM DECLARATION
Definition of plagiarism
Is academic dishonesty which involves; taking and using the thoughts, writings, and inventions of another person as one's own.
DECLARATION BY STUDENTi. I declare I have read and understood Kisii University Postgraduate Examination Rules
and Regulations, and other documents concerning academic dishonesty. ii. I do understand that ignorance of these rules and regulations is not an excuse for a
violation of the said rules. iii. If I have any questions or doubts, I realize that it is my responsibility to keep seeking an
answer until I understand.iv. I understand I must do my own work. v. I also understand that if I commit any act of academic dishonesty like plagiarism, my
thesis/project can be assigned a fail grade (“F”)
vi. I further understand I may be suspended or expelled from the University for AcademicDishonesty.
Sign……………………………………..… Date……………………………..………
Name:NYAMANYA DORCAS MORAA
Adm. No: CBM12/10328/13
DECLARATION BY SUPERVISOR (S)
i. We declare that this thesis/project has been submitted to plagiarism detection service. ii. The thesis/project contains less than 20% of plagiarized work.
iii. We hereby give consent for marking.
1. Name: DR. STELLA OMARI, PHD Signature:_____________________
Affiliation:________________________ Date:_________________________
2. Name: DR. ANDREW NYANGAU, PHD Signature:_____________________
Affiliation: ___________________________ Date:________________________DECLARATION OF NUMBER OF WORDS
This form should be signed by the candidate and the candidate’s supervisor (s) and returned tothe Director of Postgraduate Studies at the same time as you submit copies of yourthesis/project.Please note at Kisii University Masters and PhD thesis shall comprise a piece of scholarlywriting of not more than 20,000 words for the Masters degree and 50 000 words for the PhDdegree. In both cases this length includes references, but excludes the bibliography and anyappendices.
Where a candidate wishes to exceed or reduce the word limit for a thesis specified in theregulations, the candidate must enquire with the Director of Postgraduate about the procedures tobe followed. Any such enquiries must be made at least 2 months before the submission of thethesis.
Please note in cases where students exceed/reduce the prescribed word limit set out, Director ofPostgraduate may refer the thesis for resubmission requiring it to be shortened or lengthened.
Name of Candidate: NYAMANYA DORCAS MORAA ADM NO: CBM12/10328/13
School: Business and Economics Department: Human Resource &Strategic Management
Thesis Title: Assessment of social media use on employee performance in publicUniversities: a case of Rongo University
I confirm that the word length of: 1) the project, including footnotes, is ________________ 2) the bibliography is ____________
and, if applicable, 3) the appendices are _________________I also declare the electronic version is identical to the final, hard bound copy of the thesis andcorresponds with those on which the examiners based their recommendation for the award of thedegree.
Signed: …………………………………… Date:…………………… …(Nyamanya Dorcas Moraa)
I confirm that the thesis submitted by the above-named candidate complies with the relevantword length specified in the School of Postgraduate and Commission of University Educationregulations for the Masters and PhD Degrees.
Signed: .......................... Email…………..………… Tel………………….. Date:…………… (Supervisor 1: Dr. Stella Omari, PhD)
Signed: .......................... Email…………………….. Tel………………….. Date:…………… (Supervisor 2: Dr. Andrew Nyangau, PhD)
COPYRIGHT
All rights are reserved. No part of this project or information herein may be reproduced, storedin a retrieval system or transmitted in any form or by any means electronic, mechanical,photocopying, recording or otherwise, without the prior written permission of the author or KisiiUniversity on that behalf.
© 2017, Dorcas Nyamanya
DEDICATION
I dedicate this research project to Mr. and Mrs. Nyamanya, my siblings, Susan, Risper, Elijah and
Eliud, my husband, Mr. Ayienda and my son Djibril Ayienda for their constant support and
understanding, for their willingness to take charge in times I was busy, for their encouragement,
for taking responsibilities that they should not have had to, for being great individuals, for giving
me no additional worries throughout the process and for their unfailing love that embraced me
every step of the way.
ACKNOWLEDGEMENT
I would like to express my great appreciation to Dr. Stella Omari and Dr .Andrew Nyangau, my
supervisors for their valuable and constructive suggestions during planning and development of
this research work, their willingness to give their time so generously has been appreciated. I
would also like to extend my thanks to the department of Human Resource and Strategic
Management for their support. Finally, I would like to thank Mr. Erick Onsongo, my classmates
Linet Bwoma, Vincent Mireri, Malach Omwenga, Justine Onyoni and friends, and family who
took their time to read through my work and their encouragement throughout the study.
ABSTRACT
Social phenomenon has swept through popular culture in the past few years as millions of peoplejoined online communities and started using social platforms. This has enabled communities togrow to more than 1.5 billion members globally. In the light of current applications ofinformation and communication technologies, the popularity of social media cannot be denied orignored since its effects are far reaching and are affecting every industry. This study sought toestablish the relationship of social media use and employee performance in public universities inKenya. The specific objectives were to: find out the effects of Facebook use on employeeperformance in Rongo University; determine the effect of LinkedIn use on employeeperformance in Rongo University; establish the effect of Twitter use on employee performance inRongo University; and lastly to examine the effect of WhatsApp use on employee performancein Rongo University. The study was conducted in Rongo University. Descriptive design was usedin the study. The target population was 497 employees of Rongo University in Kenya and sampleof 136 respondents from the target population was selected and administered with questionnaires.Analysis of data was done using standard statistical tools such as; averages, standard deviation,and regression. Descriptive statistics were computed for main characteristics of the studyvariables. Data processing was done using the statistical software SPSS and presented usingfrequency tables, charts and figures. The findings revealed that apart from Facebook usage, allother three (Twitter, LinkedIn and WhatsApp) were statistically significant in determiningemployee performance in Rongo University. The study concluded that, the higher like hood ofemployee performance associated with LinkedIn was due to the attributes related withknowledge and information sharing, career improvements and collaborations and the inverserelationship exhibited by other social media platforms may be related to the aspect of increaseduse of these media and not necessary the attribute to actual assigned duties in the University. Thestudy recommended implementation of clear and comprehensive acceptable policies to addresssocial media usage issues such as personal usage, business, relevance, and site restrictions andinformation confidentiality without restricting employees to benefit personal as well asprofessionally, and relocation of more funds by the Government to train personnel on socialmedia usage in public institutions.
.
TABLE OF CONTENT
DECLARATION AND RECOMMENDATION.........................................................................ii
PLAGIARISM DECLARATION...............................................................................................iii
DECLARATION OF NUMBER OF WORDS...........................................................................iv
COPYRIGHT.................................................................................................................................v
DEDICATION...............................................................................................................................vi
ACKNOWLEDGEMENT..........................................................................................................vii
ABSTRACT................................................................................................................................viii
LIST OF TABLES.......................................................................................................................xii
LIST OF FIGURES....................................................................................................................xiii
LIST OF APPENDICES............................................................................................................xiv
CHAPTER ONE
INTRODUCTION
1.1 Background of the study............................................................................................................1
1.2 Statement of the problem...........................................................................................................6
1.4 Objectives of the study..............................................................................................................8
1.4.1 Overall objective.....................................................................................................................8
1.4.2 Specific Objectives.................................................................................................................8
1.5 Research questions.....................................................................................................................8
1.6 Assumption of the study............................................................................................................9
1.7 Scope of the Study.....................................................................................................................9
1.8 Limitation of the study...............................................................................................................9
1.9 Conceptual framework.............................................................................................................10
1.10 Operational Definition of Terms............................................................................................11
CHAPTER TWO
LITERATURE REVIEW
2.1 Concepts of social media and employee performance............................................................13
2.2 Review of Literature................................................................................................................18
2.2.1 Theoretical Literature review................................................................................................18
2.2.2 Empirical Review of Literature............................................................................................21
2.3 Knowledge Gap.......................................................................................................................31
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Geographical Description of the study area.............................................................................33
3.2 Research Design......................................................................................................................33
3.3 Target Population.....................................................................................................................33
3.4 Sample Size and Sampling Techniques...................................................................................34
3.5 Data collection Instruments.....................................................................................................35
3.5.1 Validity of instruments..........................................................................................................35
3.5.2 Reliability of Instruments.....................................................................................................36
3.6 Data collection procedure........................................................................................................37
3.7 Data Analysis and presentation................................................................................................37
CHAPTER FOUR
STUDY FINDINGS AND DISCUSSIONS
4.1. Response Rate.........................................................................................................................38
4.2. Demographic characteristics...................................................................................................39
4.4 LinkedIn use............................................................................................................................46
4.5 Twitter use................................................................................................................................49
4.6 WhatsApp Use........................................................................................................................51
4.7 Employee Performance............................................................................................................54
4.8. Regression Analysis................................................................................................................57
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS.............................................62
5.1: Summary of Findings.............................................................................................................62
5.2: Conclusions of the study.........................................................................................................65
5.3: Recommendations of the study...............................................................................................66
5.3.1: Recommendation for further research.................................................................................67
REFERENCES............................................................................................................................69
LIST OF TABLES
Table 3.1 the target population......................................................................................................34Table 3.2 sample size.....................................................................................................................35Table 3.3 Cronbach’s Alpha Index.................................................................................................36Table 4.1 Response Rate................................................................................................................38Table 4.2 Gender Distribution.......................................................................................................39Table 4.3 Age categories................................................................................................................40Table 4.4Years in current position.................................................................................................42Table 4.5 Sites with account..........................................................................................................42Table 4.6 Facebook usage..............................................................................................................44Table 4.7 LinkedIn Usage..............................................................................................................50Table 4.8 WhatsApp Usage...........................................................................................................52Table 4.9 Twitter Usage.................................................................................................................47Table 4.10 Employee performance................................................................................................55Table 4.11 Regression results for social media usage and effect on employee performance........58
LIST OF FIGURES
Figure 2.1: Conceptual Framework
Figure 4.1: Highest academic levels.............................................................................................41
LIST OF APPENDICES
APPENDIX I: LETTER OF INTRODUCTION...........................................................................72
APPENDIX II: QUESTIONNAIRE..............................................................................................73
APPENDIX III: DATA SUMMARY.............................................................................................77
APPENDIX IV: NACOSTI PERMIT............................................................................................80
APPENDIX V: PUBLISHED PAPER...........................................................................................81
APPENDIX VI: PLAGIARISM REPORT..................................................................................117
APPENDIX VII: RESEARCH AUTHORIZATION...................................................................119
LIST OF ABBREVIATIONS AND ACRONYMS
SN Social NetworksLI LinkedInFB FacebookUON University of NigeriaSNS Social Networking ServicesICT Information and communication technology
CHAPTER ONEINTRODUCTION
1.1 Background of the study
Internet has changed how people interact with each other on a daily basis. Before the internet,
staying linked to families and acquaintances was not easy and it was costly. In the current
century, staying connected is uncomplicated and easily reached (O’Dell 2011).The manner in
which we be in touch was altered when the initial email was delivered in 1971.Bulletin board
system (BBS) was invented in 1978, in order to permit users to exchange messages, data,
news, and software thus the beginning of the internet. In 1979, two individuals created Use
net, a worldwide discussion system that allowed users to post public messages.
This was followed by other new developments till the year 1995 that marked the era for the
corporate web page and e-commerce. Thus, it is no surprise that current trends towards social
media have transformed the World Wide Web from websites that provided static information
to a website that serves as information exchange platform between users. The social media
dates back to 1998 when Bruce and Susan Berson founded the open diary, an earliest social
system site that bring together online memoir writers into a community.
Since then MySpace was developed in 2003 followed by the development of Facebook in
2004 which are fundamentally different and more powerful. YouTube was then developed in
2005 and a microblogging site Twitter developed in 2006 (Borges 2012). According to the
research that was conducted by AT & T (2008), one out of every nine people in the world use
facebook, with an estimation of 700 billion minutes spent each month on facebook site. It is
fascinating to make a note of the organizations using Social media. More than 2.5 million
institutions have a facebook accounts in ddition to their company websites. Approximately
250 million populace access social media platform by means of their mobile phones.
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The effect that social network platforms have on the daily lives of people is beyond the
“tweets” on twitter and the “likes” on facebook. Institutions are having sentiments of the need
to be current on not only one social media site, but a number of them. However, this has
posed a challenge to ensure that they are accessible and listening to all customers at all times.
In the light of current usage of ICT, the attractiveness of social media networks cannot be
denied or ignored. Whether employers want to acknowledge this or not, people are logging in
and spend daily an average of 20 minutes on facebook and other social media (Vickers,
2007).In the U.S.A, 71% of online American adults use Face book; a proportionate which is
unchanged from 2013.Usage among seniors continues to increase, some 56% of internet users
age 65 and older now use Face book .Women are also particularly likely to use Face book
compared with men.23% of online users use twitter a significant increase compared to 18%
in 2013.Twitter is popular among those under 50 years and college-educated. Also, 28% of
online users are LinkedIn users. LinkedIn is popular among college students, those in high-
income households and the employed (Pew Research Centre, 2014).In Germany social media is expanding and becoming more diverse and dispersed. There are
22million facebook users in Germany and 635 million visits. Social media like facebook has
gained popularity in Germany because it enables users to socialize internationally and due to
its multiple language features. Twitter has got only 10% of online users in Germany. Some of
the reason for this small number is that people find it confusing with all the little text snippets
that seem somewhat disconnected. However, LinkedIn is mostly used by companies to build
their brand reputation, stay competitive and operate in the international market (Coyle and
Vaughn, 2012). In India, social media has contributed immensely as a tool for communication
and collaboration leading to real-time, innovative methods to reach a large number of
employees with similar or dissimilar interests. The majority of leading organizations in India are venturing into new pastures for employee
communication, engagement, collaboration and other areas of human resource (Wipro
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2012).Face book statistics from AT & T, ( 2008) listed South Africa as the sixth worldwide
which has more active facebook users. For South Africa to be in the list of top ten countries
outside the USA, Canada, and the United Kingdom proves that the phenomenon of social
networking is just as much a timely issue here as anywhere else.In Zimbabwe, use social media has helped to develop workforce’s knowledge of social media
and be part of a wider digital engagement with the customer. It also fosters the collaboration
of colleagues, marketing the company’s products and its visibility in the crowded world of
online commerce (Bullock, 2010).In Nigeria, social media sites have been seen as a source of
direct response to the need to offering adequate information, communication, dissemination,
discussing and mobilizing vast information (Omekwu, 2014). In Kenya, almost all business
that deal with communicating with the consumers has social media as an integral part be it in
marketing, branding, public relation, customer service, recruitment or any other function of a
business that require you to reach out, social media plays a vital role (Gakui, Munene and
Nyaribo, 2014).Most organizations that use social media, half that are on social media spend
more than 6 hours a week. Utilization of social media may help the organization better serve the internal and external
customers by distributing value-added content and provide more effective communication.
Novak and Hoffinan (2011) in his study found that higher level of socialization leads to
increased collaboration across departments which lead to improved organization performance
more than a few studies have been conducted on the possible correlation of social media and
employee performance examining a range of important aspect. For instance, North, (2010)
explored the benefits as well as the risk of the use of social media in the workplace. He concluded that employees believe that social media use in the workplace is worthwhile
since they can develop new relationships and maintain the existing ones. Ellison (2007) found
a strong association between the intensity of use of facebook and social capital; he posits that
using social media can help certain users to deal with low self-esteem and low life
satisfaction. The same study found that the ability of employees to access facebook at work
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was a great incentive for the retention and organizational commitment of new hire as they can
be socially connected with family, friends and other co-workers in the workplace.In a similar study, Xi Zhang (2013) he posits that social media has a positive effect on
knowledge sharing and social network tie while the knowledge sharing will aid to better
adaptation to the network changes according to adaptive performance theory. In addition, the
high level of adaptability ensures that employees perform better in their work. In sum, the use
of social media by employees could lead to benefits, such as employee engagement,
enhanced employee communication, employee commitment and job satisfaction which will
lead to improved employee performance. In public University, Chiwepa (2003) conducted a
research on the effect of internet use on the academic performance and social life and outdoor
activities of University students. The researcher used a sample of a hundred Bachelor of Science students. The study revealed
that the use of internet was one of the major factors that affected academic performance and
social life of university students. Further, the research revealed that the number of hours spent
on the internet did affect the Grade Point Average (GPA) of students unless the internet was
used for study purposes. The research noted that most students who achieved good GPA used
internet for academic purposes. The maximum use of internet minimizes the social activities
of the university students. In a similar study, Jacobsen .et. al (2011), examined the effect of
electronic media use on academics and social life among first year university students. The
researcher used time-diary and survey data. The study found that the majority of students used electronic media to mult-task. Regression
analysis showed a negative relationship between usage of various electronic media and first
semester grades. However, there was a positive relationship between the social networking
media use, cell phone communication and face-to-face interaction. Yeshambel et al., (2016)
carried out a related study on the impact of online social networking on employees’
productivity at workplace in Universities. His purpose was to examine the extent to which
social media participation by university employees and its effect on their productivity.
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The study revealed both positive and negative impact on employees’ productivity whereby it
recorded a 68.4 percent observation on employees who spent most of their work time on
social media to enhance their personal networks. However, a positive relationship was
recorded on employees who used social media for seeking and viewing work related
information. The study concluded that employees involve themselves in social media in their
place of work for work and non-work related motives. Social media has the potential to allow
employees to form collaborations and groups for knowledge creation and sharing, better
channels of communication that can be used to enhance employee productivity. Nevertheless,
it can draw employees to addiction that will affect performance negatively and strain the
resources of an organization.In a similar study Xiongfei et.al (2014), the researcher explored the effect of social media on
employee job performance. The purpose for the study was to investigate the influence of
social media on employees’ work performance and the underlying mechanisms for how they
create value at work. The study revealed that social media can promote the formation of
employees’ social capital shown by network created, common dream and conviction, which
sequentially can make possible knowledge transfer, common dream and knowledge transfer
that in turn impacts positive influence work performance. The researcher concluded that, for organizations that want to build information networks in
their place of work, linking experts through various social media sites can successfully
harmonize other knowledge management technology. Therefore, managers should encourage
employees to exploit the benefits that are brought about by social media to promote
knowledge exchange. Moqbel (2016) concurs with Xiongfei’s study where he assessed the
effect of the use of social media sites in the workplace on job performance. The researcher
conducted a survey on 426 full time and part-time employees focusing on the social
networking site use intensity, supposed job satisfaction, perceived organizational
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commitment, malingering, employee turnover, intention, inventive behavior and job
performance. The study findings revealed that social media sites use intensity in the workplace influences
job performance through mediating variables. The researcher further found that job
satisfaction and innovative behavior were very essential factors that directly influenced job
performance. However, malingering, employee turnover intention and institution
commitment did not drastically mediate in the correlation between social media site use
intensity and job performance.1.2 Statement of the problemSocial media has been used as a tool to reinvent the culture of the organization providing
employees with a stage for innovation, collaboration, and communication. For some years
now, employers have had to deal with issues concerning employees’ internet use through
organizational information and communication technology infrastructure. In the
organizational context, the problem associated with social media as well as the nature of the
content on such sites presents employees with a dilemma, hence organizations are slowly
accepting social media as a tool for communication Deans, (2011), Kaplan and Haenlein
(2010), noted that, in recent years, organizations are slowly allowing the use of social media
for a variety of purposes during the work day. A key factor for the organizations’ sense of fear
is that little is known about the effect of social media and potential benefits that can be gained
from social media use. This has led some of the employers to block social media access at the
workplace. However, blocking of social media access has proved to be a costly exercise that
simply does not work.Shami (2009) carried out a study to assess the impact of social media sites on employee
performance, He looked at the effect of networking sites on the privacy and security of an
organization, potential benefits of social media sites and the impact of social media on
employee performance but he did not look at different social media sites independently. In a
similar study, Ashraf (2014) researched on the impact of social media use on employee
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performance, his objectives were to determine the effect of facebook, Twitter, SlideShare and
LinkedIn on employee performance, but he did not look at the effect of WhatsApp on
employee performance. It is against this backdrop the research was carried out to assess the
effect of social media use on employee performance.1.3 Purpose of the studyThe study is important to Rongo University employees, who will use the findings to
maximize the positive effects and minimizes the negative effects of social media, and the
administration for appropriate social media use policy formulation. The findings will also
benefit education policy makers, academicians as a foundation for research and reference.
