ST .

AUGUSTINE UNIVERSITY OF TANZANIA

(SAUT)

Faculty of Social Science and Communications.

The Role of Social Media in Building Relations among University Students.

A Research Report in Partial Fulfilment of the Requirements for the Award of Bachelor of Arts Degree in

Public Relations and Marketing ,Submitted to the Department of Public Relations and Advertising.

Ekarist Julieth Kiwia

BAPRM 53428

May 30, 2018

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 DECLARATION

I hereby declare that this is my own original work and has never been presented or submitted to any higher

learning institution for the award of any academic credential.

Name: EKARIST JULIETH KIWIA

Signature: …………………………

Date: ……………………………….

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 CERTIFICATION

I understand the signed, certify that have read and here by recommends for acceptance by St. Augustine

University of Tanzania, a dissertation entitled: The role of Social Media in Building Relations among

University Students. In a partial fulfillment of the requirements for awards of Bachelor Degree in Public

Relations and Marketing.

Ms. Aneth Nkeni (Research Supervisor)

Signature: …………………………… Date: ……………………………

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 DEDICATION

This research is dedicated to my beloved family, my supervisor and my fellow students who gave me

unconditional support during the whole period of my study.

May God bless you all for your unconditionally support.

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 ACKNOWLEDGMENTS
My successfully completion of this research is the result of contribution from different people. First of all, I

would like to thank the Almighty God for the courage of completion and guidance of this research. My

research would not be probably complete without sincerely and material support from the esteemed people.

My sincere appreciation goes to my supervisor Madam Nkeni for her consultation, professional advice and

encouragement which has been the critical input in this research.

I am extremely thankful to St. Augustine University of Tanzania (SAUT) for allowing me to conduct this

research on their premises.

Also I would like to thank my family for their sincerely support and assistance during the whole time for

conducting this research paper.

Lastly, I would like to thank all the respondents for their cooperation in giving the required information for

completion of my research within a given time.

May God bless you all.

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 COPYRIGHTS

All rights reserved. No part of this research paper could be reproduced, restored in retrieval system or

transcribed in any form or by any means, be it electronic, mechanical, photocopy, or otherwise without

permission from the researcher or St. Augustine University of Tanzania on behalf of the researcher.

Copyright©

EKARIST JULIETH KIWIA (2018)

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 LIST OF TABLES

Table 4.2.1 provided demographic characteristics of SAUT students ………………………….24

Table 4.3.2 provided the use of social media platforms by students……………………………25

Table 4.3.3 provided students who communicate with colleagues via social media networking

sites………………………………………………………………………………………….…..26

Table 4.3.5 provided students who make use of any forms of social media networks…………27

Table 4.3.6 provided social networking sites that students use mostly ………………………..27

Table 4.3.8 provided the kinds of people students prefer to follow on social media networks..28

Table 4.3.9 provided the ways through which students communicate with their fellow students on social

networking sites…………………………………..................………………………………….29

Table 4.4.1 provided the ways students benefit from using social media networks …………29

Table 4.4.2 provided the extent which social media networks facilitate interpersonal relationships

………………………………………………………………………………………………..30

Table 4.4.3 provided the extent to which social media networks helps to solve academic

matters........................................................................................................................................31

Table 4.5 provided how communication on social networking sites with other users positively or negatively

affect self-esteem………………………………………….................………………………32

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Table 4.5.2 provided the biggest social media threat ……………………………………………32

Table 4.5.3 provided the challenges brought by social media usage to SAUT students ………..33

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 TABLE OF CONTENT

DECLARATION ………………………………………………………………………………..i

CERTIFICATION ………………………………………………………………………………ii

DEDICATION ………………………………………………………………………………….iii

ACKNOWLEDGEMENT ………………………………………………………………………iv

COPYRIGHTS ………………………………………………………………………………….v

LIST OF TABLES ………………………………………………………………………………vi

ABSTRACT …………………………………………………………………………………....xiii

CHAPTER ONE ………………………………………………………………………………….1

a. Introduction……………………………………………………………………………….1

b. Background of the study ………………………………………………………………....1

i. social media ………………………………………………………………………......1

ii. social media platforms ……………………………………………………………......3

iii. building relations through social media ………………………………………………4

iv. St Augustine University of Tanzania …………………………………………………5

c. Significance of the study ………………………………………………………………….6

i. To the future researchers ……………………………………………………………...6

d. Statement of the problem …………………………………………………………………7

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 e. Scope of the study …………………………………...………………………………8

