ASSESSING THE USE OF SOCIAL MEDIA IN THE PUBLIC RELATIONS PRACTICES OF THE GOVERNMENT INSTITUTION PENSION FUND (GIPF) OF NAMIBIA
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Date
2022-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
NAMIBIA UNIVERSITY OF SCIENCE AND TECHNOLOGY
Abstract
Social media have a significant role as a communication tool used by public relations
practitioners in disseminating and sharing information as well as obtaining feedback from
clients. When used effectively as a communication tool, social media can help address
complaints, do market research to identify the needs of the clients and can help any organisation
identify new market niches. Despite the essential role of social media, many organisations,
including Government Institution Pension Fund (GIPF) Namibia are still not using social media
to their maximum and are still opting for traditional methods of communication by the public
relations practitioners. This study was conducted using a mixed-method approach. This study
assessed the use of social media in public relations practices of the GIPF. The study adopted a
quantitative approach, using a case study research design. The study population comprised
GIPF staff members and clients. Hence, the sample consisted of 200 participants. A convenient
sampling method was used to select a sample. A structured questionnaire with mixed questions
collected both qualitative and quantitative data. The major findings of the study were that social
media has a great impact on public relations practices and traditional social media platforms,
notably Facebook, Instagram and Twitter remained popular. The recommendations were based
on the research findings. Hence, the study recommends that various strategies can be used to
enhance social media use and visibility. It was also recommended that public relations
practitioners should be trained so that their awareness and use of social media is improved.
Description
Keywords
Social Media; Public Relations; Communication Tool, GIPF.
Citation
Kapenda, J. J. (2022). Assessing the use of social media in the public relations practices of the government institution pension fund (GIPF) of Namibia [Master’s thesis, Namibia University of Science and Technology].