Master of Arts in Strategic Communication - Main Campus

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Recent Submissions

Now showing 1 - 5 of 7
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    The Role of Participatory Communication in the Mitigation of Wildlife Crime in Queen Elizabeth National Park
    (Uganda Christian University, 2024-05-24) Faith M Mundua
    This study examined the role of participatory communication in mitigating wildlife crime in Queen Elizabeth National Park, Uganda. Through a qualitative methods approach, the research investigated the perceived level of community involvement and the effectiveness of participatory communication methods employed in wildlife crime mitigation efforts. Findings reveal commendable progress in raising awareness and fostering collaboration among community members. However, a significant gap exists in the implementation of true participatory communication methods, with current strategies falling short of empowering communities to actively engage in decision-making processes. Challenges such as persisting negative attitudes and bureaucratic communication approaches hinder the effectiveness of mitigation efforts. Recommendations include a paradigm shift towards genuine participatory communication, empowering communities to become active decision-makers and fostering transparent and responsive approaches from wildlife conservation authorities. This study contributes to enhancing community involvement and the efficacy of strategies for wildlife crime mitigation, ultimately fostering sustainable conservation efforts in Queen Elizabeth National Park and beyond.
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    X as a Tool for Peer-to-Peer Nutritional Advocacy and Awareness Among University Students in Uganda
    (Uganda Christian University, 2024-05-27) Georgine Obwana
    Communities of nutrition advocates have emerged globally, with young people, especially university students, actively engaging in nutrition advocacy by contributing their voices and opinions to the decision-making process. However, nutrition advocacy has often overlooked the nutritional needs of university students, whose diets are often compromised by poor eating habits, food choices, and sometimes low socio-economic status. This study aimed to investigate the role of X as a tool for peer-to-peer nutritional advocacy and awareness among university students in Uganda. To achieve the study objectives, a qualitative approach was employed to identify the factors motivating students to use X for nutritional advocacy and awareness. The study also examined the effects, challenges, and opportunities associated with the use of X for peer-to-peer nutritional advocacy. The findings revealed that students were motivated to use X due to its high believability and wide reach among their peers. In conclusion, X has been positively embraced by university students for conducting nutritional advocacy and awareness initiatives, as it provides easy access to nutrition information, facilitates interaction with other advocates, and fosters community-building. Students value the accuracy and authenticity of the information shared through X and are receptive to receiving and sharing healthy eating habits and recipe tips via the platform. The study provides valuable insights on ways to effectively leverage X for nutrition advocacy and awareness initiatives. Key words: University Students, Nutrition, Advocacy, X, Peer-to-Peer, Awareness
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    Social Media and Brand Engagement: An Assessment of Facebook Usage on Brand Loyalty in Selected Insurance Companies in Uganda
    (Uganda Christian University, 2024-05-20) Trust Niwarinda
    The study analysed the impact of Facebook usage on brand loyalty in selected insurance companies in Uganda. Specifically, the effect of social, user-based and brand factors of Facebook on brand loyalty in ICEA and UAP Old Mutual in Kampala Uganda. The study was premised on the Social Media Engagement (SME) Theory which states that user experience through social interactions with other users leads to higher engagement and subsequent greater usage of the social media platform (Prahalad&Ramaswamy,2024). The study adopted a quantitative research design. The results of the study revealed that there is a positive and significant effect of social brand engagement factors of Facebook, user-based, and government policy and regulation on brand loyalty for the Insurance brands ICEA and UAP Old Mutual. The study concluded that the arrival of social media has introduced new channels of brand communication and the application of online tools to engage with consumers. Several practical implications were drawn from the research findings; these profile Facebook and social media in general as valuable tools for community and marketing managers of Insurance companies to engage effectively with customers.
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    Promotional Communications and Students’ Decision to Join Private Universities: A Case Study of Kumi University
    (Uganda Christian University, 2024-05-15) John Khaukha
    The main purpose of this study was to analyze the influence of promotional communications on students’ decision to join private universities in Uganda, taking Kumi University as one of the private universities in Uganda focusing on establishing the influence of online promotional communications, offline promotional communications and other factors on students’ decision to join Kumi University. This study employed a descriptive research design aimed at describing the relationship between variables. The sample size of the research was comprised of 263 respondents from a total population of 846 Kumi University’s selected students covering three years: Academic Years (AYs) 2017/18, 2018/19 and 2019/2020. The investigator successfully obtained data from 237 participants out of the targeted sample of 263 respondents. This represents an 89.8% response rate. From the research findings, it is evident that promotional communications pose a significant effect on students’ decision to join private universities, but given the setting of Kumi University, and the findings in this study indicates that these strategies have not been well utilized. The findings also show that besides promotional communications, other factors play a vital role in influencing students to join the university. The researcher, therefore, recommends the university to step up a lively and up-to date online presence, set up a vibrant department of marketing and adopt a Marketing Information System such as the University Marketing System. Further, a comprehensive survey should be carried out on students to discover the best strategy the university can use to increase the number of students in each of its intakes.
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    Facebook as a Corporate Communication Tool: A Case Study of the Church of Uganda
    (Uganda Christian University, 2024-05-15) Ivan Naijuka
    The study aimed at examining the contribution of Facebook as a tool of corporate communication and is a case study of the Church of Uganda (Namirembe, Kampala and Mukono dioceses). The study was guided by objectives which included: investigating how the Church of Uganda uses Facebook for corporate communication, establishing the effectiveness of Facebook as a corporate communication tool for the Church of Uganda, examining the opportunities related to the use of Facebook in corporate communication and examining challenges related to the use of Facebook in corporate communication in the Church of Uganda. The study was carried out using a case study research design where qualitative research approach was used. Data was collected using interviews and focus group discussions and during the data collection, purposive sampling methods was used as the sample size of 28 staff from Namirembe, Mukono and Kampala Dioceses of the Church of Uganda was used. The findings of the study indicate that to a large extent, the use of Facebook in the three dioceses has been effective in corporate communication because of the positive feedback received from the users and followers of the Facebook pages of these dioceses. Finally, it can be concluded that there are several opportunities related to the use of Facebook for corporate communication like enabling the dioceses to form alliances with prospective partners locally and abroad and allowing a two-way communication between the institution and its stakeholders. The study revealed that challenges related to the use of Facebook for corporate communication include limited time and resources to create these pages and running them constantly, limited skills in creating and running the Facebook pages effectively, negative feedback as well as trust, privacy and security issues involved in the use of Facebook. Finally, the study recommended that institutions like the Church of Uganda need to invest heavily in terms of time and resources when it comes to setting up and running these Facebook pages. The study also recommends the need to offer training to the staff members tasked with handling these Facebook pages to ensure that they have the right skills of doing so.