f. Objective of the study ………………………………………………………………8

i. Main objective …………………………………………………………………..8

ii. Specific objectives ………………………………………………………………8

g. Research questions …………………………………………………………………..8

h. Limitation of the study ………………………………………………………………8

i. Money and Time …………………………………………………………………8

i. Definitions of key terms ……………………………………………………………..8

i. Social media ……………………………………………………………………...8

ii. Relations ………………………………………………………………………….9

j. Conclusion ………………………………………….............………………………....9

CHAPTER TWO ………………………………………………………………………...10

LITERATURE REVIEW ………………………………………………………………..10

2.1 Introduction ……………………………………………………………………….....10

2.2. Review of related literature ...................................................................................…...10

2.2.1 Social Media ……………………………………………………………………….10

2.2.2 Social networks ( facebook, twitter and whatsapp ) ……………………………….11

2.2.3 Building Relations …………………………………………………………………12

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2.2.4 Building Relations through Social Media …………………………………………..14

2.3 Empirical literature review ……………………………………………………………15

2.4 Theoretical Review …………………………………………………………………....17

2.4.1 Social Exchange Theory …………………………………………………………....17

2.4.2 Social Penetration Theory ………………………………………………………….18

2.5 Research Gap ………………………………………………………………………....18

2.6 Conclusion ……………………………………………………………………………19

CHAPTER THREE ……………………………………………………………………….20

RESEARCH METHODOLOGY …………………………………………………………20

3.1 Introduction …………………………………………………………………………..20

3.2 Research Design ……………………………………………………………………...20

3.3 Description of the Study ……………………………………………………………...20

3.3.1 Location ………………………………………………………………………...…..20

3.3.2 Research Population …………………………………………………………….…20

3.4 Sampling Procedures ………………………………………………..……………….21

3.4.1 Sampling Techniques ……………………………………………………………...21

3.4.2 Sample size …..…………………………………………………………………...21

3.5 Data Collection Tools ……………………………………………………………...22

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3.5.1 Questionnaire Techniques ……………………………………………………….22

3.6 Data Analysis and Interpretation ………………………………………………….22

3.7 Research Variables ………………………………………………………………..23

3.7.1 Building Relations ………………………………………………………………23

3.8 Conclusions ………………………………………………………………………23

CHAPTER FOUR ……………………………………………………………………..24

PRESENTATION AND FINDINGS ………………………………………………….24

4.1 Introduction ………………………………………………………………………..24

4.2 Demographic characteristics ………………………………………………………24

4.3 Research question one ……………………………………………………………..25

4.4 Research question two ……………………………………………………………..29

4.5 Research question three ……………………………………………………………32

CHAPTER FIVE ……………………………………………………………………….34

DISCUSSION, CONCLUSION AND RECOMMENDATION ……………………….34

5.1 Introduction ……………………………………………………………………….34

5.2 Discussion …………………………………………………………………………..34

5.2.1 Research objective one ……………………………………………………………34

5.2.2 Research objective two ……………………………………………………………36

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5.2.3 Research objective three ………………………………………………………….37

5.3 conclusion …………………………………………………………………………..38

5.4 Recommendation …………………………………………………………………...38

REFERENCES…………………………………………………………………………..40

APPENDIX ………………………………………………………………………….....43

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 ABSTRACT

This study is about the role of social media in building relations among University students. Guided with

three objectives which are assessment of social media as a role in building relations among university

students, also to identify the kinds of social media networks used among SAUT students as well as to

examine the benefits of using social media networks as a role in building relations among SAUT students

lastly to examine the challenges brought by the use of social media networks among SAUT students.

This research was guided by stratified sampling techniques whereby obtained an estimator of a population

which presented characteristics of whole population as well as the research used descriptive method which

included quantitative method. The research used questionnaires to collect data and distributed about 100

questionaires.

The study specifically sought to identify the types of social media networks used among SAUT students

such as instagram, whatsapp, twitter and facebook. Also to identify how social media usage helps in

building relations as well as the challenges brought by social media usage among students.

