Effect of Social Media Innovations on the Performance of Humanitarian-Non-Governmental Organizations in Kenya

Abstract

This study examined the effect of social media innovations on the performance of humanitarian non-governmental organizations (NGOs) in Kenya. Social media platforms have evolved from casual networking tools to strategic resources supporting information dissemination, beneficiary interaction, and public engagement in humanitarian contexts. The research objective was to assess how social media innovations affect the performance of humanitarian NGOs in Kenya, with the null hypothesis stating no statistically significant effect exists. The theoretical foundation rests on the Technology Adoption Theory (TAT), which explains how new technologies are adopted within social systems based on perceived characteristics such as relative advantage, compatibility, and complexity. Using a descriptive research design, the study collected data from 283 NGO managers and field officers (87% response rate) through structured questionnaires. The reliability of the research instrument was confirmed through Cronbach's alpha coefficients exceeding the 0.7 threshold. Descriptive statistics revealed positive perceptions of social media innovations, with an average mean score of 3.84 (SD=0.66). Respondents strongly endorsed the effectiveness of Facebook's celebrity endorsements for fundraising (71.4% agreement), Instagram's visual content for increasing awareness (73.8% agreement), and X’s (formally Twitter) real-time communication during crises (72.4% agreement). Correlation analysis demonstrated a strong positive relationship between social media innovations and NGO performance (r=0.837, p<0.05). Regression analysis confirmed social media innovations significantly impact NGO performance (B=0.161, t=2.201, p=0.029), with the model explaining 70.1% of the variation in performance. The study rejected the null hypothesis, concluding that social media innovations positively and significantly affect humanitarian NGO performance in Kenya. These findings highlight how platforms enable organizations to increase visibility, engage with stakeholders, and mobilize resources effectively. The study recommends establishing reliable social media networks, particularly on WhatsApp and Facebook, with clear ethical guidelines to ensure appropriate communication with beneficiaries and stakeholders.