Lastly, the study will contribute to the existing body of knowledge by being the source of
literature, relationship among the study variables on theories and add to the ever growing
body of knowledge.
1.4 Objectives of the study1.4.1 Overall objectiveThe general objective of the study was the assessment of social media use on employee
performance in public universities, a case of Rongo University.
1.4.2 Specific Objectives
The study was guided by the following specific objectives;
i. To find out the effects of Facebook use on employee performance in Rongo
University.
ii. To determine the effect of LinkedIn use on employee performance in Rongo
University.
iii. To establish the effect of Twitter use on employee performance in Rongo
University.
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iv. To examine the effect of Whatsapp use on employee performance in Rongo
University.
1.5 Research questions
The following questions guided the study;
i. How does Face book use affect employee performance in Rongo University?
ii. To what extent does LinkedIn use affect employee performance in Rongo University?
iii. What is the effect of Twitter use on employee performance in Rongo University?
iv. To what extent does WhatsApp use affect employee performance in Rongo
University?
1.6 Assumption of the studyIt was assumed that all respondents interviewed gave true and honest answers to the research
question.1.7 Scope of the StudyThis study evaluated the effect of social media on employee performance. The researcher
used information from the historical record as well as primary data collected by use of the
questionnaire in an attempt to describe the effect of social media on employee performance.
The study was conducted in Rongo University College which is located in western Kenya,
approximately 400 km from Nairobi along the Kisii-Migori highway.1.8 Limitation of the studyThe research was conducted in Rongo University hence the findings were not easy to
generalize in all public Universities in Kenya. Also, questionnaires were not filled and
returned on time but the researcher made follow up calls to remind the respondents.
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1.9 Conceptual framework
Dependent Variable
Independent
variable``
Figure 2.1 Conceptual Framework Source: (Researcher 2015)
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Facebook use
Creating connections Connecting with, family
colleagues
Employee performance
Productivity Team work Meeting targets commitment
LinkedIn use
Building and maintaining professional connection
Positioning young professional in job market
WhatsApp use
Instantaneous messaging
Information sharing
Twitter use
Online learning
Knowledge sharingIntervening variables
University policies
Budget
Government policies
1.10 Operational Definition of TermsSocial media: Social media is a web service(s) that allow Rongo University College
employees to construct a public or a semi-public profile within a system with
definite boundaries, articulates a list of other participants in the system whom
they share a connection and view and explore their list of connections and of
those made by others in the system.Facebook: Is a social networking website that allows registered Rongo University
College employees to create profiles, upload photos and video, send messages
and keep in touch with friends, family and colleagues.LinkedIn: It is a business-oriented social network site that is mainly used for professional
networking. It allows Rongo University College employees to share work-
related information with other users and keep an online list of professional
contacts. It also allows users to create professional profile highlighting
education and past work experience which makes it appear similar to a
resume.Twitter: It is a microblogging service that allows Rongo University College employees
to send and receive group messages. Messages are limited to 140 characters
and are called tweets.WhatsApp: It is a cross-platform instant messaging application that allows iPhone,
Blackberry, Android, Windows phones and Nokia smart phone users to
exchange texts, images, video and audio messages for free personal and group
charts.Social networking: This is the use of the internet- based social media programs to make
connections with friends, family, classmates, customers, and clients.Web 2.0: This describes World Wide Web site that has user-generated content, usability
and interoperability. It allows users to interact and collaborate with each other
in a social media dialogue as creators of user- generated content in a virtual
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community, in contrast to websites where people are limited to the passive
viewing of content.
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CHAPTER TWO
LITERATURE REVIEW
2.1 Concepts of social media and employee performance
Social media connects people in different inventive ways, which includes, working, playing,
tagging and socializing online. This has demonstrated new forms of collaboration and
communication that were hardly imaginable in the past. Internet plays important role and has
gradually infiltrated into every part of our lives for the reason that of its rich and wide-
ranging resources. Most people spend more time on internet to build some kind of large
social entertainment community and communicate with each other as frequently as possible
with readily access to the internet. The acknowledgment of social media sites for example
face book, LinkedIn, Twitter and WhatsApp has enabled people to connect with much ease
(Ghali , et.al 2014).Shandwick (2014), carried out a study on employees rising: seizing the opportunity in
employee activism, the researcher found that one in five employees is estimated to be an
employee activist, that is, to defend the employer, and another 33 percent have soaring
potential to become employee activists. The research also revealed that, social media is
critical to employee engagement and it fuels activism. It found that 50 percent of employees
post messages, pictures and videos in social media about their employer and more than a third
have shared positive messages or comments online about their employers without any
encouragement from their employers. On the other side, 16 percent of employees surveyed, they did share criticism or negative
comments online about their employers. The research also looked at what drives employees’
activism; it revealed that leadership was the most important factor for influencing employee
activism but not to exclude other organizational activities.
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A third of employers did encourage their employees to use social media to share information
and post messages about the organization .The study further noted that the social media
encouragement has an outsized impact on employer advocacy among employees. In 2014, the
society of Human Resource Management in the U.S.A carried out a study on social media
and its effect on employee productivity; the researcher found out that employers use different
types of social media for several different reasons. Some of the reasons include; employee
engagement and information sharing. For instance, having a company face book page/ blog to keep employees in remote offices
aware of new policies, programmes, advertising to clients, potential customers and disaster
management, and for employment and hiring of new employees .the society also surveyed its
members over a number of years and found that 77 percent of companies surveyed, reported
in 2013 that they used social network sites to employ candidates, having an increase of 34
percent since 2008. In another related study by Sloan (2012), on how social media use affects
the work place, Sloan found that a lot of organizations and agencies use social media sites to
recruit employee; job posting on agency websites or outside websites, are common
recruitment tools. Social media is also used as part of the screening process for applicants. This ranges from
agencies doing Google search of applicants’ name to requiring applicant to provide his/her
username and password to personal social media sites while agencies utilize this type of
information as ingredient of their background examination or hiring process, the researcher
suggests that, organizations and agencies need to be careful to avoid using information found
online against applicant when it cannot otherwise be used in hiring decision. Information
such as that regarding the applicants’ religion, race, marital status or sexual orientation. To
avoid this, the researcher suggests that the organization should make use of a third party to do
investigation on online social networking sites.The researcher further found out that social media can as well be used to provide information
and services to the public and to converse with colleagues and generate efficiencies in the
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work place. In case where an organization has a social site such as facebook or twitter
account, it is common to see posts from members of the public and the current employees
relating to the topic on the organizations’ sites. Awolusi (2012) also carried out a study on the
impact of social networking sites on work place productivity. The researcher examined the
impact of social media sites on workplace productivity and organizational functions such as
brand management, training, communication and recruiting. The researcher further found out that social media sites could have a heavy impact on
organizational productivity outcome in terms of effective collaboration across geographical
and hierarchical work structures, its visibility in the crowded world of electronic commerce
and the market place as well. The researcher recommended that use of social media for both
personal and professional purpose can effectively be used for the benefit of the organization
and the employees as well but issues such as band width capacity, privacy, corporate network
security and costs associated with maintaining a social media site need to be well taken care
of to reduce the cost-benefit trade-offs that come with the use of social media sites. The researcher suggested that a ban on employees on social media use will limit an
organizations visibility in the online world and will as well deprive the organization of the
benefits that social media use provide when used as a productive tool in the workplace to
improve performance. Most organizations are still bargaining whether to allow the use of
social media or not because many organizations are encountering different issues with social
media use, hence, some have implemented policies that affect morale rather than security. In
a study carried out by KPMG International (2011) on social media use in the workplace, the
researcher found some companies have become more open to the idea of allowing social
media in the workplace and there is great cost to the organization for not adapting the trend.
The researcher further found that social media can help establish strong bonds among
employees by providing employees with the capability to understand those whom they are
working with. This will help improve the working relationship and the improvement could
14
lead to gaining a better perceptive of what stimulate the people whom they are working with,
and allow them to share things that motivate them. Understanding other employees is also
vital to creating a relaxed social environment at the workplace. This makes employees to feel
that the office can also be a social and fun environment and will lead the organization to have
happy working environment and thus increase job satisfaction which has a positive bearing
on employee performance.In spite of the much benefit perceived form use of social media sites, there is a growing
concern with regard to the relationship between employees’ social media presence and their
employer, which is inversion of privacy. This may mean that the employees’ life outside the
organization will be under scrutiny because of easy access to what the employees may post
on the internet such as messages, pictures or even videos.( Pavlina S, 2005).The researcher
also found that productivity is being affected by use of social media. He found that social
media use has a negative impact on productivity. Having calculated productivity as being a
function of value divide by time, from the equation, productivity can be increased by
increasing value while reducing the time required creating it. However, social media adds
time and it takes away value.The use of social sites like Face book, Twitter, LinkedIn, and WhatsApp do provide a
valuable tool for identifying prospective employees by searching for detailed credentials but
the inappropriate exercise of information obtained from these sites can be biased since most
individuals’ race, sex, age group, and background can be found from information on these
sites. The researcher suggested that social media should be used as one of the tools used in
recruitment. This technology may be used to boost teamwork among individuals who share a common
interest or goals. Further, Increased cooperation will arouse information sharing among
employees, with the possible effect of improved productivity. On the other hand, the risk
associated with online social networks should be noted such loss of privacy, bandwidth and
storage consumption, exposure to malware and lower employee productivity and the
15
management need to come up with social media use policies that will help minimize the risks
associated with social media use.(Sajim V, 2009).In a related study carried out by the University of Bergen (2014), on use of private social
media and its effects on work performance, the researcher found that use of online social
networks for private purposes during working hours might have a unconstructive effect on
job performance and the interests of an organization. In the study, the researcher assessed the
use of social media sites for private purposes during working hours, whether such use is
related to self-reported work performance, scheming for primary demographic, personality
and work-related variables. The study showed that use of social media during working hours
can impair performance at work and also harm the well-being of the organization. The overall
finding was that, this type of distraction had a negative effect on self-reported work
performance. However, the researcher reported that the effect was regarded as minor enough
to be immaterial, with no sensible importance. The study did not rule out that the use of online social networking sites for personal purpose
stimulated creativity or did inspire some workers or aid performance. The study did not
include use of social media involving communication with workers. In a similar study b
Xiongfei et.al (2014), the researcher explored the effect of social media on employee job
performance. The purpose for the study was to investigate the influence of social media on
employees’ work performance and the underlying mechanisms for how they create value at
work. The study revealed that social media can promote the formation of employees’ social capital
shown by network created, common dream and conviction, which sequentially can make
possible knowledge transfer, common dream and knowledge transfer that in turn impacts
positive influence work performance. The researcher concluded that, for organizations that
want to build information networks in their place of work, linking experts through various
social media sites can successfully harmonize other knowledge management technology.
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Therefore, managers should encourage employees to exploit the benefits that are brought
about by social media to promote knowledge exchange.
2.2 Review of Literature
2.2.1 Theoretical Literature review
2.2.1.1 Connectivisim Theory
Connectivism theory is a learning theory for the digital age. It was propounded by Siemens
(2006). The theory states that knowledge cannot happen as a process of continues knowledge
acquisition but in the course of perpetuation of connections. Continued learning is centered
on the capability to stay linked and connected to digital social networks with which interests
are and can continuously be shared. Connectivism is networking, practical to learning and
knowledge patterns on which we can act, can reside outside of ourselves. This theory is
related to my study in that, when employees use digital tools to connect, they are capable of
reflecting on conversation about and internalize substance in order to learn. The connections
also help employees to develop the ability to create new knowledge at any point in time.
Connectivism theory acknowledges that learning is no longer an individual activity but rather
a process that allows people to flourish in the digital era, (Siemens and Tittenberger, 2009).
The capacity to attach to others and create networks will be more vital as the influx of
information continues to increase.
2.2.1.2 Social exchange theory
Given that all social media are dependent on user providing content, an understanding of the
reasons as to why people partake appears fundamental. This theory was originated from
sociology studies exploring exchange between individuals or social groups (Emerson, 1976).
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The theory mainly uses cost-benefit framework and assessment of alternatives to give
explanation on how individuals communicate with each other, how they form relationships
and bonds, and how communities are formed through communication exchange (Homans,
1958). The theory states that individuals engage in behaviors that are rewarding and stay
away from behaviors that have too high a cost, that is, all social conduct is based on each
individual’s biased evaluation of the cost-benefit of contributing to a social exchange.
Individuals communicate with each other subject on give-and-take actions from the other
communicating party (Emerson, 1976). This theory is related in my study in that, if
employees are going to see benefits when using social media to communicate, then they will
embrace it but if it will prove to be not rewarding then they will not engage in behaviors that
are not rewarding.
2.2.1.3 Social network theory
This theory describes patterns of interactions among people as a graph of connections
(Newman, 2002), with persons being within a network being called nodes and the
relationships between actors being called ties. this ties and nodes constitutes the structure of a
social network and social network theory describes the network structure as resources for
social action, (Burt 1992,).the theory seeks to understand the nature of a network and the
antecedents and consequences of the network at different levels.That is interpersonal, inter-unit or inter-organizational level. Studies have indicated that fast
receipt of resources affects knowledge transfer and task performance. Therefore, if people
will use these networks/connections to access information fast, it will contribute to their
performance. This theory is related to my study in that social media affects communication
and knowledge sharing. If social media sites use enhances communication and knowledge
sharing, then employees’ performance will improve.
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2.2.1.4 Social Cognitive theory
This is a psychological model of behavior that emerged primary from the work of Albert
Bandura (1977; 1986). It was developed having importance on the attainment of social
behaviors. Social Cognitive theory continues to emphasize that learning occur in a social
environment and much of what is learnt is gained through observation. The theory is based on
several fundamental assumptions about learning as well as behavior. The first assumption is
that, personal, behavioral and environmental factors manipulate one another in a
bidirectional, give-and-take fashion, that is, a person’s on-going functioning is a product of a
nonstop contact between cognitive, behavioral and contextual factors.The second assumption is that, people have an agency to control their behavior and the
environment in a decisive, goal-directed fashion. (Bandura, 2001). The belief conflicts by
previous form of behaviorism that advocates a more thorough form of environmental
determinism. The social cognitive Theory does not contradict the significance of the
surroundings in determining behavior, but it argue that people can as well, through foresight,
self-examination, and self-regulatory processes exert substantial influence over their own
outcome and the surroundings more broadly. The third assumption is that, learning can occur without an instant change of behavior or
more broadly that learning and the demonstration of what has been learnt are distinct
processes. This theory also assumes that learning involves not just the acquisition of new
behavior but also of knowledge, cognitive skills, conceptual rules, principles, concepts and
further cognitive constructs. This division of learning and behavior is shift from the position
advocated by behavioral theories that defined learning stridently as a change in the form of
behavior. In relation to this theory, social media does help people to learn and even influence
the environment in which they interact with. Since personal behavior and environmental
factors affect ones’ behavior, then social media has the capacity to change peoples’ behaviors
and the environment in which they interact with.
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2.2.2 Empirical Review of Literature
2.2.2.1 Facebook Use and the relationship with employee performance
Aguenza (2012) carried out a study on the effect of FaceBook use on productivity in the
workplace, looking at the challenges and constraints. The researcher found that the use of
Facebook has a positive impact on employee productivity, two-way communication and
effective collaboration. He recommended that organizations should establish appropriate
policies at the workplace and determine how much use will be made of Facebook for job
purposes. The researcher further recommended that organizations should work with, not
against Facebook and other social media sites because organizations that fight the advancing
of technology are combating a losing battle.Ashraf (2014) conducted a study on the impact of social networking on employee
performance, the researcher examined the impact of social media like Facebook, Twitter,
SlideShare and LinkedIn on employee performance, the researcher analyzed data using
correlation and regression analysis.Ashraf found out that social networks affect working situations of employees. Social network
affects employees’ skills/ability correlation and knowledge, qualification, productivity and
motivation level. The researcher further found that motives of using social media are different
from one person to another. Further, the researcher found that people do connect to LinkedIn
for professional purposes, Facebook and MySpace for personal motives, Twitter for social
networking, personalized Blogs for personal thoughts and viewpoints. The researcher
concluded that, motives of using social media can be different but the ultimate logic of
connecting is building social contacts and sharing. In a similar study, Karanja, (2013) studied the effects of social media use on employee
performance, having a target population of 130 employees and taking a sample of 60
respondents. The researcher analyzed data using frequency tables, descriptive statistics, and
percentages. Karanja found that social media was applied more for social purposes rather
20
than transacting daily business transactions during working hours. The researcher further
found that employees did not use social media to respond to work-related issues while
Profession oriented sites were not popular among employees as those sites that were intended
for social use. The researcher recommended that, organizations should consider developing and
implementing unambiguous and all-inclusive, adequate policies in attempt to deal with social
media and the organizations should establish strategies to address social media issues such as
personal usage, business relevance, site restrictions and information discretion devoid of
restricting individuals from benefit both personally as well as professionally from this social
web technology. In a similar study By Wipro (2012), noted that social media has contributed
immensely as a tool for communication and collaboration leading to real-time, innovative
methods to reach a large number of employees with similar or dissimilar interests. The majority of leading organizations in India are venturing into new pastures for employee
communication, engagement, collaboration and other areas of human resource (Wipro
2012).Face book statistics from AT & T, ( 2008) listed South Africa as the sixth worldwide
which has more active facebook users. For South Africa to be in the list of top ten countries
outside the USA, Canada, and the United Kingdom proves that the phenomenon of social
networking is just as much a timely issue here as anywhere else. In a similar study, Michael
et.al (2013) carried out a study on the effect of social media in today’s workplace. The study examined the use of social media such as Facebook, at workplace, whether the use
of social media sites at workplace was a distraction or it did provide a boost to employee
productivity and whether employers should discipline employees for what they post on their
Facebook profiles. The researcher conducted a survey on the University undergraduate
students and the professors about the use of facebook while working. The researcher also
examined the effect of Facebook postings outside work. The researcher found that, Facebook
postings could jeopardize a position at the workplace. The study concluded that social media
sites use is a threat to productivity at the workplace but there is higher expectation that
21
monitoring of social media communication by employer will benefit the organization and the
employees at large. Bhanot, (2012) examined the impact of social media on company performance; he
interviewed 25 social media experts and found that social media can be used for internal
communication as well as a method of engaging with both the existing and the potential new
customer. He argued that the business context has been revolutionalized by the arrival of
several sites such as LinkedIn, Facebook, Twitter and much more. He concluded that
companies that invest early to harness the power of social media claim higher returns, with
even greater gains predicted to be on the way. Harmon (2011), a social email provider carried
out a study on social network and productivity, he surveyed 515 IT users. The main purpose was to better understand the impact that electronic distractions had on the
workplace. He found that 57 percent of work interruptions involved either use of social
networks for texting messages, facebook and internet searches. The remaining 43 percent of
workplace distractions came from activities such as phone calls, talking with co-workers and
impromptu meetings.45 percent of employees surveyed reported that they could work
uninterrupted only for 15 or less minutes and 53 percent wasted at least one hour each day
due to all types of distractions. He also found that some employees were addicted to web-
based activities and that, 2 out of 3 people tuned out of face-to-face meetings to communicate
digitally with someone else. He suggested some strategies that the organization can use to
minimize distractions at work. One of the strategies is to enforce policies and technology to minimize distraction at work,
monitor usage patterns, provide training, provide venture collaboration windows and institute
no facebook days. In a related study, Gaudin (2009) found that companies that allow users to
access facebook in the work place lose an average of 1.5 percent of total employee
productivity. In a related study, Nuclear research (2008), they did a survey of 237 employees
which found that 77 percent of employees who have a facebook account access their accounts
during working time and ‘some’ of the workers use social networking sites in so far as two
22
hours daily at work. Of those using facebook at work, 87 percent had no clear business reason
for using the site. They suggested that restricting facebook can reclaim lost productivity.