This study found that majority of students use social media networks especially whatsapp, thus social

media networks helps them to communicate, interact and getting information.

Not only that this study also found that social media usage can lead to different challenges such as leakage

of confidential information, unproductive behavior and trust issues.

This study concluded that strictly laws should be imposed to students who misuse social media networks in

the University with the help of the government.

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The study recommends that students should use social media wisely, also lecturers should upload notes via

social media networks and more seminars to be provided concerning the advantages and disadvantages of

social media usage among SAUT students.

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 CHAPTER ONE

Background of the Study

1.1 Introduction.

This chapter constituted of the background of the study, statement of the problem, objectives of the study,

research questions, and significance of the study, scope of the study and definition of the key terms.

1.2 Background of the Study.

1.2.1 Social Media

Social media, are websites and other online means of communication that are used by lager groups of

people to share information and to develop social and professional contacts, social media can be inform of

electronic communication such as websites and microblogging through which users create online

communities to share information’s, ideas, personal messages and other contents. Social media can be

source in building relations among the relations among University students. Social media networks have

built phenomena in building relations among University students these networking sites can include;

Facebook, Twitter, blogs and many other platforms that we use in our daily life as source of building

relations. People use social media sites such as Facebook, Twitter to create and sustain relationships with

others (Boyd and Ellison, 2007).

Social media can be categorized by different forms such as;

a) Social networking sites, this involves using of websites and applications to communicate informally

with others find people and share similar interests. Allows users to directly connect with one

another it includes, facebook, google+, LinkedIn, my space and whatsapp. These sites purposes is

to socialize with friends, classmates or other people, LinkedIn connect you with people in the

professional world so that you can connect with people of same field as you.

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 b) Microblogging,consists of posting of very short entries or updates on social networking sites,

allows users to subscribe to other users content, send direct messages and reply publicly, also allow

users to create and share hash tags, example of microbloggingare twitter and tumblr. Through the

cell phone or over yourcomputer,microblogger can express feelings, thoughts, or events

immediately.

c) Blogging; refers to recording opinions, stories, articles, and links to other websites on a personal

websites. Blogging includes word press and blogger.

d) Photo sharing; refers to publishing a user’s digital photos, enabling the users to share photos with

others either publicly or privately. Includes instragram, flickr,snapchat and pinterest.

e) Video sharing; refers to publishing a user’s digital photos or videos enabling users to share with

others either privately or publicly, includes youtube, vimeo, and periscope. With networks like

youtube you can watch videos anyone can upload videos throughout copyright laws, videos that are

shared can be educative, comedy sketch, TV episodes, movies, or music.

Social networking has been described as the contemporary way that people interact. Awake (2011) buttress

this point by noting that “social networking has become hugely popular, similarly, it took 38 years for radio

to reach 50 million users, 13 years for television to attract the same number on 4 years for the internet to do

so, but t took face book 12 month only to gain 200 million users social networking sites provide various

interactive platforms based on the intentions of their founders. There are for instance, social, political,

academic, business, sports romantic and relations platform. In other works, the social networking sites by

their nature have the capabilities of educating, informing, entertaining and inflaming the audience.

Internet can change youth with the way they can share different information, Students can be able to

formulate groups, to create new friends and be able to do different activities, like creating event,

establishing business plan, academic activities, build interpersonal relations, communicating through

facebook and Twitter as part of social media sites. Boyd and Ellison (2007) defined social network sites as

public web-based services that allow users to develop a personal profile, identity other users, withwhom

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they have a connection, read and reactto posting made by other users on the sites and send and receive

messages either privately or publicly.

Onomo(2012) acknowledged this ability of the media by remarking that social networking sites has

become a wide spread tool for communication and exchange of ideas, helping individuals and

organizations with just causes to reach a phenomenally vast audience that could hither to not be reached by

traditional media. Students can become interactive and build relation among themselves but not necessary

through face to face interaction as often used.

According to Kaplana and Heenking(2010) social media can be classified as follows, collaborative projects

(Wikipedia), blogs and micro blogs (twitter), content communities (YouTube), social networking site (Face

book, Whatsapp, Instragram), Virtual word(world war craft) and visual second (second life).