2.2.2.2 LinkedIn Use and employee performance
Technology has changed the way business operates and this has been evidenced in that, over’
200 million businesses have a company page on LinkedIn whereby most businesses rely on
LinkedIn to update for their followers on the current events that are happening either within
the company or their industry. Keels (2003) assessed the effect of social media use in organizations; his objectives were; to
determine how social networks are used, if its use enhances or reduces output and how
organization-friendly design and use might advance He examined the attitudes and behavior
in a Large Techno-savvy organization through a broad survey and 30 focused interviews. He
found that extensive social and work uses with complex patterns that differ with a software
system and networker age. He found that LinkedIn was used by recent students, young
professionals and older professionals. LinkedIn focused on professional information,
encouraged users to construct abbreviated curriculum Vitae and to establish connections. LinkedIn was also useful for it positioned young professionals in job markets, used to build
and maintain external professional networks while Facebook was used to connect with
friends, family, and colleagues. Karanja (2013) also studied the effect of social networking on
employee performance. His objectives were; to determine the effect of social networks on job
relationship, the legal implication of social networks and the ethical implication of social
networks. His target population was 130 and chose a sample size through random sampling of 60
respondents. He found that social networks were applied more for social purposes than to
transact daily business transactions during the work time. He further found out that
employees did not use the site to correspond to work related issues such as responding to
customers’ questions and that LinkedIn and other professional sites were not popular among
23
employees as compared to sites that were meant for social purposes. The study suggested that
organizations should consider developing and implementing clear and comprehensive
acceptable policies when attempting to deal with social media.
Shami (2009) carried out a study the impact of social media participation on job
performance, he used a study of 75,747 employees of a large global company in the course of
three years, and he found that social media usage through forums and status updates is
positively associated with performance ratings. He further found that amplified social
participation is not connected with decrease in performance. He recommended that research
should be done to examine potential benefits of social media use in organizations.
2.2.2.3 Twitter use and employee performance
Parise, Whelan, and Todd (2015) examined the impact of twitter on new ideas generation, the
study took a period of five years studying ten groups of employees across five companies in a
range of industries. They found that the employees who use Twitter were more innovative.
They used twitter to share content with the appropriate internal stakeholders. Omekwu (2014)
carried out an investigation on the use of Twitter among the undergraduate students of the
University of Nigeria. His objectives were; to ascertain the various categories of social
networks used by UON, to examine the extent of usage of social networks, to examine their
purpose of using social networks and to determine the benefits of using the social network.
He had a sample size of 150 respondents who were selected randomly. He used the mean to analyze data. The study revealed that frequently, students use social
networks for interaction with friends, connecting with their classmates for online study and
for discussing national issues. He further found out that there are benefits and dangers
associated with the use of social media. He recommended that universities authorities should
organize seminars to enlighten the students in the not-so-good aspects of social media. Gakui
24
et al (2013) assessed the effect of social media participation in the workplace on employee
productivity. They used a randomly selected sample from a population that had internet
connectivity at their place of work. Analysis of variance (ANOVA) test and Pearsons correlation was undertaken to ascertain the
degree of relationship between the variables. The researchers found both the positive and
negative relationship between social media involvement and employee output. This negative
relationship was however found to be stronger as employees spent most of their time on
Twitter enhancing personal networks. Positive relationships exist in employees’ use of twitter
in the workplace for both work and non-work related activities. He further found out that Twitter has the potential to allow employees to form collaborations
and communities for knowledge creation and sharing enhanced channels of contact which
improve employee productivity. However, it can draw employees into an obsession that
distracts performance in addition to straining the enterprise resources. He recommended that
organizations should come up with policies that will regulate the use of social media in the
organization during working hours.
2.2.2.4 WhatsApp Use and the relationship with employee performance
Technology is evolving at a very fast rate and what most people did not even imagine could
be existent a few years ago is now becoming a certainty. WhatsApp is one of the changes in
technology that is frequently used on definite mobile phones and computers. Yalcinalp and
Gulbahar (2010).He articulates that, the value of these applications encourage learners to
learn by anticipating needs, make collaborative learning efficient and effective, build
relationship that stimulates learner-to-learner for consistent and progressive learning.Most people think that social media sites such as facebook, twitter, WhatsApp and LinkedIn
as time wasters. Nevertheless, several studies have made known just the opposite .By means
of social media may actually increase employee productivity. An employee who uses social
media is 9% more productive than those who do not (Fahmy, 2009).
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Employees who are social by nature are connected to other people through social media and
are better persons in the workplace, which means that they are skillful at interacting with
other employees and have ability to solving problems. In a similar study by Faymy, (2009) he
found that 70% who accessed the internet for personal use resulted in sharpened employees’
attentiveness .it is assumed that by taking short breathes; the brain will be refreshed and
renewed. Yusman(2014) attempted to study the impact of WhatsApp media usage on
students’ performance in tertiary institutions in Ghana. His objectives were; to evaluate the degree of the negative impact of WhatsApp messenger
on student performance, to determine the relationship between the use of the application and
academic performance and to give recommendations for overcoming these problems. Yusman
found out that, WhatsApp took much of students time, resulted in procrastination related
problems, destroyed student spellings and grammatical construction of sentences, led to a
lack of concentration during lectures, resulted in difficulty in harmonizing online activities
and academic research and distracts students from completing their assignments and adhering
to their private studies timetable. They recommended that tertiary institutions should intensify
guidance and counseling sessions in their respective in institutions.In a similar study, Nur-Alan &Abudullah (2011) studied the impact of WhatsApp mobile
social learning on the achievement and attitude of female students compared with face-to-
face learning in the classroom, he conducted an experiment comparing an independent
sample of students in an experiment group with a control group. The E-learning process of
the experiment group was based in WhatsApp mobile learning activities. They used T-test to
evaluate the differences among the experimental group and the control group. It showed that
there was a real difference, at 0.05 alpha level, of the achievements and attitudes of the
experimental group compared with the control group.
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2.2.2.5 Employee performance and social media use
Employee performance is very essential in the success of any organization. Accomplishment
relies on employees’ inventiveness, dedication and originality. As Vroom (1964) elucidates,
employee performance is based on individual factors that is, Knowledge, personality,
abilities, skills and experience. In a research carried out by Survey (2013), on the impact of
employee engagement on worker performance, the researcher found that employee
commitment drive performance through improving association, efficiency, security and
productivity. He further found that engaged employees work to contribute positively to the success of the
organizations, and they care about their organization. They are also less likely to leave the
organization for other jobs, they are likely to work faster, better and more safely and they are
focused on the customers’ experience, ensuring that customers are happy and profits are
maximized. In a similar study carried out by Ekit (2010), the researcher examined the effect
of motivation on employee performance in an institution. Her objectives were, to find out
how organizations motivate their employees, the role of motivation on employee performance
and the relationship between motivation and employee performance. She established that Institutions use differing means of motivational tools in motivating
employees. Some of tools included; helping employees to perform their work, maintaining a
healthy employee/employer connection motivating employees to execute their work
proficiently helping employees resolve their individual problems, encouraging collaboration
and improving employee morale at the workplace. This will help employees perform better
hence improving the overall organizational performance. If social media could be used to
maintain a healthy employer/employee relation, encourage teamwork and improve employees
morale in the workplace hence improved employee productivity.In a similar research by Adbullahi (2010) he looked at the impact of employee motivation on
employee performance. His objectives were to investigate whether there is a relationship
27
between, employee performance, employee motivation and job satisfaction. He used
quantitative data and he analyzed it using descriptive statistics that is frequency and tables to
describe the respondents’ profile. He also used a correlation and multiple regressions for
inferential statistics and Pearson correlation to measure the significance of linear between the
independent and dependant variables. Adbullahi found that motivation has powerful positive
influence on employees’ performance more than job satisfaction. There was low significant
on job satisfaction rather than on influence on employees’ performance.Daft et al., (2007) carried out a study on the message equivocality, media selection and
management performance and its implications for information systems. The researchers
studied middle-level and upper-level managers to understand managers’ selection of
communication media. The findings indicated that, selection of media varies in their capacity
to convey information. Most managers preferred rich media for ambiguous communication
and they selected less rich media for unequivocal communication. The findings further
suggested that high performing managers were more sensitive to the relationship between
message ambiguity and media richness than those managers who performed dismally.In a related study, Moqbel (2012) examined the effect of the use of social media networking
sites in the workplace on job performance. the researcher’s variables were; social media
effects on, job satisfaction, employee turnover, organizational commitment, innovative
behavior and job performance. He did a survey on 426 full and part-time employees. The
findings showed that social media use intensity negatively affected employee work-related
outcomes including work productivity through mediating variables.
In addition, job satisfaction and innovative behavior were found to be important factors that
did influence job performance. However, turnover intention, absenteeism and commitment of
the organization did not significantly intervene in relation to social media use intensity and
job performance. Paul .et .al. (2013), explored the use of company Information Technology
resources as well as other mixed forms of personal Informational Technology resources and
28
work-related media use. The researchers carried out interviews with 14 employees in
different companies. They used grounded theory approach to examine the blurring of
boundaries between work and private life. The study found out that different attitudes of
employees towards work-life blurring and they suggested that the social and mobile
Information Technology does have a catalyst role in the process.In a similar study, Hassan et al., (2015) examined the effect of the dimensions of social media
use on job performance. The researchers used a technology lens to study the effect of three
categories of social media use, that is, social, herodic and cognitive on job performance as
mediated by the three dimension of social capital. The study was conducted through a large
scale survey within a multinational information and technology company. The study found
that social and cognitive uses of technology were shown to have a positive relationship
although it indirectly affects employees’ routine and innovative job performance. however,
hedonic use of technology, in spite of having a direct negative impact on routine
performance, the study showed that it positively contributed to the development of social ties,
leading to mitigating positive influence on innovative performance.
2.3 Knowledge Gap
Under the empirical review of literature in my study, Ashraf, (2014) studied the impact of
social networking on employee performance; he looked at the impact of social media like
Facebook, Twitter, SlideShare and LinkedIn on employee performance. He analyzing his data using correlation and regression analysis, but he did not look at the
effect of WhatsApp on employee performance. Gonzales, (2013) in his research on the
impact of social media on socialization and employee commitment, he conducted a survey,
administering it to 458 IT employees of a large financial institution. In this study, Gonzales
looked at the potential benefit of social media only in line with socialization but did not
explore the effect of the different types of social media, such as Facebook, Twitter, LinkedIn,
29
and WhatsApp, on employee performance. Shami, (2009) assessed the impact of social media
sites on employee performance, he looked at the effect of networking sites on the privacy and
security of an organization, potential benefits of social media sites and the impact of social
media on employee performance but he did not look at different social media sites
independently.
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CHAPTER THREE
RESEARCH METHODOLOGY3.1 Geographical Description of the study area
The study was conducted in Rongo University which is in Migori County in the western region
of Kenya. It is approximately 400 kilometers from Nairobi along Kisii –Migori highway.
3.2 Research Design
The study adopted a descriptive research design; Descriptive research design aims at observing,
telling and documenting characteristics of a circumstance as it naturally occur rather than
explaining them. The research had an advantage of producing a good amount of responses from a
wide range of people. It also provided a more accurate picture of events at a point in time. In this
context, the description of variables and phenomenon was based on the views, opinions and
responses provided by the respondents without manipulating their situations.
3.3 Target Population
The target population of the study was 497 employees of Rongo University. These encompass
teaching and non-teaching from all departments who are employed on permanent and on contract
basis. According to Ngechu, (2004), a study population is well-defined as a set of people, group
of things, households, firms, services, elements or events which are being investigated. Thus, the
population should fit a certain specification which the researcher will study.
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Table 3.1 Target population
S.No Staff No. of staff1 Teaching staff 1392 Non-Teaching staff 358Total 497Source: researcher (2015)
3.4 Sample Size and Sampling Techniques
A sample design is a sketch for obtaining a sample from a given population. This refers to the
procedure the researcher would use in selecting items for the sample from the population
(Kothari, 2004). A sample design is determined before data is collected and comprises of sample
size, sample frame and sampling technique including the parameters of interest in the study. The
intention of sampling is to get a representative collection which enables the researcher to gain
information about the entire population when faced with restrictions of time and funds. The
target population was stratified into teaching and non-teaching and then the sample was selected
from the stratus using random sampling technique. The total sample size was 136 employees of
which 58 were teaching staff (those employed on permanent or on a contract basis, excluding
part-timers)and 78, non-teaching staff. According to Nassium (2000), the sample size can be
determined by;n=NC 2
C2+ (N-1) e2
Where C- Coefficient of variation (0.5),e- Level of precision (0.05)Sample from teaching, 139×0.52/0.52+ (139-1)0.052
Non-teaching staff, 358×0.52/0.52+ (358-1)0.
Table3. 2 sample size
S.No Staff population sample size
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1 Teaching staff 139 582 Non-Teaching staff 358 78Total 497 136
Source: researcher (2015)
3.5 Data collection Instruments
The study used primary data that was obtained through a self-administered questionnaire. The
questionnaire had open-ended and closed questions which were based on a 5 point Likert scale
where 5 represented strongly agree (SA), 4; agree (A), 3 neutral (N), 2 disagree (D), 1; strongly
disagree (SD). The closed questions enabled the researcher to collect quantitative data. The
questionnaire was divided into two sections; section one was concerned with the general
information about the respondents and section two, dealt with the effect of social media on
employee performance in Rongo University. Secondary sources of data were consulted as well.
3.5.1 Validity of instruments
The validity test showed the extent to which set of measures correctly represents the concept of
the study. The validity of the questionnaire was established in two ways; face validity where, a
pilot study was conducted in Kisii University, where some employees were given the 14
questionnaires to fill randomly to find the question interpretation perception.
33
According to Mugenda and Mugenda (2003), 10 percent of the sample to be considered is
sufficient for a pilot study. Content validity where supervisors were given questionnaires to go
through and made suggestions on the adjustment to be made.
3.5.2 Reliability of Instruments
The questionnaire was pre-tested to determine its reliability. Reliability of the questionnaire
items was determined using test-retest method by 14 respondents from Kisii University whereby
they were given the same questionnaire at different times to ascertain consistency. Reliability is a
measure of the degree to which research instruments yield consistent results (Fairchild, 2002).
Before conducting any analysis, the study evaluated whether instruments were reliable and valid
in order to enhance the accuracy of their assessment and evaluations. According to Field (2005),
a Cronbach Alpha that is greater than 0.7 implies that instruments given have a good measure.
The Table 3.3 indicates Cronbach’s alpha coefficient for root constructs (independent and
dependent variables).
Table3. 3 Cronbach’s Alpha Index
Scale No. of items Cronbach’s Alpha
Facebook 9 0.764
LinkedIn 12 0.789
WhatsApp 11 0.836Twitter 16 0.972Employee performance 6 0.788
From the study results, the variables had 9, 12, 11, 16 and 6 items having Alpha index of 0.076,
0.789, 0.836, 0.972 and 0.788 respectively. It was shown that Facebook, LinkedIn, Twitter,
WhatsApp and employee performance had reliable coefficients and since their Alpha index was
34
more than 0.7, they were valid. The pilot study results were not included in the final data analysis
of this study.
3.6 Data collection procedure
Before collecting data, the researcher acquired various relevant permits. The researcher issued
the questionnaires using drop-and-pick after 5 days. To ensure that the respondents filled the
questionnaires on time, the researcher made a follow-up to know the progress.
3.7 Data Analysis and presentation
Data collected was sorted and edited as the first step towards analysis to minimize errors. The
data was coded and analyzed using statistical package for social science. Analysis was done
using descriptive statistics such as averages, standard deviation, percentages and inferential
statistics (Binary regression) to measure the relationship between the dependent and independent
variables. The study assumed a linear relationship between the independent variables and the
dependent variable following a Binary regression model
Y= X1+X2+ X3 + ……………………………………………Equation
Where: Y is the dependent variable (Employee performance), X1= Facebook use, X2= LinkedIn
use, X3= Twitter use, X4 =WhatsApp use
Data was presented using frequency tables and figures which were run using statistical Package
for social science (SPSS) Version 20.
35
CHAPTER FOUR
STUDY FINDINGS AND DISCUSSIONS
4.1. Response Rate
Table 4.1 Response Rate
Respondents Frequency Percentage (%)
Respondents 113 83
Non-Respondents 23 17
Total 136 100
Source: researcher 2016A total of 136 questionnaires were issued and to ensure the research yielded 100% response rate,
the researcher used drop-and-pick method and did make a follow-up to ensure that the
respondents did fill the questionnaire. Out of the total questionnaires distributed, 113
questionnaires were filled and returned resulting into a response rate of 83 percent. However, of
the returned questionnaires, two had errors and were not considered fit for analysis. Majority of
them were within the university and in their respective departments especially the head of
departments. However, following Sekaran (2000) and Cooper and Schindler (2003) a response
rate of above 30% or 40% of the total sample size are sufficient enough to guarantee
generalization of the characteristics of a study problem.
4.2. Demographic characteristics
The study considers various descriptive statistics considered include frequencies, the mean
(percentages), standard deviation and the range. The various responses have been presented in
36
frequency tables and then a summary is made thereafter in relation to the usage of the socio
media.
4.2.1: Gender
In Table 4.2 below, the study shows the gender distribution of the respondents. The study found
out that out of 111 respondents, 60.4% were male while 39.6% were female.
Table 4.2 Gender Distribution
Gender Freq. Percent Cum.
Male 67 60.4 60.4
Female 44 39.6 100.00
Total 111 100.00
Source: researcher 2016This implies that most departments are dominated by men having a percentage of 60.4.
4.2.2: Age
In terms of age distribution, Table 4.3 shows that most respondents at the university were on
average 29 years. Further, the study analyzed age in four different age groups of fifteen years
difference. It revealed that most employees were between the age group between 31 years and 45
years with 46 observations with a percentage of 41.4. This implies that most employees in Rongo
University are of middle age from the departments surveyed. Also the age group of between 15-
30 years had 40 observations with a percentage of 36.1. This implies that the number of younger
generation was also high. Other details are as presented in table 4.3;
37
Table 4.3 Age categories
Categories in years Observations Percentage Mean
15-30 40 36.1 31.1111
31-45 46 41.4 36.72727
46-65 14 12.6 26.86486
66 and above 11 9.9 22.40909
Overall age distribution 111 100 29.0625
Source: researcher 2016
Under the age group of 66 years and above, the number of observation was low, that is, 11
observations with a percentage of 9.9. This implies that there are a few elderly people working in
Rongo University.
4.2.3: Education Levels
Education level was assessed with consideration of the highest academic level achieved by the
respective respondent. Figure 4.1 below shows the distribution of highest level of education. The
study revealed that all respondents had more than diploma education levels. There was no one
with less than diploma education. Approximately 0.9% had diploma education, 5.4% had degree
education level while 91.9% of the respondents had postgraduate (masters and above) education
levels. This implies that all the respondents were well educated; hence they were at a better
position to read, understand and answer the questions well.
38
Source: researcher 2016
Figure 4.1 Highest academic levels
4.2.4: Working Experience
Similarly, the years of working in current position which is proxied as the working experience is
as indicated in Table 4.4 below. It is shown that most respondents had worked in their current
position between one and three years with a higher percentage (65.75%). The lowest worked
duration reported was of 6 years and above where it recorded a percentage of 18.02. This implies
that most of Rongo University employees were in the early years of their career.
39
Table 4.4 Years in current position
Working experience (years) Freq. Percent Cum.
Between 1 and 3 years 51 45.95 56.61
Between 3 and 6 years 30 27.03 89.91
6 and above years 20 18.02 100.00
Total 111 100.00
Source: researcher 2016
This implies that most of the respondents have worked in their current position in less than 3
years while a few have worked in their current positions for more than 6 years.
4.2.5: Sites with Accounts
In this section, respondents indicated the social media sites which they have an account with.
The study revealed that 31.2%, 20.0%, 17.9%, and 30.9% were realigned based on the four sites
(Facebook, LinkedIn, Twitter and WhatsApp) respectively. The frequency is as indicated in Table
4.5 below;
Table 4.5 Sites with account
Account Freq. Percent Cum.
Facebook 103 31.2 31.2
LinkedIn 66 20.0 51.2
Twitter 59 17.9 69.1
WhatsApp 102 30.9 100.00
Total 330 100.00
Source: researcher 2016
40
This implies that most employees have facebook and WhatsApp accounts while LinkedIn and
Twitter were not popular among the employees.
4.2.6 Accounts used daily
Lastly, this section focused on the social media accounts that the employees used daily, the study
revealed that most employees used Facebook and WhatsApp on a daily basis having an
observation of 74 and 73 and a percent of 35.58 and 35.09 respectively.Table 4.6 Accounts used daily
Account Freq. Percent Cum.
Facebook 74 35.58 35.58
LinkedIn 25 12.02 47.6
Twitter 36 17.31 64.91
WhatsApp 73 35.09 100.00
Total 208 100.00Source: Reseacher 2016
On the other hand, Twitter and LinkedIn were not popular among employees having observation
of 36 and 25 with percentages of 17.31 and 12.02 respectively.
4.3 Role of Facebook use
This section provides an analysis of facebook use on employee performance in Rongo University
in Migori County. To determine the effect of facebook on the performance of employees in
Rongo University, participants were requested to respond to a set of statements on five point
likert scale. The first statement was on whether employees utilize facebook to create new
connections. As shown in Table 4.6, majority (41 .7%) of the respondents were in agreement
41
with statement while 23.3 % were neutral 21.4% strongly agreed while 7.8% and 5.8%
respondents took a divergence of opinion respectively. The mean of 3.651 also indicated that
majority of the participants were in agreement with the statement. The standard deviation of
1.082 indicated that the responses did not vary more from the mean score.
Table 4.6 Facebook usage
Respondents’ Opinion Items S.A A N D S.D Mean Std. Dev.
Create new connections 103 21.4 41.7 23.3 7.8 5.8 3.651 1.082
Connect with family and
friends
103 23.3 36.9 25.2 9.4 4.9 3.641 1.092
Collaborate with
colleagues
103 18.4 23.3 35.9 14.6 7.8 3.301 1.162
Upload and down load
photos and videos
103 14.6 40.8 23.3 9.7 11.7 3.369 1.196
Keep in touch with my
colleagues
103 20.4 44.7 20.4 7.8 6.8 3.641 1.101
Knowledge sharing 103 19.4 24.3 35.0 14.6 6.8 3.349 1.152
Chatting with friends 103 22.3 36.9 25.2 9.7 5.8 3.602 1.114
Information sharing 103 25.2 43.7 14.6 9.7 6.8 3.709 1.152
Source: researcher 2016The respondents’ opinion was sought whether they use facebook for connecting with family and
friends. The mean score of 3.641 that’s 36.9% indicated that majority of the participants were in
agreement with their response to the statement that they use Facebook to connect with family
and friends. The standard deviation of 1.902 too did not indicate much variation from the mean
score. The third statement was whether the respondents use facebook to collaborate with
42
colleagues, 35.9% of the respondents were neutral to the statement with a mean of 3.301 and
standard deviation of 1.162. As per the fourth statement whether the participants use facebook to upload and download videos
40.8% of the respondents indicated that majority of the respondents were in agreement with the
statement 23.3% remained neutral to the statement while 14.6%, 9.7 and 11.7 had divergence of
opinions. The mean of 3.369 also indicates that, majority of the respondents were in agreement
with the statement. The standard deviation of 1.196 indicates high variations from the mean
score.Further, on the opinion about whether the respondents use facebook to keep in touch with their
colleagues, 44.7% of the respondents indicated that they were in agreement with the statement
while 20.4% are equally neutral and strongly in agreement respectively. The rest of the
respondents have a divergence of opinion on the statement. The mean score of 3.641 also
indicated that, majority of the respondents were in agreement with the statement. The standard
deviation of 1.101 did vary from the mean score. As to whether the respondents use facebook on
knowledge sharing, 35.0% of the respondents were neutral with the statement that they use
facebook for knowledge sharing. This gives an impression that, the respondents could be using
facebook on other use as indicated by the divergence of respondents. The mean of 3.349 also
indicates that, majority of the respondents were neutral with the statement. This is also reflected
with the standard deviation of 1.152 which did not vary much from the mean score. Respondents
were asked whether they use facebook on chatting with friends, 36.9% of the respondents were
in agreement with the statement while the rest of the respondents had a divergence of opinion on
the statement.. The mean of 3.602 indicated that the majority of the respondents were in
agreement with the statement. The standard deviation of 1.114 showed that there is high variation
from the mean score. .
43
On whether the respondents use facebook in information sharing, 43.7% of the respondents were
in agreement with the statement that they use facebook in sharing information while the rest of
the respondents had divergence of opinion on the statement. The mean score of 3.709 indicated
that majority of the respondents had a divergence of opinion on the statement. The standard
deviation of 1.152 indicates high variation on the response on the statement. The findings
indicate that most employees of Rongo University used facebook more for information sharing.
This study concurs with the findings of Omenku (2014), who carried conducted a study on the
effect of social media on employee productivity, he found that Facebook had direct response to
the need to offer adequate information, communication, dissemination, mobilization and
discussing of a wide range of information. Xi. Zhang had the same findings that Facebook had a
positive impact in knowledge sharing social network ties. Also the study recorded a higher mean
on the use of Facebook to create new connections. These findings concur with the findings of
North (2010), who that Facebook is considered by most employees as worthwhile in the
organization since it helps them to create and maintain new connections.
4.4 LinkedIn use
This section provides an analysis of LinkedIn use on employee performance in Rongo University
in Migori County. To determine the effect of LinkedIn on the performance of employees in
Rongo University, participants were requested to respond to a set of statements on five point
likert scale. The first statement was on whether employees utilize LinkedIn in building and
maintaining professional connections. As shown in Table 4.9, 50% of the respondents to the
statement were in agreement to the statement while 34.8% of the respondents strongly agreed to
the statement, 9.1% of the respondents were neutral to the statement while 3.0% had equal
44
opinions of disagreeing and strongly disagreeing respectively. The mean score of 4.1061
indicated that majority of the participants were in agreement with their responses to the
statement. The standard deviation of 0.91364 also indicated that majority of the responses did not
vary much from the mean score. The second statement sought to determine whether employee
use LinkedIn to keep in touch with friends and colleagues, 34.8% were in agreement to the
statement, 25.8% took a neutral position on the use of LinkedIn to keep in touch with friends and
colleagues while 18.2% strongly disagreed with the statement, 10.6% of the respondents had
divergence of opinion of strongly and disagreeing to the statement that they use LinkedIn to keep
in touch with colleagues respectively. The mean of 3.0909 suggests that majority of the
participants were in agreement with the statement. The standard deviation of 1.27373 indicates
that the responses did not vary more from the mean score.
Table 4.7 LinkedIn Usage
Respondents’ opinionItems SA A N D SD Mean Std Dev
Build and maintain professional
connections
66 34.8 50.0 9.1 3.0 3.0 4.1061 0.91364
Keep in touch with friends and
colleagues
66 10.6 34.8 25.8 10.6 18.2 3.0909 1.27373
Career improvement66 18.2 50.0 18.2 9.1 4.5 3.68818 1.02521
Job search66 24.2 45.5 18.2 3.0 9.1 3.7273 1.14416
Knowledge sharing66 19.7 33.3 28.8 9.1 9.1 3.4545 1.17907
Positioning myself in job market66 15.2 18.2 33.3 21.2 12.1 3.0303 1.22750
Information sharing66 25.8 39.4 16.7 10.6 7.6 3.6515 1.19605
Collaborate with colleagues66 27.3 34.8 15.2 12.1 10.6 3.5606 1.30241
45
Source: researcher 2016
The respondents’ opinion was sought whether they use LinkedIn on career improvement, 50.0%
majorities of the respondents were in agreement with the statement, and 18.2% had divided
opinion between strong agreement and neutral opinion on the statement that they use LinkedIn
on career improvement, 9.1% of the respondents disagreed with the statement while 4.5% of the
respondents strongly disagreed with the statement.. The mean score of 3.68818 indicates that
majority of the participants were in agreement with their response to the statement. The standard
deviation of 1.02521 too did not indicate much variation from the mean score. As per the
statement whether the participants use LinkedIn to search jobs online, 45.5% majority of the
respondents agreed with statement while 24.2% had a strong agreement that they use LinkedIn
on job searching. The mean of 3.7273 indicated that, majority of the respondents were in
agreement with the statement. The standard deviation of 1.14416 indicated high variations from
the mean score.Further, on the opinion about whether the respondents use LinkedIn in sharing knowledge, there
was divergence of opinion where 33.3% of the respondents were in agreement to the statement
while 28.8% were neutral to the statement. The mean score of 3.4545 indicated that, majority of
the respondents had a divergence of opinion on the statement. The standard deviation of 1.17907
also indicated high variation from the mean score. As to whether the respondents use LinkedIn in
positioning themselves in the job market, 33.3% of the respondents were neutral to the statement
while 21.2% disagreed with the statement. The mean of 3.0303 indicated that, majority of the
respondents had a divided opinion on the statement. This is also reflected with the standard
deviation of 1.19605 which did not vary much from the mean score. On the statement whether,
respondents’ use LinkedIn in sharing information, 39.4% of the respondents were in agreement
that they use LinkedIn on sharing information while 25.8% of the respondents had a strong
46
agreement with the statement and the rest of the respondents having a divergence of opinion on
the statement. A mean of 3.6571 indicated that the majority of the respondents were in agreement
with the statement while a standard deviation of 1.19605 indicated divergence of opinion from
the mean score. Finally, respondents were asked whether they use LinkedIn in collaborating with
colleagues and 34.8% majority of the respondents were in agreement to statement. The mean
score of 3.5606 indicated that majority of the respondents were in agreement with the statement.
The standard deviation of 1.30241 indicated that there is low variation from the mean score.
4.5 Twitter use
The study sought to establish the effect of twitter use on employee performance in Rongo
University in Migori County. Table 4.7 shows twitter usage among employees of Rongo
University. The respondents were asked whether they use twitter to create new connections and a
mean of 2.072 indicated that majority of the respondents were had divergence of opinion on the
statement. The standard deviation of 1.006 also indicates high variation from the mean. The
respondents were asked whether they use twitter to keep in touch with friends and colleagues ,
the mean of 2.454 indicates that majority of the respondents were in agreement with the
statement. The standard deviation of 1.186 indicates more variation from the mean score.
Table 4.8 Twitter usage
Respondents’ opinionItems SA A N D SD Mean Std
Dev
Create new connections59 23.7 37.3 15.3 13.6 10.2 3.5085 1.27810
47
Keep in touch with friends and
colleagues
59 27.1 39.0 10.2 8.5 15.3 3.5424 1.38118
Maintain professional connections59 27.0 16.9 20.3 10.2 30.5 2.8983 1.55025
Job search59 0.00 8.5 42.4 33.9 15.3 3.2881 1.14547
Knowledge sharing59 11.9 23.7 33.9 20.3 10.2 3.0678 1.15765
Chatting with colleagues59 13.6 40.7 23.7 10.2 11.9 3.3390 1.19785
Information sharing59 27.1 39.0 15.3 11.9 6.8 3.6780 1.19540
Collaborate with colleagues59 13.6 11.9 23.7 30.5 20.3 2.6780 1.30570
Source: researcher 2016
Respondents’ opinion was sought whether they use Twitter to maintain professional connections.
Majority (37.3%) of the respondents agreed with the statement while 23.7% strongly agreed with
statement, 15.3%, 13.6% and 10.2% of the respondents had the opinion of being neutral, disagree
and strong disagree respectively. The mean score of 3.5085 indicated that majority of the
participants were in agreement with the response to the statement. The standard deviation of
0.925 too indicated much variation from the mean score. As per the statement whether the
participants use twitter to search job online, 42.4% of the respondents indicated a neutral opinion
on use of Twitter on online job search while 33.9% of the respondents were in disagreement
with statement.. The mean of 3.2881 indicates that, majority of the respondents had divergence
of opinion on the statement.Further, on the opinion about whether the respondents use Twitter in sharing knowledge, 33.9%
indicated that majority of the respondents were neutral to the statement. The mean score of
3.0678 indicated that, majority of the respondents had divergence of opinion on the statement.
The standard deviation of 1.15765 did vary from the mean score. As to whether the respondents
use Twitter in chatting with colleagues, 40.7% majority of the respondents agreed that they use
48
twitter on chatting with colleagues. A mean of 3.3390 indicates that, majority of the respondents
were in agreement with the statement. This is also reflected with the standard deviation of
1.19785 which did not vary much from the mean score. As per whether respondents use Twitter
in sharing information, 39.0% of the respondents indicated that they were in agreement to the
statement. The mean score of 3.6780 indicated that majority of the respondents were in
agreement to the statement. The standard deviation of 1.19540 did not vary much from the mean
score. Finally, the respondents were asked whether they use Twitter to collaborate with
colleagues. Majority (30.5%) disagreed with the statement. The mean score of 2.6780 indicated
that, majority of the respondents had divergence of opinion with the statement. The standard
deviation of 1.30570 indicates that there is low variation from the mean score.
4.6 WhatsApp Use
To determine the effect of WhatsApp use on the performance of employees in Rongo University,
participants were requested to respond to a set of statements on five point likert scale. The first
statement was on whether employees utilize WhatsApp to connect with family and friends. As
shown in Table 4.8, 41.2% of the respondents were in agreement to the statement, 32.4%
strongly agreed that the use WhatsApp to connect with family and friends while 10.8% were
neutral to the statement, 5.9% and 9.8% disagreed and strongly disagreed respectively. The
mean score of 3.8039 indicated that majority of the participants were in agreement with to the
statement. The standard deviation indicated that majority of the responses did not vary from the
mean by more than 1.23512. The second statement sought to determine whether employee use
WhatsApp to keep in touch with friends and colleagues, 35.3% of the respondents strongly
agreed that they use WhatsApp to keep in touch with friends and colleagues while 30.4% were in
49
agreement with the statement. However, 16.7% were neutral while 5.9% and 11.8% indicated
disagree and strongly disagree respectively. A mean of 3.7157 suggested that majority of the
participants were in agreement with the statement. The standard deviation indicated that the
responses did not vary from the mean score by more than 1.32289.
Table 4.9 WhatsApp Usage
Respondents’ opinionItems SA A N D SD Mean Std Dev
Connect with family and friends102 32.4 41.2 10.8 5.9 9.8 3.804 1.235
Keep in touch with friends and
colleagues
102 35.3 30.4 16.7 5.9 11.8 3.716 1.323
Keep in touch with other
professionals
102 25.5 36.3 18.6 11.8 7.8 3.598 1.213
Job search102 9.8 17.6 34.3 24.5 13.7 2.853 1.164
Knowledge sharing102 12.7 27.5 36.3 13.7 9.8 3.196 1.135
Instant messaging102 28.4 35.3 15.7 11.8 8.8 3.628 1.258
Information sharing102 23.5 28.4 19.6 11.8 16.7 3.301 1.392
Collaborate with colleagues102 24.5 29.4 21.6 15.7 8.8 3.451 1.264
Source: researcher 2016
The respondents’ were asked whether they use WhatsApp to keep in touch with other
professionals, 36.3% of the respondents agreed with statement, 25.5% strongly agreed to the
statement while 18.6% indicated being neutral to the statement. The mean score of 3.5980
indicates that majority of the participants were in agreement with the statement. The standard
deviation of 1.21264 too did not indicate much variation from the mean score. As per the fourth
statement whether the participants use WhatsApp in searching jobs online, 34.3% of the
50
respondents took a neutral position on the statement, though 24.5% of the respondents disagreed
with the statement, the rest thought otherwise. The mean of 2.8529 indicated that, majority did
not agree with the statement. The standard deviation of 1.16379 indicated that, there is less
variation from the mean score.Further, on the opinion about the use of WhatsApp on knowledge sharing, 36.3% of the
respondents were neutral to the statement, 27.5% of the respondents were in agreement with the
statement. The mean score of 3.1961 indicated that, majority of the respondents were neutral
with the statement. The standard deviation of 1.13486 did vary from the mean score. As to
whether the respondents use WhatsApp in instant messaging, 35.3% majority of the respondents
agreed that they use WhatsApp to message instantly while 28.4% of the respondents indicated
strongly agreement, the rest of the respondents had a divergence of opinion on the statement. A
mean of 3.6275 indicates that, majority of the respondents were in agreement with the statement.
This is also reflected with the standard deviation of 1.25802 which did not vary much from the
mean score. Finally, respondents were asked whether they use WhatsApp on information sharing
29.4% of the respondents indicated that they were in agreement with the statement, 24.5%
respondents strongly agreed with the statement, 21.6% were neutral with the statement while
15.7% and 8.8% indicates a divergence of opinion of disagree and strongly disagree
respectively. The mean score of 3.4510 indicated that majority of the respondents were in
agreement. The standard deviation of 1.26356 indicated that there is high variation from the
mean score.
4.7 Employee Performance
This section provided an analysis of on employee performance in Rongo University in Migori
County. To determine the performance of employees in Rongo University, participants were
51
requested to respond to a set of statements on five point likert scale. The first statement was
whether the respondents’ perform their work with accuracy. According to Table 4.8, 33.3% of the
respondents agreed that they are able to perform their work with accuracy, 27.0% took a neutral
position on the statement, 20.7% of the respondents strongly agreed that they perform their work
with accuracy while 8.1% and 10.8% of the respondents indicated a divergence of opinion of
disagree and strongly disagree respectively. A mean of 3.4505 indicated that majority of the
respondents’ were in agreement with the statement. The standard deviation indicated a variation
of 1.21908 from the mean score. On the statement whether employee meet deadlines as given to
them by management, 37.8% majority of the respondents indicated that they were in agreement
with the statement, 23.4% of the respondents strongly agreed with the statement, 22.5% took a
neutral position while 9.9% and 6.3% disagreed and strongly disagreed with statement. The
mean of 3.6216 indicated that, majority of the respondents’ were in agreement with the
statement. The standard deviation of 1.13661 indicated that the responses did not vary more from
the mean score.
Table 4.10 Employee performance
Respondents’ opinion Items SA A N D SD Mean Std
Dev
I do Perform my work with
accuracy
111 20.7 33.3 27.0 8.1 10.8 3.4505 1.2190
8
I do meet deadlines 111 23.4 37.8 22.5 9.9 6.3 3.6316 1.1366
1
52
I complete my work in a timely
manner
111 29.7 37.8 12.6 9.0 10.8 3.6667 1.2886
5
I consistently adhere to set work
schedules
111 16.2 27.0 34.2 13.5 9.0 3.2793 1.1612
8
I do work well with others 111 15.3 18.0 34.2 22.5 9.9 3.0631 1.1389
9
The working environment is
supportive
111 13.5 19.8 40.5 16.2 9.9 3.1081 1.1389
I have knowledge about the
company’s goals
111 21.6 39.6 16.2 11.7 10.8 3.4955 1.2567
9
I do meet my daily goals 111 22.5 36.9 20.7 11.7 8.1 3.5405 1.1968
4
Source: researcher 2016Respondents were asked a question whether they complete their work in time, 37.8% of the
respondents agreed that they complete their work in time, 29.7% strongly agreed to the
statement, 12.6% took a neutral position while the rest of the respondent 9.0% and 10.8%
disagreed and strongly disagreed respectively. The mean of 3.6667 indicated that, majority of the respondents were in agreement with the
statement. The standard deviation of 1.28865 indicated a high variation from the mean score of
the sought statement. On the question, whether the respondents consistently adhere to set work
schedules, a mean of 1.622 indicated that, majority were in disagreement that they were
consistently adhering to work schedules as set by management. Majority (34.2%) of the
respondents were neutral to the statement, 27.0% were in agreement to the statement, 16.2
strongly agreed to the statement, 13.5% disagreed with the statement while 9.0% strongly
53
disagreed with statement. The mean of 3.2793 indicated that majority of the respondents were
neutral to the statement. The standard deviation of 1.16128 too did not indicate much variation
from the mean score.As per the fifth statement whether the participants do work well with others, 34.2 indicate a
neutral position on the statement. A mean of 3.0631 indicated that majority of the respondents
were neutral to the statement which signifies that, social media might distracted them. The
standard deviation of 1.1.19300 indicated high variations from the mean score. In line with the
statement on whether the respondents working environment is supportive, 40.5% majority of the
respondents were neutral to the statement, only 19.8% agreed that they work environment is
supportive. Mean of 3.1081 indicated that majority of the respondents were neutral to the
statement. The standard deviation of 1.13899 did vary from the mean score. As to whether the
respondents have knowledge about the company’s goals majority (39.6%) of the respondents
indicated that they in agreement with the statement. The mean of 3.4955 indicated that majority
of the respondents were in agreement with the statement. This is also reflected with the standard
deviation of 1.25679 which did not vary much from the mean score. Finally, respondents were
asked whether they do meet their daily goals, Majority (36.9%) of the respondents were in
agreement with the statement as indicated by the mean score of 3.5405. The standard deviation
of 1.19684 indicates that there is low variation from the mean score.