1.2.2 Social Media Platforms;

Facebook, Facebook was founded on February 4, 2004 by MarkZuckerbergwith his college roommates

and fellows Harvard University Students Eduardo saverin, AdrewMocollum, Dustin Moskovite and Chris

Huqhes. First, it wasonly limited to Harvard University, but it expanded to different colleges later on.

Facebook is a social, networking site, were members and students can be able to sign in, share pictures,

ideas, interact, create groups, students can be able to build up relations through Facebook connection.

However from the study carried out by konetes and McSkeaque (2011) came up with certain revelations

about the uses of the social networking sites especially face book, the research reported a that, “students are

using face book and other channels to develop their identities, beliefs and stances of various issues such as

politics, religion and work, as well as to pioneer and develop intimate relationship.”

Whatsapp, it’s an app that instant messages subscription services for smart phones which are connected to

internet, this app was founded in 2009 by Brian Action and Jan Koum, they were employed by Yahoo,

students can be able to create groups for academic purpose, for social interaction, throughout whatsapp,

this app can be spread widely among users and friends daily, it can act as a tool of connecting people with

common interest.However, Onomo (2012) acknowledged this ability of the media by remarking that social

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networking sites has become “a widespread tool for communication and exchange of ideas, helping

individuals and organizations with just causes to reach a phenomenally vast audience that could hit her to

not be reached by traditional media”.

Twitter, it was created in March 2006, by Jack Dorsery, Evan Williams, Biz Stone and Noah Glass is an

online service that is enabling users who are having access to the internet to send and read messages which

are called tweets, this can be done throughout registering, and unregistered can, read only but not tweet,

this can be through website interface, massagers, smart phones (mobiledevice apps). Tweets can enable

students to build relations by sharing information, learning new things, interacting among

themselves.However, Social networks are online services, platforms or sites that focus on the building and

reflecting social relations among people, who for example share interests and or activities social

networking sites are websites that allow those who have account with them to communicate with a selected

group of friends (Awake, 2011).

1.2.3 Building Relations through Social Media

Internet and social networking sites are able to form social interactions, communications, interpersonal

relationships, that can lead to building relationships among students. Students tend to have classroom

groups to be able to attend to class activities, different updates, creating events, through sites like Face

book, Twitter and whatsapp, social media can be a tool of socialization. In SAUT University, students

create groups like SSPRA, to be able to connect, build, develop different staff concerning academic

activities, events concerning academic activities, events, creating broachers, seminars study tours, press

releases, memos. Ellison (2007)said that” Facebook members can also join virtual group groups based on

common interests, see classes they have in common, and learn reach others hobbies, interests, musical

tastes, and romantic relationship status through profiles.”

Also, (Jores, Fox, 2009) they send instant messages on chat and keep updating each other on what

happening in theircircles of friendship. Students certainly have the ability for face – to – face

communication, but online networking tools are allowing students to interact both with one another and

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with larger social group; these tools are growing at an increasing rate (Jones et al, 2002).Social networking

sites help fulfill communications needs and wants, it is convenient method of communication and provides

the ability to stay connected with friends and family, but on the users own rate and time (Urista, Dong, and

Day, 2009). Users can manage their interactions within their own schedule by choosing when they want to

read and respond.Moreover, Sheldon (2008) found that overall women were more likely to use social

media for maintaining relationships with family and friends, passing time, and entertainment, but men were

more likely to use social media to meet new people. College women were also more likely than men to use

the internet for relational communication, such as contacts with friends, family, and romantic partners

(Baym, Zhang, Kunkel, Ledbetter, and Mei - Chen, 2007).

1.2.4 St. Augustine University of Tanzania.

St. Augustine University of Tanzania (SAUT) was established in 1998, but first started as Nyegezi social

Training Institute (NSTI) founded in 1960 as Nyegezi social Training Centre by the Catholic white fathers,

under Bishop Joseph Blomfous of the Mwanza Diocese.

Saint Augustine University will maintain an official presence on facebook to support the University in

accomplishing its mission and achieving it goals and objectives sites is to foster a virtual Saint Augustine’s

University community for various audiences.