4.8. Regression Analysis
The regression equation for computed coefficients of marginal effects are as indicated in Table
4.11. The following equation shows only significant factors or coefficients;Y=−0.04480 FBK+0.34982 LNK−0.2272TWT−0.4905WTS
Where, Y is the probability of employee performanceFBK is facebookLNK is LinkedIn
54
TWT is TwitterWTS is WhatsApp
4.8.1 Facebook Usage and Employee Performance
The first objective was establishing whether there is any significant relationship between
Facebook usage and employee performance at Rongo University. It was found that the negative
relationship established was not significant since the T test showed a percentage of 3%
significance. This was contrary to the study findings of Aguenza (2012) and Ashraf (2014) who
found that the use of Facebook has a positive impact on employee output, collaborative
communication and efficient cooperation. That is, social networks affect working situations of
employees. Ashraf further noted that Facebook affect employees’ skills and knowledge,
productivity and motivational level. In addition, he found that People use social media for different motives but most people use
Facebook for personal motives. In spite of different motives of using social media, the ultimate
logic of connecting is building social contacts and sharing. Also Harmon in his study found that
57 percent of work interruptions involved either use of social networks such as facebook and
internet search. He further noted that employees were addicted to web-based activities that 2 out
of 3 people tuned out of face-to-face meetings to communicate digitally with someone else. He
concluded that employees can be trained on how to use Facebook effectively for the benefit of
both the employee and the organization. In addition to his findings, he found that social media
was not the only distraction. The other 43 percent of distraction at place of work came from other
activities such as talking to co-workers, phone calls and unplanned meetings. Gaudin’s study
concurs with Harmon’s finding whereby he found that companies that allowed their employees
to access Facebook in the workplace lose average of 1.5 percent of total employee productivity.
55
Table 4.11 Regression results for social media usage and effect on employee performance
Variables ME Std. Err. T P [95% Confidence Interval]
Facebook -0.04480 0.121355 -0.37 0.712 -0.2826571 0.1930463
LinkedIn 0.34982** 0.137300 2.55 0.011 0.0807216 0.6189292
Twitter -0.2272** 0.102913 -2.21 0.027 -0.4289775 -0.0255659
WhatsApp -0.49054*** 0.128881 -3.81 0.000 -0.7431472 -0.2379417
Number of observation = 43LR chi2(8) = 26.54Prob > chi2 = 0.0008Log likelihood = -10.050413Pseudo R2 = 0.5690
*** p ≤ 0.01, ** p ≤ 0.05, * p ≤ 0.10, two-tailed testSource: researcher 2016
4.8.2 LinkedIn Usage and Employee Performance
The second objective investigated the effect between LinkedIn use and employee performance at
Rongo University College. Based on Table4.11, the study revealed that at 5% level of
significance, LinkedIn usage was shown to be positive and statistically significant in influencing
the employee performance at Rongo University College. The study found that LinkedIn use
significantly increases the probability employee performance by 35% holding other factors
constant. Skeels (2003) supports our study finding while investigating the effect of social media
use in organizations, if LinkedIn usage enhances or reduces productivity and how enterprise-
friendly design and use might evolve. From Skeels’ study shows that most businesses were found
to depend on LinkedIn to update for their followers on the current events that are happening
either within the company or their industry. He also noted that LinkedIn focused on professional
information, encouraged users to construct abbreviated curriculum vitae and to establish
connection. His findings revealed that LinkedIn was useful for it positioned young professionals
56
in the job market, to build and maintain external professional networks. However, Shami (2009)
and Karanja (2013) found that increased social participation is not associated with decreased
performance and the latter found out that employees did not use the site to correspond to work
related issues such as responding to customers’ questions and that LinkedIn and other
professional sites were not popular among employees as compared to sites that were meant for
social purposes.
4.8.3 Twitter Usage and Employee Performance
The third objective, examines the existing relationship between twitter usage and employee
performance in Rongo University. The study found that at 5% significance level, twitter usage significantly lowers the likelihood of
employee performance. The results show that twitter usage reduces the probability of employee
performance at Rongo University College by 22.7% holding other factors constant. The study
results are supported by the study findings of Omekwu (2014) who found that frequently,
students use social networks for interaction with friends, connecting with their classmates for
online study and for discussing national issues. The study however noted dangers associated with
the use of social media. In that case Gakui et al (2013) similarly in their study noted a positive
and negative relationship to employee performance whereby employees used Twitter to enhance
their personal networks. However, he noted that Twitter use enabled employees to form
communities for knowledge creation and sharing, enhanced channels of contact which improved
employee productivity. He further noted that use of twitter drew employees into an addiction that
distracts performance as well as straining the organizational resources
57
4.8.4 WhatsApp Usage and Employee Performance
The study in the fourth objective investigated the relationship between WhatsApp use and
employee performance at Rongo University College. The study revealed that at 5% significance
level, WhatsApp usage significantly lowers the likelihood of employee performance by 49.1%
holding other factors constant. This finding concurred with the study results of Yusman (2014)
who found that WhatsApp took much of students time, resulted in procrastination related
problems, destroyed student spellings and grammatical construction of sentences, led to a lack of
concentration during lectures, resulted in difficulty in balancing online activities and academic
preparation and distracted the students from finishing their assignments and adhering to their
private studies timetable. Similarly, Fahmy in his study found that WhatsApp was used for social
purposes. He noted that employees who were social by nature connected to other employees
through social media were better persons in the workplace which meant that they were skillful at
interacting with other employees and has the ability to solve problems. On overall, the study
found that all independent variables were significant in jointly explaining the dependent variable
since the overall p value (p-0.0008) was less than 5% level of significance.
58
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1: Summary of Findings
This section gives a summary of findings concerning Facebook use, LinkedIn use, Twitter use
and WhatsApp use in relation to employee performance. Literature indicates that digital
technologies have the ability to reshape the quality of teaching and learning in higher
institutions of learning. This is depicted given the fact that employee performance is very
essential in the success of any organization which depends on employees’ creativity,
commitment and innovation. This could only be possible if accepted and appropriately used
by the staff. This study therefore, has been conducted with the main objective of the study
being to assess the effect of social media uses on employee performance in public universities
in Kenya. The study was guided by the following objectives; to establish effects of Facebook
use, LinkedIn use, Twitter use and finally Whatsapp use on employee performance in Rongo
University. Primary data was used and the four objectives were tested through various
significance levels (1%, 5% and 10).
5.1.1 Effect of Facebook use on employee performance
As per the first objective of establishing whether there is any significant relationship between
Facebook usage and employee performance at Rongo University. The study found that many
employee use Facebook to create new connections, connecting with family and friends,
uploading and downloading photos and videos, keeping in touch with colleagues, chatting
with friends and information sharing. However, many employees were neutral on the opinion
whether they use facebook to collaborate with colleagues and for knowledge sharing. From
59
the above findings, it is clear that most employees use Facebook for personal usage and this
might be the reason as to why there was a negative relationship which was insignificant. This
was contrary to the study findings of Aguenza (2012) and Ashraf (2014) who found that the
use of Facebook has a positive impact on employee productivity, two-way communication
and effective collaboration that is social networks affects working situations of employees.5.1.2 Effect of LinkedIn Use on employee performanceThe second objective was to investigate the effect between LinkedIn use and employee
performance at Rongo University. The study found that most employees used LinkedIn to
build and maintain professional connections, for career improvement, job search, knowledge
sharing, information sharing and collaboration with colleagues. However, most employees
had a neutral opinion on whether they used LinkedIn to position themselves in the job
market. From the above findings, the study revealed that most employees used LinkedIn for
professional use and this might be the reason for a positive influence on employee
performance of Rongo University at 5% level of significance. LinkedIn usage was shown to
significantly increase the probability of employee performance by 35% holding other factors
constant. The study findings were supported by Skeels (2003) who investigated the effect of
social media use in organizations to determine how social networks such as LinkedIn are
used and if its use enhances or reduces productivity and how enterprise-friendly design and
use might evolve. From the study results, most businesses were found to depend on LinkedIn
to update for their followers on the current events that are happening either within the
company or their industry. However, Shami (2009) and Karanja (2013) found that amplified
social participation is not connected with decreased performance and the latter found out that
employees did not use the site to correspond to work related issues such as responding to
customers’ questions and that LinkedIn and other professional sites were not popular among
employees as compared to sites that were meant for social purposes.
5.1.3 Effect of Twitter Use on employee performance
60
The third objective was to examine the existing relationship between Twitter usage and
employee performance at Rongo University. The study found that most employees use
Twitter to create new connections, keep in touch with friends and colleagues and chatting
with colleagues. However, most employees strongly disagreed on the opinion whether they
use Twitter to maintain professional connections, while most of employees were neutral on
the opinion whether they use Twitter for Job search. At 5% significance level, twitter usage
significantly lowers the likelihood of employee performance. The results showed that twitter
usage reduced the probability of employee performance at Rongo University by 22.7%
holding other factors constant. The study results were supported by the study findings of
Omekwu (2014) who found that frequently, students used social networks for interaction with
friends, connecting with their classmates for online study and for discussing national issues.
The study however noted dangers associated with the use of social media.5.1.4 Effect of WhatsApp Use on employee performanceThe fourth objective was to investigate the relationship between WhatsApp use and employee
performance at Rongo University. The study found that most employees use WhatsApp to
connect with family and friends, keep in touch with other professionals, and instant
messaging. However, most employees had a neutral opinion whether they use WhatsApp for
job search, and knowledge sharing. On regression analysis, the study revealed that at 5%
significant level, WhatsApp usage significantly lowers the likelihood of employee
performance by 49.1% holding other factors constant. This finding concurred with the study
results of Yusman (2014) who found that WhatsApp took much of students time, resulted in
procrastination related problems, destroyed student spellings and grammatical construction of
sentences, led to a lack of concentration during lectures, resulted in difficulty in balancing
online activities and academic preparation and distracts students from completing their
assignments and adhering to their private studies timetable.
61
The social media platforms considered in the regression equation revealed that apart from
Facebook usage whose negative relationship was insignificant, all other three (twitter,
LinkedIn and WhatsApp) were statistically significant in determining employee performance
in Rongo University College.
5.2: Conclusions of the study
Despite the fact that computers have been extensively available in educational setting for
more than two decades, some staff and/or students are neither confident nor competent users
of ICT. On the same, the current government has emphasized on digitalization of education in
Kenya right from primary level through provision of laptops. However, there are other
gadgets widely used enhancing evolution of technology at a very fast rate and what most
people did not even think could be real a few years ago is now becoming a reality.Based on the study findings both descriptive, and regression analysis, most employees used
Facebook for information sharing which recorded a higher mean of 3.709 while on LinkedIn
usage, most employees of Rongo University used LinkedIn for building and maintaining
professional connections with the highest mean of 4.1. Further, on Twitter usage, the study
revealed that most employees of Rongo University Used Twitter to maintain professional
connections with a mean of 3.678. Lastly, on WhatsApp usage, the study revealed that most
employees of Rongo University used WhatsApp to connect with family and friends having
the highest mean of 3.804. LinkedIn was associated with significant higher likelihood of
employee performance perhaps due to its attributes related with knowledge and information
sharing, career improvement and collaborations. The inverse relationship exhibited by other
social media platforms like twitter and WhatsApp may be related to the aspect of increased
use of these media platforms in keeping in touch with family and friends with a lot of social
chatting which may not necessarily contribute to actual assigned duties in the University. This
ultimately consumes a lot of time and triggers performance of an employee negatively.
62
Nevertheless, with positive effects of LinkedIn in employee performance, the study concludes
that social media can be employed as a tool to reinvent the culture of the organization
providing employees with a platform for communication, collaboration, and innovation.However, the study points to the challenges of better usage of digital technology especially in
the learning environment to boost information sharing to lack of funds, no opportunity for
training, being short of sponsorship by the school administration, inability to acquire personal
ICT facilities, absence of social media ICT facilities at workplace, poor supply of electricity,
inadequate ICT knowledge, insufficient time because of workload, not having interest in
learning and lack of time for practice. By establishing research departments, institutions of
higher learning need to invest early to harness the power of social media claim higher returns,
with even greater gains on employee performance.
5.3: Recommendations of the study
From the literature, employees who are social by nature are connected to other people
through social media and are better persons at the workplace, which means that they are
expert at interacting with others and have ability to solving problems. Improved employee
performance in public Universities in Kenya can be enhanced by social networks through
increased productivity given evolution of enterprise-friendly design and use. Based on the
study results, the study recommends that employees should be encouraged to use Facebook to
collaborate with colleagues, and use LinkedIn for knowledge sharing. This will benefit both
the organization and the employees as well. On Twitter usage, the management should
encourage the employees to use Twitter more to collaborate with their colleagues. Through
this employee productivity might be improved.Lastly, the employees should be encouraged to use WhatsApp for Knowledge sharing and
collaboration with their colleagues. The significance positive influence of LinkedIn use and
negative influence of use of twitter and WhatsApp on employee performance at Rongo
63
University College implies that higher institutions of learning should consider developing and
implementing clear and comprehensive, acceptable policies when attempting to deal with
social media and the organization should establish strategies to address social media issues
such as personal usage, business bearing, information discretion and site restrictions without
restricting employees to benefit both personally as well as professionally from this social web
technology. In addition, the study further recommends that the government through the
relevant ministries of higher education to consider developing right policies of attracting or
influencing the potential users of social media through relevant competitions and other
subsidies to cultivate a positive thinking in the general population. Similarly, there is need for
interventions on the establishment of more ICT centers within public institution of higher
learning and/or institutions which will boost acquisition of the knowledge of using the facility
while making available relevant social media will facilitate increased employee productivity.
More funds (resources) need to be re-allocated for the complimentary facilities/ personnel
supporting social media usage. For instance, for every new social media incorporated in the
institution, an expert is hired to assist with system difficulties.
5.3.1: Recommendation for further research
This study has mainly focused on social media and how it may enhance or inhibit employee
performance in public universities in Kenya. Having considered various theories related to
this area, the study proposes application or customization of existing frameworks to show
how social media has been utilized in other institutions apart from higher institutions of
learning. Also the recommends further study to be conducted with consideration of other
institutions in Kenya to make the results to be more generalizable. This is because the study
used Rongo University alone as a case that may not reflect and thus take care of dynamism of
other institutions of higher learning in the entire country. Lastly, a similar study is suggested
64
focussed at developing a framework for evaluating adoption of social media in enhancement
of employee performance in public institutions of higher learning with higher reliability and
thus validity estimates with consequently less measurement errors.
65
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APPENDICES
APPENDIX I: LETTER OF INTRODUCTION
KISII UNIVERSITY,P.O BOX 408,KISII.
Dear sir/madam,I am a post graduate student in Kisii University from the department of Human Resource and
Strategic Management. I would like to carry out research on AN EVALUATION OF THE
EFFECTS OF SOCIAL MEDIA USE ON EMPLOYEE PERFORMANCE IN PUBLIC
UNIVERSITIES IN KENYA- A CASE OF RONGO UNIVERSITY COLLEGE. I am using
the attached questionnaire to collect information for the study. It is my kind request that you
fill the questionnaire, providing the relevant information to facilitate the study. Please use the
space provided to fill the data required as objectively and honestly as possible. Be assured
that your identity and responses will be treated with a lot of confidentiality.Thanks in advance.
Yours faithfully,
Dorcas M. Nyamanya.
.
APPENDIX II: QUESTIONNAIRE
69
SECTION A
NAME OF DEPARTMENT…………………………………………………………Designation of respondent…………………………………………………………….
1. Level of Education
Diploma ( ) Degree ( )Masters ( ) others (please specify)………………………………….
2. Age group15.30yrs ( ) 31-45 yrs ( ) 46-65 yrs ( ) 66 yrs and above ( )15.31Sex: Male ( ) Female ( )
3. Work experience: Less than 1 yr ( ) 1-3yrs( ) 3-5yrs( ) 5and
above( )4. Which of the following sites do you have an account with?( check all that apply)
Facebook ( )LinkedIn ( )Twitter ( )WhatsApp ( )
5. Which tool of social media do you use daily? (Check all that apply)
Facebook ( )LinkedIn ( )Twitter ( )WhatsApp ( )
Section B: FacebookPlease tick the most appropriate option concerning facebook use.Strongly Agree, SA (5), Agree, A (4), Neutral, N (3), Disagree, D (2), Strongly Disagree SD
(1).For what purpose do you use facebook for: I use facebook to,
5 4 3 2 1
create new personal connections
Keep in touch with family and friends
Upload and download photos and videos
70
Keep in touch with my colleagues
Knowledge sharing
Chatting with friends
Information sharing
Collaborate with colleagues
Section C: LinkedInPlease tick the most appropriate option concerning LinkedIn use.Strongly Agree, SA (5), Agree, A (4), Neutral, N (3), Disagree, D (2), Strongly Disagree SD
(1).For what purpose do you use LinkedIn for: I use LinkedIn to,
5 4 3 2 1
Build and maintain professional connections
Keep in touch with friends and colleagues
Career improvement
Job search
Knowledge sharing
Positioning myself in job market
Information sharing
Collaborate with colleagues
Section D: TwitterPlease tick the most appropriate option concerning Twitter use.Strongly Agree, SA (5), Agree, A (4), Neutral, N (3), Disagree, D (2), Strongly Disagree SD
(1).For what purpose do you use Twitter for: I use Twitter to,
71
5 4 3 2 1
Create new connections
Keep in touch with friends and colleagues
Maintain professional connections
Job search
Knowledge sharing
Chatting with colleagues
Information sharing
Collaborate with colleagues
Section E: WhatsAppPlease tick the most appropriate option concerning WhatsApp use.Strongly Agree, SA (5), Agree, A (4), Neutral, N (3), Disagree, D (2), Strongly Disagree SD
(1).For what purpose do you use WhatsApp for: I use WhatsApp to,
5 4 3 2 1
Connect with family and friends
Keep in touch with friends and colleagues
Keep in touch with other professionals
Job search
Knowledge sharing
Instant messaging
Information sharing
Collaborate with colleagues
72
Section F: Employee performancePlease tick the most appropriate option concerning your job performanceStrongly Agree, SA (5), Agree, A (4), Neutral, N (3), Disagree, D (2), Strongly Disagree SD
(1).
5 4 3 2 1
I do Perform my work with accuracy
I do meet deadlines
I complete my work in a timely manner
I consistently adhere to set work schedules
I do work well with others
The working environment is supportive
I have knowledge about the company’s goals
I do meet my daily goals
Thanks for your time. God bless you.
73
APPENDIX III: DATA SUMMARY
Purpose/category
CPC KTFF UDPN KTC KS CF IS CC
5 22 24 19 15 21 20 23 26
4 43 38 24 42 46 25 38 45
3 24 26 37 24 21 36 26 15
2 8 10 15 10 8 15 10 10
1 6 6 8 12 7 7 6 7
0
Totals 103 103 103 103 103 103 103 103
Purpose/category
BMPC KTFF CI JS KS PJM IS CC
5 23 9 12 16 13 10 17 18
4 33 26 33 30 22 12 26 23
3 6 17 12 12 19 22 11 10
2 2 8 6 2 6 14 7 8
1 2 6 3 6 6 8 5 7
0
Totals 66 66 66 66 66 66 66 66
74
Purpose/category
CNC KTFC MPC JS KS CHC IS CC
5 14 16 13 5 7 8 16 8
4 22 23 20 8 14 24 23 7
3 9 6 12 17 20 14 9 14
2 8 5 6 19 12 6 7 18
1 6 9 8 10 6 8 4 10
0
Totals 59 59 59 59 59 59 59 59
Purpose/category
CFF KTFF KTP JS KS IM IS CC
5 33 36 26 10 13 31 24 25
4 42 31 37 18 29 35 39 30
3 11 17 19 35 36 16 20 22
2 6 11 12 25 15 12 12 16
1 10 7 8 14 9 8 7 9
0
Totals 102 102 102 102 102 102 102 102
75
PERFORMANCE
Purpose/category
PWA MD CWT CAWS WWO WES HKAC MG
5 23 26 33 18 17 15 24 25
4 37 42 42 30 20 22 44 41
3 30 25 14 38 38 45 18 23
2 9 11 10 15 25 18 13 13
1 12 7 12 10 11 11 12 9
Totals 111 111 111 111 111 111 111 111
76
APPENDIX IV: NACOSTI PERMIT
APPENDIX V: PUBLISHED PAPER
77
Africa International Journal of Management, Education andGovernance
© Oasis International Consulting Journals, 2017 (ISSN: 2518-0827)
www.oasiseduconsulting.com
AN ASSESMENT OF SOCIAL MEDIA USE ON EMPLOYEEPERFORMANCE IN PUBLIC UNIVERSITY COLLEGES: A CASE OF
RONGO UNIVERSITY, KENYA
Dorcas M. Nyamanya1
1Kisii University, School of Business and Economics
2Stella Omari
2Kisii University, School of Business and Economics
3Andrew Nyanga’u
3Kisii University, School of Business and Economics
Corresponding Email: [email protected]
Received on 8th August, 2017 Received in Revised Form on 24th September, 2017
Published on 4th Oct. 2017
Abstract
Social media has swept through popular culture recently and more than 1.5 billion membersglobally joined online communities and started using social platforms. Hence, thepopularity of social media cannot be ignored by any industry. This study sought to establishthe relationship of social media use and employee performance in public universities inKenya. The study centered on the effects of Facebook, LinkedIn, Twitter and WhatsApp onemployee performance in Rongo University. Descriptive design was adopted with a targetpopulation of 497 employees from Rongo University. 136 respondents were sampled andadministered with structured questionnaires. The collected data was analyzed using bothdescriptive and inferential analysis with the aid of the statistical software for social sciences(SPSS). Findings revealed that Twitter, L inkedIn and WhatsApp a f f e c t employeeperformance. The study concluded that employee performance associated with LinkedInwas attributed to knowledge, information sharing, career advancement andcollaborations. Other s o c i a l media had inverse relationship with employee performancebecause their usage was not related to actual assigned duties. The study recommendedimplementation of clear and comprehensive policies to address social media usage,relevance, site restrictions and information confidentiality. More funds should be allocatedto train personnel on social media usage in public institutions.
Keywords: Assessment; Social Media; Employee; Performance; Public; University
78
1.0 Introduction
Internet has changed how people interact with each other on a daily basis. Prior to the internet,
staying connected with families and friends was difficult and costly. In today’s world, staying
connected is easy and accessible (O’Dell 2011).The way we communicate changed when the
first email was sent in 1971. In 1978, the bulletin board system (BBS) was invented to allow
users to exchange messages, data, news and software thus the beginning of the internet. In 1979,
two individuals created Use net, a worldwide discussion system that allowed users to post
public messages. The year 1995 marked the era for the corporate web page and e-commerce.
Thus, it is no surprise that current trends towards social media have transformed the World
Wide Web from websites that provided static information to a website that serves as information
exchange platform between users.
The social media dates back to 1998 when Bruce and Susan Berson founded the open diary, an
ancient social network site that brought together online diary writers into a community. Since
then MySpace was developed in 2003 followed by the development of Facebook in 2004 which
are fundamentally different and more powerful. YouTube was then developed in 2005 and a
microblogging site Twitter developed in 2006 (Borges 2012). According to the research that was
conducted by AT & T (2008), one out of every nine people in the world use facebook, with an
estimation of 700 billion minutes spent each month on facebook site. Additionally, over 2.5
million organizations have a facebook accounts apart from their corporate websites. In
estimation, 250 million people access social media platforms using their mobile phones.The social network platforms have transformed the daily lives of people beyond the “tweets” on
twitter and the “likes” on facebook. Consequently, organizations are feeling the need to be
present on a number of social media sites. However, this has posed a challenge to ensure that
they are accessible and listening to all customers at all times. In the light of current usage of
ICT, the attractiveness of social media networks cannot be denied or ignored. Whether
employers want to acknowledge this or not, people are logging in and spend daily an average of
20 minutes on facebook and other social media (Vickers, 2007). In the U.S.A, 71% of online
American adults use Face book; a proportion which has remained unchanged since 2013. Usage
among seniors continues to increase, some 56% of internet users age 65 and older now use Face
book .Women are also likely to use Face book compared with men. 23% of online users’ uses
twitter a significant increase compared to 18% in 2013.Twitter is popular among those under 50
years and college-educated. Also, 28% of online users are LinkedIn users. LinkedIn is popular
79
among college students, those in high-income households and the employed (Pew Research
Centre, 2014).In Germany, social media is expanding and becoming more diverse and dispersed. There are
22million facebook users in Germany and 635 million visits. Social media like facebook has
gained popularity in Germany because it enables users to socialize internationally and due to its
multiple language features. Twitter has got only 10% of online users in Germany. Some of the
reason for this small number is that people find it confusing with all the little text snippets that
seem somewhat disconnected. However, LinkedIn is mostly used by companies to build their
brand reputation, stay competitive and operate in the international market (Coyle & Vaughn,
2012). In India, social media has contributed immensely as a tool for communication and
collaboration leading to real-time, innovative methods to reach a large number of employees
with similar or dissimilar interests. The majority of leading organizations in India are venturing
into new pastures for employee communication, engagement, collaboration and other areas of
human resource (Wipro, 2012). Face book statistics from AT & T (2008) listed South Africa as
the sixth worldwide with more active facebook users implying that social networking is a much
a timely issue.
In Zimbabwe, use of social media has helped to develop workforce’s knowledge of social media
and be part of a wider digital engagement with the customer. It also fosters the collaboration of
colleagues, marketing the company’s products and its visibility in the crowded world of online
commerce (Bullock, 2010). In Nigeria, social media sites have been used to offering adequate
information, communication, dissemination, discussing and mobilizing vast information
(Omekwu, 2014). In Kenya, almost all business that deal with communicating with the
consumers have social media as an integral part of marketing, branding, public relation,
customer service, recruitment or any other function of a business that require you to reach out,
social media plays a vital role (Gakui, Munene & Nyaribo, 2014). Most organizations that use
social media spend more than 6 hours a week. Further, utilization of social media has enhanced
distribution of value-added content and more effective communication processes. A higher level
of socialization leads to increased organizational performance and collaboration across
departments (Novak & Hoffinan, 2011).A number of studies have been conducted on the linkage between social media and employee
performance. North (2010) explored the benefits as well as the risk of the use of social media in
the workplace. He concluded that employees believe that social media use in the workplace is
worthwhile since they can develop new relationships and maintain the existing ones. Ellison
(2007) found a strong association between the intensity of use of facebook and social capital; he
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posits that using social media can help certain users to deal with low self-esteem and low life
satisfaction. The same study found that the ability of employees to access facebook at work was
a great incentive for the retention and organizational commitment of new hire as they can be
socially connected with family, friends and other co-workers in the workplace.In a similar study, Xi Zhang (2013) posited that social media has a positive effect on knowledge
sharing and social network tie. Knowledge sharing aids better adaptation to the network
changes according to adaptive performance theory. In addition, the high level of adaptability
ensures that employees perform better in their work. In sum, the use of social media by
employees enhances employee engagement employee communication, employee commitment
and job satisfaction which leading to improved employee performance. Chiwepa (2003) studied
the effect of internet use on the academic performance and social life on outdoor activities of
University students. The researcher used a sample of a hundred Bachelor of Science students
and established that use of the internet was one of the major factors that affected academic
performance and social life of university students. Further, the number of hours spent on the
internet affects the GPA of students unless the internet was used for study purposes. As well,
most students who achieved good GPA used internet for academic purposes and maximum use
of internet minimizes the social activities of the university students.Yeshambel et al., (2016) carried out a related study on the impact of online social networking on
employees’ productivity at workplace in Universities. He examined the extent to which social
media participation by university employees affect their productivity. The study revealed both
positive and negative impact on employees’ productivity: 68.4% of the employees spent most of
their work time on social media to enhance their personal networks. However, there was a
positive relationship between employees who used social media for seeking and viewing work
related information. The study concluded that employees involve themselves in social media in
their place of work for work and non-work related motives. Social media has the potential to
allow employees to form collaborations and groups for knowledge creation and sharing, better
channels of communication that can be used to enhance employee productivity. Nevertheless, it
can draw employees to addiction that affects performance negatively and strain the resources of
an organization.In a similar study, Xiongfei et al., (2014) explored the effect of social media on employee job
performance by investigating the influence of social media on employees’ work performance
and the underlying mechanisms for creating value at work. The study revealed that social media
promotes the formation of employees’ social capital shown by network created, common dream
and conviction which can sequentially make it possible knowledge transfer positively influence
work performance. The study concluded that linking experts through various social media sites
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can successfully harmonize other knowledge management technology. Therefore, managers
should encourage employees to exploit the benefits that are brought about by social media to
promote knowledge exchange.Moqbel (2016) concurs with Xiongfei’s on the effect of the use of social media sites in the
workplace on job performance. The researcher conducted a survey on 426 full time and part-
time employees focusing on the social networking site use intensity, supposed job satisfaction,
perceived organizational commitment, malingering, employee turnover, intention, inventive
behavior and job performance. The study findings revealed that social media sites use intensity
in the workplace influences job performance through mediating variables. The researcher
further found that job satisfaction and innovative behavior were very essential factors that
directly influenced job performance. However, malingering, employee turnover intention and
institution commitment did not drastically mediate in the correlation between social media site
use intensity and job performance.
1.2 Statement of the Problem
Social media has been used as a tool to reinvent the culture of the organization providing
employees with a stage for innovation, collaboration, and communication (Ward, 2008). For
some years now, employers have had to deal with issues concerning employees’ internet use
through organizational information and communication technology infrastructure. In the
organizational context, the problem associated with social media as well as the nature of the
content on such sites presents employees with a dilemma hence organizations are slowly
accepting social media as a tool for communication. Deans (2011), Kaplan and Haenlein (2010)
noted that in recent years, organizations are slowly allowing the use of social media for a
variety of purposes during the work day. A key factor for the organizations’ sense of fear is that
little is known about the effect of social media and potential benefits that can be gained from
social media use. This has led some of the employers to block social media access at the
workplace. However, blocking of social media access has proved to be a costly exercise that
simply does not work (Human Resource Practice and Workforce Report, 2014).Shami (2009) attempted to study the impact of social media sites on employee performance, he
looked at the effect of networking sites on the privacy and security of an organization, potential
benefits of social media sites and the impact of social media on employee performance but he
did not look at different social media sites independently. In a similar study, Ashraf (2014)
studied the impact of social media on employee performance, his objectives were to determine
the effect of facebook, Twitter, Slide Share and LinkedIn on employee performance, but he did
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not look at the effect of WhatsApp on employee performance. It is against this backdrop that the
research was carried out to assess the effect of social media use on employee performance.
1.3 General Objective of the Study
The general objective of the study was the assessment of social media use on employee
performance in public universities, a case of Rongo University.
1.3.1 Specific objectives
i. To find out the effects of Facebook use on employee performance in Rongo University.
ii. To determine the effect of LinkedIn use on employee performance in Rongo University.
iii. To establish the effect of Twitter use on employee performance in Rongo University.
iv. To examine the effect of Whatsapp use on employee performance in Rongo University.
2.0 Theoretical Review of Literature
This section explored relevant theories to the study in order to establish the research gaps. The
theories used were connectivism theory, social exchange theory, social network theory and
social cognitive theory.2.0.1 Connectivism theory
Connectivism theory is a learning theory for the digital age. It was propounded by Siemens
(2006) and states that knowledge cannot happen as a process of continuous knowledge
acquisition but in the course of perpetuation of connections. Continued learning is centered on
the capability to stay linked and connected to digital social networks with which interests are
and can continuously be shared. Connectivism is networking, practical to learning and
knowledge patterns on which we can act and reside outside of ourselves. This theory is related
to the study in that when employees use digital tools to connect, they are capable of reflecting
on conversation about and internalize substance in order to learn. The connections also help
employees to develop the ability to create new knowledge at any point in time. Connectivism
theory acknowledges that learning is no longer an individual activity but rather a process that
allows people to flourish in the digital era, (Siemens & Tittenberger, 2009). The capacity to
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attach to others and create networks will be more vital as the influx of information continues to
increase.2.0.2 Social exchange theoryGiven that all social media are dependent on user providing content, an understanding of the
reasons as to why people partake appears fundamental. This theory originated from sociology
studies exploring exchange between individuals or social groups (Emerson, 1976). The theory
mainly uses cost-benefit framework and assessment of alternatives to give explanation on how
individuals communicate with each other, how they form relationships and bonds, and how
communities are formed through communication exchange (Homans, 1958). The theory states
that individuals engage in behaviors that are rewarding and stay away from behaviors that have
too high a cost, that is, all social conduct is based on each individual’s biased evaluation of the
cost-benefit of contributing to a social exchange. Individuals communicate with each other
subject to give-and-take actions from the other communicating party (Emerson, 1976). This
theory relates to this study in that employees get to see benefits when using social media to
communicate and if not rewarding, they will leave it.
2.0.3 Social network theory
This theory describes patterns of interactions among people as a graph of connections
(Newman, 2002). The persons within a network are called nodes and the relationships between
actors are called ties. The ties and nodes constitute the structure of a social network for social
action (Burt, 1992). The theory seeks to understand the nature of a network and the antecedents
and consequences of the network at different levels that is interpersonal, inter-unit or inter-
organizational level. Studies have indicated that fast receipt of resources affects knowledge
transfer and task performance. Therefore, if people use the networks/connections to access
information faster, it will contribute to their performance. This theory is relevant to this study
because social media affects communication and knowledge sharing. If social media sites use
enhances communication and knowledge sharing, then employees’ performance will improve.
2.0.4 Social Cognitive theory
This is a psychological model of behavior that emerged primarily from the work of Albert
Bandura (1977, 1986). It was developed having importance on the attainment of social
behaviors. Social Cognitive theory continues to emphasize that learning occurs in a social
environment and much of what is learnt is gained through observation. The theory is based on
several fundamental assumptions about learning as well as behavior. The first assumption is
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that, personal, behavioral and environmental factors manipulate one another in a bidirectional,
give-and-take fashion, that is, a person’s on-going functioning is a product of a nonstop contact
between cognitive, behavioral and contextual factors. The second assumption is that people
have an agency to control their behavior and the environment in a decisive, goal-directed
fashion (Bandura, 2001). The belief conflicts previous forms of behaviorism that advocates a
more thorough form of environmental determinism. The social cognitive theory does not
contradict the significance of the surroundings in determining behavior, but it argues that people
can as well, through foresight, self-examination, and self-regulatory processes exert substantial
influence over their own outcome and the surroundings more broadly. The third assumption is
that, learning can occur without an instant change of behavior or more broadly that learning and
the demonstration of what has been learnt are distinct processes. This theory also assumes that
learning involves not just the acquisition of new behavior but also of knowledge, cognitive
skills, conceptual rules, principles, concepts and further cognitive constructs. This division of
learning and behavior is shift from the position advocated by behavioral theories that defined
learning stridently as a change in the form of behavior. In relation to this theory, social media
does help people to learn and even influence the environment in which they interact with. Since
personal behavior and environmental factors affect ones’ behavior, then social media has the
capacity to change peoples’ behaviors and the environment in which they interact with.
2.1 Empirical Review of Literature
2.1.1 Facebook Use and the relationship with employee performance
Aguenza (2012) attempted to study the effect of FaceBook use on productivity in the
workplace, looking at the challenges and constraints. He established that the use of Facebook
has a positive impact on employee productivity, two-way communication and effective
collaboration and that the organization should establish appropriate policies at the workplace to
determine how much use will be made of Facebook for job purposes. Further, the organizations
should work with, not against Facebook and other social media sites because organizations that
fight the advancing of technology are combating a losing battle. Ashraf (2014) conducted a
study on the impact of social networking (Facebook, Twitter, SlideShare and LinkedIn) on
employee performance. Data was analyzed using correlation and regression analysis. He found
that social networks affects working situations of employees, employees’ skills/ability
correlation and knowledge, qualification, productivity and motivation level. Also, the motives
of using social media vary from one person to another. Further, people do connect to LinkedIn
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for professional purposes, Facebook and MySpace for personal motives, Twitter for social
networking, personalized Blogs for personal thoughts and viewpoints. The ultimate logic of
connecting is building social contacts and sharing information.Similarly, Karanja (2013) studied the effects of social media use on employee performance
having a target population of 130 employees and a sample of 60 respondents. He analyzed data
descriptive statistics and findings showed that social media was applied more for social
purposes rather than business transactions during working hours, employees did not use social
media to respond to work-related issues while Profession oriented sites were not popular among
employees as those sites that were intended for social use. He recommended that organizations
should consider all-inclusive, adequate policies in attempt to deal with social media issues such
as personal usage, business relevance, site restrictions and information discretion devoid of
restricting individuals from benefiting both personally as well as professionally. In a similar study, Michael et.al (2013) carried out a study on the effect of social media in
today’s workplace by focusing on whether social media sites at workplace was a distraction or it
did provide a boost to employee productivity and whether employers should discipline
employees for what they post on their Facebook profiles. The researcher conducted a survey on
the University undergraduate students and the professors about the use of Facebook while
working. The researcher also examined the effect of Facebook postings outside work. The
findings revealed that Facebook postings could jeopardize a position at the workplace. The
study concluded that social media sites use is a threat to productivity at the workplace but there
is higher expectation that monitoring of social media communication by employer will benefit
the organization and the employees at large. Bhanot, (2012) studied the impact of social media
on company performance by interviewing 25 social media experts and found that social media
can be used for internal communication as well as a method of engaging with both the existing
and the potential new customer. He argued that the business context has been revolutionalized
by the arrival of several sites such as LinkedIn, Facebook, Twitter and much more. He
concluded that companies that invest early to harness the power of social media claim higher
returns, with even greater gains predicted to be on the way.Harmon (2011), a social email provider carried out a study on social network and productivity,
he surveyed 515 IT users. The main purpose was to better understand the impact that electronic
distractions had on the workplace. He found that 57% of work interruptions involved either use
of social networks for texting messages, Facebook and internet searches. The remaining 43% of
workplace distractions came from activities such as phone calls, talking with co-workers and
impromptu meetings while 45% of employees surveyed reported that they could work
uninterrupted only for 15 or less minutes and 53% wasted at least one hour each day due to all
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types of distractions. Moreover, some employees were addicted to web-based activities and that,
2 out of 3 people tuned out of face-to-face meetings to communicate digitally with someone
else. Hence, organizations should enforce policies and technology to minimize distraction at
work, monitor usage patterns, provide training, provide venture collaboration windows and
institute no Facebook days.In a related study, Gaudin (2009) found that companies that allow users to access Facebook in
the work place lose an average of 1.5% of total employee productivity. In a related study,
Nuclear research (2008), they did a survey of 237 employees and found that 77% of employees
who have a Facebook account access their accounts during working time and ‘some’ of the
workers use social networking sites in so far as two hours daily at work. Out of those using
facebook at work, 87% had no clear business reason for using the site. Thus, restricting
Facebook can reclaim lost productivity.
2.1.2 LinkedIn Use and employee performance
Technology has changed the way business operates and this has been evidenced in that, over’
200 million businesses have a company page on LinkedIn whereby most businesses rely on
LinkedIn to update for their followers on the current events that are happening either within the
company or their industry. Keels (2003) studied the effect of social media use in organizations
to determine how social networks are used, if its use enhances or reduces output and how
organization-friendly design and use might advance in a Large Techno-savvy organization
through a broad survey and 30 focused interviews. He found that extensive social and work uses
with complex patterns that differ with a software system and networker age. LinkedIn was used
by recent students, young professionals and older professionals. LinkedIn focused on
professional information, encouraged users to construct abbreviated curriculum Vitae and to
establish connections. LinkedIn was also useful for positioning young professionals in job
markets, used to build and maintain external professional networks while Facebook was used to
connect with friends, family, and colleagues. Shami (2009) attempted to study the impact of
social media participation on job performance; he used a study of 75,747 employees of a large
global company in the course of three years, and found that social media usage through forums
and status updates is positively associated with performance ratings. Further, amplified social
participation is not connected with decrease in performance.
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2.1.3 Twitter use and employee performance
Parise, Whelan, and Todd (2015) studied the impact of twitter on new ideas generation for a
period of five years focusing on ten groups of employees across five companies in a range of
industries. They established that employees who use Twitter were more innovative because they
shared content with the appropriate internal stakeholders. Omekwu (2014) carried out an
investigation on the use of Twitter among the undergraduate students of the University of
Nigeria to determine the benefits of using the social network. He sampled 150 respondents who
were selected randomly. The study revealed that frequently, students use social networks for
interaction with friends, connecting with their classmates for online study and for discussing
national issues. There are also benefits and dangers associated with the use of social media.
Thus, university authorities should organize seminars to enlighten the students in the not-so-
good aspects of social media. Gakui et al (2013) studied the effect of social media participation in the workplace on employee
productivity. They used a randomly selected sample from a population that had internet
connectivity at their place of work. Inferential analysis was undertaken to ascertain the degree
of relationship between the variables. There were both the positive and negative relationship
between social media involvement and employee output. The negative relationship was stronger
as employees spent most of their time on Twitter enhancing personal networks. Positive
relationships exist in employees’ use of twitter in the workplace for both work and non-work
related activities. Twitter has the potential to allow employees to form collaborations and
communities for knowledge creation and sharing enhanced channels of contact which improve
employee productivity. However, it can draw employees into an obsession that distracts
performance in addition to straining the enterprise resources.
2.1.4 WhatsApp Use and the Relationship with Employee Performance
Technology is evolving at a very fast rate and what most people did not even imagine could be
existent a few years ago is now becoming a certainty. WhatsApp is one of the changes in
technology that is frequently used on definite mobile phones and computers. Yalcinalp and
Gulbahar (2010) articulates that the value of these applications encourage learners to learn by
anticipating needs, make collaborative learning efficient and effective, build relationship that
stimulates learner-to-learner for consistent and progressive learning. Most people think that use
of social media sites time wasting. Nevertheless, several studies have made known just the
opposite. Social media may actually increase employee productivity. An employee who uses
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social media is 9% more productive than those who do not (Fahmy, 2009). Employees who are
social by nature and are connected to other people through social media are better persons in the
workplace. This is because they are skillful at interacting with other employees and have ability
to solve problems. Similarly, 70% of those who accessed the internet for personal use resulted
in sharpened employees’ attentiveness. It is assumed that by taking short breathes; the brain will
be refreshed and renewed.Yusman (2014) studied the impact of WhatsApp media usage on students’ performance in
tertiary institutions in Ghana. Yusman found out that WhatsApp took much of students time,
resulted in procrastination related problems, destroyed student spellings and grammatical
construction of sentences, led to a lack of concentration during lectures, resulted in difficulty in
harmonizing online activities and academic research and distracts students from completing
their assignments and adhering to their private studies timetable. Therefore, tertiary institutions
should intensify guidance and counseling sessions. In a similar study, Nur-Alan and Abudullah
(2011) studied the impact of WhatsApp mobile social learning on the achievement and attitude
of female students compared with face-to-face learning in the classroom, he conducted an
experiment using an experiment group with a control group. The E-learning process of the
experiment group was based in WhatsApp mobile learning activities. They used T-test to
evaluate the differences among the experimental group and the control group. It showed that
there was a real difference, at 0.05 alpha level, of the achievements and attitudes of the
experimental group compared with the control group.
2.2 Employee performance
Employee performance is very essential in the success of any organization. Success depends on
employees’ creativity, commitment and innovation. As Vroom (1964) elucidates, employee
performance is based on individual factors that is, Knowledge, personality, abilities, skills and
experience. In a research carried out by Survey (2013) on the impact of employee engagement
on employee performance, he found that employee engagement drives performance by
improving relationship, productivity, safety and profitability. He further found that engaged
employees work to contribute positively to the success of the organizations and they care about
their organization. They are also less likely to leave the organization for other jobs, work faster,
better and more safely and focus on the customers’ experience ensuring that customers are
happy and profits are maximized.A study conducted by Ekit (2010) looked at the effect of motivation on employee performance
in an institution. She established that Institutions use differing means of motivational tools in
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Facebook useCreating connectionsConnecting with, family colleagues
LinkedIn useBuilding and maintaining professional connectionPositioning young professional in job market
Twitter useOnline learningKnowledge sharing
WhatsApp useInstantaneous messagingInformation sharing
Employee performanceProductivityTeam workMeeting targetscommitment
motivating employees which included helping employees to perform their work, maintaining a
healthy employee/employer relationship, encouraging employees to perform their work
efficiently, helping employees solve their personal problems, encouraging teamwork and
improving employee morale at the workplace. This helped employees perform better hence
improving the overall organizational performance. If social media could be used to maintain a
healthy employer/employee relation, encourage teamwork and improve employees’ morale in
the workplace, then they will improve employee productivity. In a similar study, Adbullahi
(2010) examined the impact of employee motivation on employee performance. He used
quantitative data and he analyzed it using descriptive and inferential statistics to measure the
significance of linear regression between the independent and dependant variables. He found
that motivation has powerful positive influence on employees’ performance more than job
satisfaction.
2.3 Knowledge Gap
Under the empirical review of literature of the study, Ashraf (2014) studied the impact of social
networking on employee performance by looking at the impact of social media like Facebook,
Twitter, SlideShare and LinkedIn on employee performance, he analyzing his data using
correlation and regression analysis, but he did not look at the effect of WhatsApp on employee
performance. Gonzales, (2013) in his research on the impact of social media on socialization
and employee commitment, he conducted a survey, administering it to 458 IT employees of a
large financial institution. In this study, Gonzales looked at the potential benefit of social media
only in line with socialization but did not explore the effect of the different types of social
media, such as Facebook, Twitter, LinkedIn, and WhatsApp on employee performance. Shami,
(2009) attempted to study the impact of social media sites on employee performance. He looked
at the effect of networking sites on the privacy and security of an organization, potential
benefits of social media sites and the impact of social media on employee performance but he
did not look at different social media sites independently.
2.4 Conceptual framework
Dependent Variable Independent Variable
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Figure 2.1 Conceptual Framework
3.0 Research Methodology
This section describes the methods which were applied in carrying out the research and covered
research design, Target Population, Study are, Sample and Sampling technique, Data Collection
Instruments, Validity and reliability of research instruments, Data Collection Procedure and
Data analysis.
3.1 Research Design
The study adopted a descriptive research design. Descriptive research design aims at observing,
describing and documenting aspects of a situation as it naturally occurs rather than explaining
them. The design had an advantage of producing a good amount of responses from a wide range
of people. It also provided a more accurate picture of events at a point in time. In this context,
the description of variables and phenomenon was based on the views, opinions and responses
provided by the respondents without manipulating their situations.
3.2 Study Area
The study was conducted in Rongo University which is in Migori County in the western region
of Kenya. It is approximately 400 kilometers from Nairobi along Kisii –Migori highway.
3.3 Target Population
According to Ngechu, (2004), a study population is well-defined as a set of people, group of
things, households, firms, services, elements or events which are being investigated. Thus, the
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population should fit a certain specification which the researcher will study. The target
population of the study was 497 employees from Rongo University. These comprised of
teaching and non-teaching from all departments who are employed on the permanent and
contract basis.
Table 3.1 Target Population
Participant Target population Percentage (%)
Teaching Staff 139 27.9
Non-teaching staff 358 72.1
Total 497 100.0
Source: Human Resource-Rongo University College (June 2015)
3.4 Sample Size and Sampling Technique
A sample design is a sketch for obtaining a sample from a given population. This refers to the
procedure the researcher would use in selecting items for the sample from the population
(Kothari, 2004). A sample design is determined before data is collected. The intention of
sampling is to get a representative collection which enables the researcher to gain information
about the entire population when faced with restrictions of time and funds. A sample size of 136
respondents was randomly selected from the target population using the mathematical approach
developed by Nassiuma (2000).
n=NC2
C2+(N−1) e2……………………………………………Equation (3.1)
n = sample size;
N = population size;
C = coefficient of variation which is 0.5
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e = error margin which is 0.05.
n = ____497 (0.5) 2 _____
0.52+ (497-1)0.052
n = 136
Table 3.2 Sample Distribution
Participant Target population Sample Size
Teaching Staff 139 58
Non-teaching staff 358 78
Total 497 136
3.4.1 Sampling Technique
Stratified random sampling was used to select 136 respondents who were administered with
questionnaires. Stratified random sampling was preferred because it gives flexibility to the
researcher to make a decision on identification and allocation of the units for the strata.
3.5 Data Collection Instrument
The study used primary data that was obtained through a semi-structured self-administered
questionnaire. The questionnaire had open-ended and closed questions which were based on a 5
point Likert scale where 5 represented strongly agree (SA), 4; agree (A), 3 neutral (N), 2
disagree (D), 1; strongly disagree (SD). The closed questions enabled the researcher to collect
quantitative data. 3.6 Data collection procedureBefore collecting data, the researcher acquired various relevant permits. The researcher issued
the questionnaires using drop-and-pick later after 5 days. To ensure that the respondents filled
the questionnaires on time, the researcher made follow-ups to check the progress.
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3.7 Instrumentation3.7.1 Validity of instruments
The validity test showed the extent to which set of measures correctly represents the concept of
the study. The validity of the questionnaire was established in two ways; face validity where, a
pilot study was conducted in Kisii University where some employees were given the 14
questionnaires to fill randomly to find the question interpretation perception. According to
Mugenda and Mugenda (2003), 10% of the sample is sufficient for a pilot study. Content
validity where supervisors were given questionnaires to go through and made suggestions on
the adjustment to be made.
3.7.2 Reliability of InstrumentsReliability is a measure of the degree to which research instruments yield consistent results
(Fairchild, 2002). The questionnaire was pre-tested to determine its reliability. Reliability of the
questionnaire items was determined using test-retest method by 14 respondents from Kisii
University whereby they were given the same questionnaire at different times to ascertain
consistency. Before conducting any analysis, the study evaluated whether instruments were
reliable and valid in order to enhance the accuracy of their assessment and evaluations.
According to Field (2005), a Cronbach Alpha that is greater than 0.7 implies that instruments
given have a good measure. The Table 3.3 indicates Cronbach’s alpha coefficient for root
constructs (independent and dependent variables).
Table3. 5 Cronbach’s Alpha Index
Scale No. of items Cronbach’s Alpha
Facebook 9 0.764
LinkedIn 12 0.789
WhatsApp 11 0.836
Twitter 16 0.972
Employee
performance
6 0.788
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From the study results, the variables had 9, 12, 11, 16 and 6 items having Cronbach Alpha
coefficients of 0.076, 0.789, 0.836, 0.972 and 0.788 respectively. It was established that all the
study variables had a score of more than 0.7, they were valid. The pilot study results were not
included in the final data analysis of the study.
3.7 Data Processing and Analysis
The data collected was sorted and edited to minimize errors. The data was coded and analyzed
using statistical package for social science. Analysis was done using descriptive and inferential
statistics to measure the relationship between the dependent and independent variables. The
study assumed a linear relationship between the independent variables and the dependent
variable following a Binary regression model.
Yi = + 1X1+ 2X2 + 3X3 + 4X4 + ……………………………
Equation (3.2)
Where: Y is the dependent variable (Employee performance), X1= Facebook use, X2= LinkedIn
use, X3= Twitter use, X4 =WhatsApp use. = Y intercept, 1, 2, 3 and 4 are
the net changes in Y. Findings were presented using frequency tables and figures.
4.0 Study Findings and Discussions
4.1. Response Rate
Table 6.1 Response Rate
Respondents Frequency Percentage (%)
Respondents 113 83
Non-Respondents 23 17
Total 136 100
A total of 136 questionnaires were issued on a drop-and-pick later basis. The researcher also
made follow-ups to ensure that the respondents did fill the questionnaire. Out of the total
questionnaires distributed, 113 questionnaires were filled and returned resulting into a response
rate of 83%. However, of the returned questionnaires, two had errors and were not considered95
fit for analysis. Majority of them were within the university and in their respective departments
especially the head of departments. However, following Sekaran (2000) and Cooper and
Schindler (2003), a response rate of above 30% or 40% of the total sample size are sufficient
enough to guarantee generalization of the characteristics of a study problem.
4.2. Demographic characteristics
The study used various descriptive statistics to analyze the demographic characteristics of the
respondents and findings were presented in frequency tables.
4.2.1: Gender
From Table 4.2, the findings study shows that majority (60.4%) were male while 39.6% were
female. The result implies that most departments were dominated by male employees.
Table 4.2 Gender Distribution
Gender Frequency Percentage Cumulative
Male 67 60.4 60.4
Female 44 39.6 100.00
Total 111 100.00
4.2.2: Age
In terms of age distribution, Table 4.3 shows that most respondents at the university were on
average 29 years. Further, the study analyzed age in four different age groups of fifteen years
difference. Further, most employees (41.4%) were aged between 31 years and 45 years. This
implies that most employees in Rongo University are of middle age from the departments
surveyed. Also the age group of between 15-30 years had 40 observations with a percentage of
36.1. This implies that the number of younger generation was also high.
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Table 4.3 Age categories
Categories in years Observations Percentage Mean
15-30 40 36.1 31.1111
31-45 46 41.4 36.72727
46-65 14 12.6 26.86486
66 and above 11 9.9 22.40909
Overall age distribution 111 100 29.0625
On the age group of 66 years and above, the number of observations made was 11 with a
percentage of 9.9. This implies that there are a few elderly people working in Rongo University.
4.2.3: Education Levels
Education level was assessed with consideration of the highest academic level achieved by the
respective respondent. Figure 4.1 below shows the distribution of highest level of education.
There was no one with less than diploma education. Approximately 0.9% had diploma
education, 5.4% had degree education level while 91.9% of the respondents had postgraduate
(masters and above) education levels. This implies that all the respondents were well educated;
hence they were at a better position to read, understand and answer the questions well.
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Figure 4.1 Highest Education Level
4.2.4: Working ExperienceThe study also sought to determine the working experience of the respondents. Table 4.4 shows
that most respondents had worked in their current position between one and three years with a
higher percentage (65.75%). The lowest worked duration reported was of 6 years and above
where it recorded a percentage of 18.02. This implies that most of Rongo University employees
were in the early years of their careers.
Table 4.4 Years in current position
Working experience (years) Frequency Percentage Cumulative
Between 1 and 3 years 51 45.95 56.61
Between 3 and 6 years 30 27.03 89.91
6 and above years 20 18.02 100.00
Total 111 100.00
4.2.5: Sites with Accounts
In this section, respondents indicated the social media sites which they have an account with.
The study revealed that 31.2%, 20.0%, 17.9%, and 30.9% were realigned based on the four sites
(Facebook, LinkedIn, Twitter and WhatsApp) respectively. The frequency is as indicated in
Table 4.5. This implies that most employees have facebook and WhatsApp accounts while
LinkedIn and Twitter were not popular among the employees.
Table 4.5 Sites with account
Account Frequency Percentage Cumulative
Facebook 103 31.2 31.2
LinkedIn 66 20.0 51.2
Twitter 59 17.9 69.1
WhatsApp 102 30.9 100.00
Total 330 100.00
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4.2.6 Accounts used daily
Findings in Table 4.6 reveal that most employees used Facebook (35.58%) and WhatsApp
(35.09%) on a daily basis. Twitter (17.31%) and LinkedIn (12.02%) were not popular among
employees.Table 4.6 Accounts used daily
Account Frequency Percentage Cumulative
Facebook 74 35.58 35.58
LinkedIn 25 12.02 47.6
Twitter 36 17.31 64.91
WhatsApp 73 35.09 100.00
Total 208 100.00
4.3 Role of Facebook use
This section provides an analysis of facebook usage on employee performance in Rongo
University in Migori County. To determine the effect of facebook on the performance of
employees in Rongo University, participants were requested to respond to a set of statements on
five point likert scale. The first statement was on whether employees utilize facebook to create
new connections. As shown in Table 4.6, majority (41 .7%) of the respondents were in
agreement (mean=3.651), 23.3 % were neutral, 21.4% strongly agreed while 7.8% and 5.8%
respondents had divergent views.
Table 4.6 Facebook usage
Respondents’ Opinion Items S.A A N D S.D Mean Std. Dev.
Create new connections 103 21.4 41.7 23.3 7.8 5.8 3.651 1.082
Connect with family
and friends
103 23.3 36.9 25.2 9.4 4.9 3.641 1.092
Collaborate with
colleagues
103 18.4 23.3 35.9 14.6 7.8 3.301 1.162
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Upload and down load
photos and videos
103 14.6 40.8 23.3 9.7 11.7 3.369 1.196
Keep in touch with my
colleagues
103 20.4 44.7 20.4 7.8 6.8 3.641 1.101
Knowledge sharing 103 19.4 24.3 35.0 14.6 6.8 3.349 1.152
Chatting with friends 103 22.3 36.9 25.2 9.7 5.8 3.602 1.114
Information sharing 103 25.2 43.7 14.6 9.7 6.8 3.709 1.152
On whether respondents used facebook for connecting with family and friends, majority
(36.9%) of the participants (mean=3.651) were in agreement in their responses to the statement.
The third statement asked the respondents whether they used facebook to collaborate with
colleagues, 35.9% of the respondents were neutral (mean=3.301) to the statement. The fourth
statement on whether the participants used facebook to upload and download videos, majority
40.8% were in agreement (mean=3.369), 23.3% remained neutral while 14.6%, 9.7% and 11.7%
were impartial. Further, on whether the respondents use facebook to keep in touch with their
colleagues, majority, 44.7% were in agreement (mean=3.641) while 20.4% were neutral. The
rest of the respondents have a divergence of opinion on the statement. On whether the
respondents use facebook on knowledge sharing, 35.0% of the respondents were neutral
(mean=3.349) to the statement. This gives an impression that, the respondents could be using
facebook on other uses as indicated by the divergence of respondents. Additionally, the
respondents were asked whether they use facebook on chatting with friends, 36.9% of the
respondents were in agreement (mean=3.602) with the statement while the rest had divergent
opinions. On whether the respondents used facebook for information sharing, 43.7% of the
respondents were in agreement (mean=3.709). Further, all the statements had standard
deviations which were greater than 1 implying that the respondents had varying divergent
opinions on all the statements. The findings indicate that most employees of Rongo University
used facebook more for information sharing. This study concurs with the findings of Omenku
(2014), who conducted a study on the effect of social media on employee productivity and
found that Facebook had direct response to the need to offer adequate information,
communication, dissemination, mobilization and discussing of a wide range of information. Xi.
Zhang had the same findings that Facebook had a positive impact in knowledge sharing social
network ties. Also the study recorded a higher mean on the use of Facebook to create new
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connections. These findings concur with the findings of North (2010), who that Facebook is
considered by most employees as worthwhile in the organization since it helps them to create
and maintain new connections.
4.4 LinkedIn use
This section analyzed the effects of LinkedIn use on employee performance in Rongo
University. The first statement was on whether employees utilize LinkedIn in building and
maintaining professional connections. Findings in Table 4.9 shows that 50% of the respondents
were in agreement (mean=4.1061), 34.8% of the respondents strongly agreed, 9.1% were
neutral while 3.0% disagreed and strongly disagreed respectively. The standard deviation varied
from the mean by 0.91364 points. The second statement sought to determine whether employee
use LinkedIn to keep in touch with friends and colleagues, 34.8% were in agreement
(mean=3.0909), 25.8% were neutral while 18.2% strongly disagreed that respondents use
LinkedIn to keep in touch with colleagues.
Table 4.7 LinkedIn Usage
Respondents’ opinion Items SA A N D SD Mean Std. Dev.
Build and maintain
professional connections
66 34.8 50.0 9.1 3.0 3.0 4.1061 0.91364
Keep in touch with friends
and colleagues
66 10.6 34.8 25.8 10.6 18.2 3.0909 1.27373
Career improvement 66 18.2 50.0 18.2 9.1 4.5 3.68818 1.02521
Job search 66 24.2 45.5 18.2 3.0 9.1 3.7273 1.14416
Knowledge sharing 66 19.7 33.3 28.8 9.1 9.1 3.4545 1.17907
Positioning myself in job
market
66 15.2 18.2 33.3 21.2 12.1 3.0303 1.22750
Information sharing 66 25.8 39.4 16.7 10.6 7.6 3.6515 1.19605
Collaborate with colleagues 66 27.3 34.8 15.2 12.1 10.6 3.5606 1.30241
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On whether the respondents used LinkedIn on career improvement, majority, 50.0% were in
agreement, 18.2% were neutral (mean=3.0909), 9.1% of the respondents disagreed while 4.5%
of the respondents strongly disagreed with the statement. The study also asked respondents
whether the participants used LinkedIn to search jobs online and the majority, 45.5% were in
agreement (mean=3.7273) while 24.2% strongly agreement that they use LinkedIn on job
searching. Further, on whether the respondents use LinkedIn in sharing knowledge, 33.3% of
the respondents were in agreement (mean=3.4545) while 28.8% were neutral to the statement.
Moreover, on whether the respondents use LinkedIn in positioning themselves in the job
market, 33.3% of the respondents were neutral (mean=3.2303) and 21.2% disagreed with the
statement. On the statement whether, respondents’ use LinkedIn in sharing information, 39.4%
of the respondents were in agreement (mean=3.6571) while 25.8% strongly agreed with the
statement. When respondents were asked whether they use LinkedIn in collaborating with
colleagues, majority, 34.8% of the respondents were in agreement (mean=3.5606). Additionally,
apart from the first statement, all the other statements had standard deviations which were
greater than 1 implying that the respondents had divergent opinions from the mean scores.
4.5 Twitter use
The study sought to establish the effect of twitter use on employee performance in Rongo
University in Table 4.7. The respondents were asked whether they use twitter to create new
connections and majority (mean= 3.5085) were in agreement with the statement. The
respondents were also asked whether they use twitter to keep in touch with friends and
colleagues , the mean of 3.5424 indicates that majority of the respondents were in agreement
with the statement. The respondents were also asked whether they use Twitter to maintain
professional connections. Majority (30.5%) of the respondents strongly disagreed
(mean=2.8983) while 27% strongly agreed, 16.9% agreed and 20.3% were neutral. As per the
statement on whether the respondents use twitter to search job online, 42.4% of the respondents
were neutral (mean= 3.2881) while 33.9% of the respondents disagreed with the statement.
Further, on the opinion about whether the respondents use Twitter in sharing knowledge,
majority, 33.9% were neutral (mean= 3.0678). As to whether the respondents use Twitter in
chatting with colleagues, majority, (mean= 3.3390) imply the majority were impartial on
whether they use twitter on chatting with colleagues.
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Table 4.8 Twitter usage
Respondents’ opinion Items SA A N D SD Mean Std Dev
Create new connections 59 23.7 37.3 15.3 13.6 10.2 3.5085 1.27810
Keep in touch with friends
and colleagues
59 27.1 39.0 10.2 8.5 15.3 3.5424 1.38118
Maintain professional
connections
59 27.0 16.9 20.3 10.2 30.5 2.8983 1.55025
Job search 59 0.00 8.5 42.4 33.9 15.3 3.2881 1.14547
Knowledge sharing 59 11.9 23.7 33.9 20.3 10.2 3.0678 1.15765
Chatting with colleagues 59 13.6 40.7 23.7 10.2 11.9 3.3390 1.19785
Information sharing 59 27.1 39.0 15.3 11.9 6.8 3.6780 1.19540
Collaborate with colleagues 59 13.6 11.9 23.7 30.5 20.3 2.6780 1.30570
This is also reflected with the standard deviation of 1.19785 showing divergence of opinion
from the mean score. As per whether respondents use Twitter in sharing information, majority,
39.0% were in agreement (mean= 3.6780) to the statement. Furthermore, the respondents were
asked whether they use Twitter to collaborate with colleagues and majority, 30.5%, were in
disagreement (mean=2.6780) with the statement. All statements had standard deviations greater
than 1 implying that the respondents had divergent opinions from the mean score.
4.6 WhatsApp Use
This section analyzed the effect of WhatsApp use on the performance of employees in Rongo
University in Table 4.8. The first statement was on whether employees utilize WhatsApp to
connect with family and friends and majority, 41.2% of the respondents were in agreement
(mean= 3.8039), 32.4% strongly agreed, 10.8% were neutral while 5.9% and 9.8% disagreed
and strongly disagreed respectively. The second statement sought to determine whether
employee use WhatsApp to keep in touch with friends and colleagues and majority, 35.3%
strongly agreed while 30.4% were in agreement (mean= 3.7157) with the statement. However,
16.7% were neutral while 5.9% disagreed.
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Table 4.9 WhatsApp Usage
Respondents’ opinion Items SA A N D SD Mean Std Dev
Connect with family and friends 102 32.4 41.2 10.8 5.9 9.8 3.804 1.235
Keep in touch with friends and
colleagues
102 35.3 30.4 16.7 5.9 11.8 3.716 1.323
Keep in touch with other
professionals
102 25.5 36.3 18.6 11.8 7.8 3.598 1.213
Job search 102 9.8 17.6 34.3 24.5 13.7 2.853 1.164
Knowledge sharing 102 12.7 27.5 36.3 13.7 9.8 3.196 1.135
Instant messaging 102 28.4 35.3 15.7 11.8 8.8 3.628 1.258
Information sharing 102 23.5 28.4 19.6 11.8 16.7 3.301 1.392
Collaborate with colleagues 102 24.5 29.4 21.6 15.7 8.8 3.451 1.264
The respondents’ were asked whether they use WhatsApp to keep in touch with other
professionals and 36.3% of the respondents agreed (mean= 3.5980), 25.5% strongly agreed
while 18.6% were neutral. As per the fourth statement whether the participants use WhatsApp in
searching jobs online, 34.3% were neutral (mean= 2.8529) and 24.5% disagreed with the
statement. Further, on the opinion about the use of WhatsApp on knowledge sharing, 36.3%
were neutral (mean= 3.1961) and 27.5% of the respondents were in agreement with the
statement. As to whether the respondents use WhatsApp in instant messaging, majority, 35.3%
of the respondents were in agreement (mean= 3.6275) while 28.4% strongly agreed. The
respondents were also asked whether they use WhatsApp on information sharing and 29.4% of
the respondents indicated were in agreement (mean= 3.4510), 24.5% strongly agreed, 21.6%
were neutral while 15.7% and 8.8% disagreed and strongly disagreed respectively. The
standard deviations for all statements revealed that the respondents had divergent opinions from
the mean scores.
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4.7 Employee Performance
This section provides an analysis of on employee performance in Rongo University in Migori
County as indicated in Table 4.8. The first statement asked whether the respondents’ perform
their work with accuracy and majority, 33.3% were in agreement (mean= 3.4505), 27.0% were
neutral, 20.7% strongly agreed while 8.1% and 10.8% disagreed and strongly disagreed with
the statement respectively.
Table 4.10 Employee performance
Respondents’ opinion Items SA A N D SD Mean Std Dev
I do Perform my work with
accuracy
111 20.7 33.3 27.0 8.1 10.8 3.4505 1.21908
I do meet deadlines 111 23.4 37.8 22.5 9.9 6.3 3.6316 1.13661
I complete my work in a timely
manner
111 29.7 37.8 12.6 9.0 10.8 3.6667 1.28865
I consistently adhere to set work
schedules
111 16.2 27.0 34.2 13.5 9.0 3.2793 1.16128
I do work well with others 111 15.3 18.0 34.2 22.5 9.9 3.0631 1.13899
The working environment is
supportive
111 13.5 19.8 40.5 16.2 9.9 3.1081 1.1389
I have knowledge about the
company’s goals
111 21.6 39.6 16.2 11.7 10.8 3.4955 1.25679
I do meet my daily goals 111 22.5 36.9 20.7 11.7 8.1 3.5405 1.19684
On the statement whether employee meet deadlines as given to them by management, majority,
37.8% were in agreement (mean= 3.6216), 23.4% strongly agreed, 22.5% were neutral while
9.9% and 6.3% disagreed and strongly disagreed with statement. The respondents were asked a
question whether they complete their work in time, 37.8% were in agreement (mean= 3.667),
29.7% strongly agreed, 12.6% were neutral while 9.0% and 10.8% disagreed and strongly
disagreed respectively. On the question, whether the respondents consistently adhere to set work
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schedules, majority (mean= 3.2793) were neutral, 27.0% were in agreement, 16.2% strongly
agreed and 13.5% disagreed. The fifth statement asked whether the participants do work well
with others and majority, 34.2% were neutral (mean= 3.0631) in their responses to the
statement. In line with the statement on whether the respondents working environment is
supportive, majority, 40.5% were neutral (mean= 3.1081) and 19.8% agreed that they work
environment is supportive. As to whether the respondents have knowledge about the company’s
goals majority (39.6%) were in agreement (mean= 3.4955) with the statement. Furthermore, the
respondents were asked whether they do meet their daily goals and majority, 36.9% of the
respondents were in agreement (mean= 3.5405).
4.8. Regression Analysis
The result in Table 4.11 shows the regression equation for computed coefficients of marginal
effects. The following equation shows only significant factors or coefficients;Y=−0.04480 FBK+0.34982 LNK−0.2272TWT−0.4905WTS
Where, Y is the probability of employee performance, FBK is facebook, LNK is LinkedIn,
TWT is Twitter and WTS is WhatsApp.
4.8.1 Facebook Usage and Employee Performance
The first objective was establishing whether there is any significant relationship between
Facebook usage and employee performance at Rongo University. It was found that the negative
relationship established was not significant since the T test showed a percentage of 3%
significance. This was contrary to the study findings of Aguenza (2012) and Ashraf (2014) who
found that the use of Facebook has a positive impact on employee output, collaborative
communication and efficient cooperation. That is, social networks affect working situations of
employees. Ashraf further noted that Facebook affect employees’ skills and knowledge,
productivity and motivational level. In addition, he found that People use social media for
different motives but most people use Facebook for personal motives. In spite of different
motives of using social media, the ultimate logic of connecting is building social contacts and
sharing.Also Harmon in his study found that 57 percent of work interruptions involved either use of
social networks such as facebook and internet search. He further noted that employees were
addicted to web-based activities that 2 out of 3 people tuned out of face-to-face meetings to
communicate digitally with someone else. He concluded that employees can be trained on how
to use Facebook effectively for the benefit of both the employee and the organization.in
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addition to his findings, he found that social media was not the only distraction. The other 43
percent of distraction at place of work came from other activities such as talking to co-workers,
phone calls and unplanned meetings. Gaudin’s study concurs with Harmon’s finding whereby
he found that companies that allowed their employees to access Facebook in the workplace lose
average of 1.5 percent of total employee productivity.
Table 4.11 Regression results for social media usage and effect on employee performance
Variables ME Std. Err. T P [95% Confidence Interval]
Facebook -0.04480 0.121355 -0.37 0.712 -0.2826571 0.1930463
LinkedIn 0.34982** 0.137300 2.55 0.011 0.0807216 0.6189292
Twitter -0.2272** 0.102913 -2.21 0.027 -0.4289775 -0.0255659
WhatsApp -0.49054*** 0.128881 -3.81 0.000 -0.7431472 -0.2379417
Number of observation = 43LR chi2(8) = 26.54Prob > chi2 = 0.0008Log likelihood = -10.050413Pseudo R2 = 0.5690
*** p ≤ 0.01, ** p ≤ 0.05, * p ≤ 0.10, two-tailed test
4.8.2 LinkedIn Usage and Employee Performance
The second objective investigated the effect between LinkedIn use and employee performance
at Rongo University College. Based on Table4.11, the study revealed that at 5% level of
significance, LinkedIn usage was shown to be positive and statistically significant in
influencing the employee performance at Rongo University College. The study found that
LinkedIn use significantly increases the probability employee performance by 35% holding
other factors constant. Skeels (2003) supports our study finding while investigating the effect of
social media use in organizations, if LinkedIn usage enhances or reduces productivity and how
enterprise-friendly design and use might evolve. From Skeels’ study shows that most businesses
were found to depend on LinkedIn to update for their followers on the current events that are
happening either within the company or their industry. He also noted that LinkedIn focused on
professional information, encouraged users to construct abbreviated curriculum vitae and to
establish connection. His findings revealed that LinkedIn was useful for it positioned young
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professionals in the job market, to build and maintain external professional networks. However,
Shami (2009) and Karanja (2013) found that increased social participation is not associated with
decreased performance and the latter found out that employees did not use the site to correspond
to work related issues such as responding to customers’ questions and that LinkedIn and other
professional sites were not popular among employees as compared to sites that were meant for
social purposes.
4.8.3 Twitter Usage and Employee Performance
The third objective, examines the existing relationship between twitter usage and employee
performance in Rongo University. The study found that at 5% significance level, twitter usage
significantly lowers the likelihood of employee performance. The results show that twitter
usage reduces the probability of employee performance at Rongo University College by 22.7%
holding other factors constant. The study results are supported by the study findings of
Omekwu (2014) who found that frequently, students use social networks for interaction with
friends, connecting with their classmates for online study and for discussing national issues. The
study however noted dangers associated with the use of social media. In that case Gakui et al
(2013) similarly in their study noted a positive and negative relationship to employee
performance whereby employees used Twitter to enhance their personal networks. However, he
noted that Twitter use enabled employees to form communities for knowledge creation and
sharing, enhanced channels of contact which improved employee productivity. He further noted
that use of twitter drew employees into an addiction that distracts performance as well as
straining the organizational resources.
4.8.4 WhatsApp Usage and Employee Performance
The study in the fourth objective investigated the relationship between WhatsApp use and
employee performance at Rongo University College. The study revealed that at 5% significance
level, WhatsApp usage significantly lowers the likelihood of employee performance by 49.1%
holding other factors constant. This finding concurred with the study results of Yusman (2014)
who found that WhatsApp took much of students time, resulted in procrastination related
problems, destroyed student spellings and grammatical construction of sentences, led to a lack
of concentration during lectures, resulted in difficulty in balancing online activities and
academic preparation and distracted the students from finishing their assignments and adhering
to their private studies timetable. Similarly, Fahmy in his study found that WhatsApp was used
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for social purposes. He noted that employees who were social by nature connected to other
employees through social media were better persons in the workplace which meant that they
were skillful at interacting with other employees and has ability to solve problems. On overall,
the study found that all independent variables were significant in jointly explaining the
dependent variable since the overall p value (p-0.0008) was less than 5% level of significance.
5.0 Summary, Conclusions and Recommendations of the Study
5.1: Summary of Findings
This section gives a summary of findings concerning Facebook use, LinkedIn use, Twitter use
and WhatsApp use in relation to employee performance. Literature indicates that digital
technologies have the ability to reshape the quality of teaching and learning in higher
institutions of learning. This is depicted given the fact that employee performance is very
essential in the success of any organization which depends on employees’ creativity,
commitment and innovation. This could only be possible if accepted and appropriately used by
the staff. This study was conducted to assess the effect of social media uses on employee
performance in public universities in Kenya. The study was guided by the following objectives;
to establish effects of Facebook use, LinkedIn use, Twitter use and finally Whatsapp use on
employee performance in Rongo University.
5.1.1 Effect of Facebook use on employee performance
The first objective of the study sought to establish whether there is any significant relationship
between Facebook usage and employee performance at Rongo University. The study found that
many employee use Facebook to create new connections, connecting with family and friends,
uploading and downloading photos and videos, keeping in touch with colleagues, chatting with
friends and information sharing. However, many employees were impartial on whether they use
facebook to collaborate with colleagues and for knowledge sharing. Thus, most employees use
Facebook for personal usage and this might be the reason as to why there was a negative
relationship which was insignificant. 5.1.2 Effect of LinkedIn Use on employee performanceThe second objective was to investigate the effect between LinkedIn use and employee
performance at Rongo University. The study found that most employees used LinkedIn to build
and maintain professional connections, for career improvement, job search, knowledge sharing,
information sharing and collaboration with colleagues. However, most employees had a neutral
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opinion on whether they used LinkedIn to position themselves in the job market. Further, the
study revealed that most employees used LinkedIn for professional use and this might be the
reason for a positive influence on employee performance of Rongo University at 5% level of
significance. LinkedIn usage was shown to significantly increase the probability of employee
performance by 35% holding other factors constant. The employees used LinkedIn to update for
their followers on the current events that are happening in the university. The employees did not
use the LinkedIn site to correspond to work related issues and that LinkedIn and other
professional sites were not popular among employees as compared to sites that were meant for
social purposes.5.1.3 Effect of Twitter Use on employee performanceThe third objective was to examine the existing relationship between Twitter usage and
employee performance at Rongo University. The study found that most employees use Twitter
to create new connections, keep in touch with friends and colleagues and chatting with
colleagues. However, most employees strongly disagreed on the opinion whether they use
Twitter to maintain professional connections, while most of employees were neutral on the
opinion whether they use Twitter for Job search. At 5% significance level, twitter usage
significantly lowers the likelihood of employee performance. The results showed that twitter
usage reduced the probability of employee performance at Rongo University by 22.7% holding
other factors constant. Twitter was also used for social networks for interaction with friends and
discussing national issues. 5.1.4 Effect of WhatsApp Use on employee performanceThe fourth objective was to investigate the relationship between WhatsApp use and employee
performance at Rongo University. The study found that most employees use WhatsApp to
connect with family and friends, keep in touch with other professionals, and instant messaging.
However, most employees had a neutral opinion whether they use WhatsApp for job search, and
knowledge sharing. On regression analysis, the study revealed that at 5% significant level,
WhatsApp usage significantly lowers the likelihood of employee performance. The social media
platforms considered in the regression equation revealed that apart from Facebook usage whose
negative relationship was insignificant, all other three (twitter, LinkedIn and WhatsApp) were
statistically significant in determining employee performance in Rongo University.
5.2: Conclusions of the study
The study concludes that most employees used Facebook for information sharing while
LinkedIn was used for building and maintaining professional connections. Further, most
employees of Rongo University used Twitter to maintain professional connections. The study
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revealed that most employees of Rongo University used WhatsApp to connect with family and
friends. LinkedIn was associated with significant higher likelihood of employee performance
perhaps due to its attributes related with knowledge and information sharing, career
improvement and collaborations. The inverse relationship exhibited by other social media
platforms like twitter and WhatsApp may be related to the aspect of increased use of these
media platforms in keeping in touch with family and friends with a lot of social chatting which
may not necessarily contribute to actual assigned duties in the University. This ultimately
consumes a lot of time and triggers performance of an employee negatively. Nevertheless,
social media can be employed as a tool to reinvent the culture of the organization providing
employees with a platform for communication, collaboration, and innovation. Furthermore, the
study concludes that by establishing research departments, institutions of higher learning need
to invest early to harness the power of social media claim higher returns with even greater gains
on employee performance.
5.3: Recommendations of the study
The study recommends that employees should be encouraged to use Facebook to collaborate
with colleagues, and use LinkedIn for knowledge sharing to benefit both the organization and
the employees as well. The management should encourage the employees to use Twitter more to
collaborate with their colleagues to enhance employee productivity.Employees should be encouraged to use WhatsApp for Knowledge sharing and collaboration
with their colleagues. Higher institutions of learning should consider developing and
implementing clear and comprehensive, acceptable policies when attempting to deal with social
media. The organization should also establish strategies to address social media issues such as
personal usage, business bearing, and information discretion and site restrictions without
restricting employees to benefit both personally and professionally. In addition, the the
government through the relevant ministries of higher education should consider developing
right policies of attracting or influencing the potential users of social media through relevant
competitions and other subsidies to cultivate a positive thinking in the general population.
Similarly, there is need for interventions on the establishment of more ICT centers within public
institution of higher learning and/or institutions which will boost acquisition of the knowledge
of using the facility while making available relevant social media to facilitate increased
employee productivity. More resources should be re-allocated for the complimentary facilities/
personnel supporting social media usage.
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5.3.1: Recommendation for further research
This study has mainly focused on social media and how it may enhance or inhibit employee
performance in public universities in Kenya. Having considered various theories related to this
area, the study proposes application or customization of existing frameworks to show how
social media has been utilized in other institutions apart from higher institutions of learning.
Also, further study should be conducted with consideration of other institutions in Kenya to
make the results be more generalizable. This is because the study used Rongo University alone
as a case that may not reflect and thus take care of dynamism of other institutions of higher
learning in the entire country. Lastly, a similar study is suggested to focus on developing a
framework for evaluating adoption of social media in enhancement of employee performance in
public institutions of higher learning with higher reliability and thus validity estimates with
consequently less measurement errors.
References
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APPENDIX VI: PLAGIARISM REPORT
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APPENDIX VII: RESEARCH AUTHORIZATION
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