Many of guidelines pertains specifically to facebook, use of twitter as well to update annually for academic

departments, is to maintain connection, to share information, but for student groups to communicate with

members, to rainout members. Social sites like Twitter and Facebook should include a bio, daily or nearly

updates, so as to build proper relations among students of St. Augustine University. According to

http://saut.ac.tz

Vision statement; when the catholic bishop of Tanzania decided to extend the churches services to the

provision of higher education they envisioned as training that would impart academic and professional

skills as well as inculcate values of civic and social learning such as acquisition of national identity,

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culture, norms, political growth and responsible citizenship thus the churches vision is holistic

development of a person and respect for human dignity. According to http://saut.ac.tz

Mission statements; St Augustine university of Tanzania strives at;

a) Being a centre of excellence by providing high quality education, research, and public service

b) Promoting the pursuit and defense of truth with transparency and honesty, and service with

competence and dedication.

c) Developing a sense of care for personal and community property.

d) A holistic development of the person by providing sound knowledge, higher analytical ability and

commitment to generous service and respect to humankind. According to http://saut.ac.tz

1.3 Significance of the Study

The study helped researchers to identify the opportunities and challenges brought by social media in

building relations among students of SAUT University.

This study also helped the institution to know how students and administration of the University can

benefit from the use of social media.

Also, the finding on this study would provide facts on how to solve problems that are concern with social

media in SAUT University.

1.3.1 To the Future Researchers

This study will help the future researchers to make awareness of social networking sites how it influence

interpersonal relations, also to understand the effects and challenges social media networks has on personal

communication. Gross (2004) noted that “students use social networking sites not only for leisure and

personal socialization but also as a platform for more meaningful and serious deliberations, and students

are using social networking for making friends, sharing likes, online learning, finding, jobs. To accomplish

their economic, educational, political and social being.” In additional, social networking enhances a

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student’s sense of community, sharing and collaboration, brings an additional responsibility and workload,

which some students find inflexible and rather “farced.”(Minocha, 2009).

1.4. Statement of the Problem.

This study focused to find out the role of social media in building relations among University Students, as a

researcher, the problem that made this research topic is that there is lack of close relationship and lack of

connectivity and interaction among students in different faculty due to the class programs and schedules

(time tables), that lead them to don’t have time to interact face to face rather than they should use social

media that could bring out positive impact to them.Others include wastage of time, building of shallow and

harmful relationships, depression, loneliness, social abolition and withdrawal among others. Students have

been failing to evaluate and intercalate their academic activities and their social issues in building relations

among themselves.

Scholars such as Ann, Abdelraheem, Brandtzeg, Heim, and Jenkins illustrated more concerning this

problem of social media networks with relationship buildings among university students, different impacts

where elaborated. Furthermore, Ann (2014) noted that “social networking sites can cause mental health

problems, also social networking sites brought changes in the way that people interact, and by using social

networking sites such as facebook leads to depression, lower self- esteem, and anxiety”.

Social networking sites have changed the way of human communications they have become the source

of change in different fields, supplemented traditional social interactions and even discussions of common

interests, they have revolutionized peoples interaction, communication and even the way of thinking

(Abdelraheenm 2013).Hence, the usage of such sites differs from person to person, and dissimilar patterns

of usage might have different social implications (Brandtzeg and Heim, 2011).Also,Jenkins (2006) noted

that various skills becomes vital in networked spares such as ability to collaborate with others adopt,

changing identities as one navigates through different communities, or explore new knowledge domains

when one has access to vast repositories of information.

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1.5 Scope of the Study

This study tried to find out social media as a role in building relations among University students, it

recognized how social media can act as a role in building relations of University students, this study limited

it-self only to SAUT students who are around Mwanza.

1.6 Objectives of the Study.

1.6.1Main Objective

-Assessment of social media as a role in building relations among University Students.

1. 6.2 Specific Objectives.

-To identify the kindsof social media networks used among SAUT students.

-To examine the benefit of using social media as a role in building relations among SAUT

Students.

-To identify the challenges brought by the use of social media networks amongSAUTstudents.

1.7Research Questions

1.7.1Whaare the kinds of social media networks used by SAUT students?

1.7.2 What are the benefits of using social media networks in building relations among SAUT students?

1.7.3What are the challenges brought by use of social media networks amongSAUT students?

1.8 Limitation of the Student.

1.8.1Money and Time

Money was one of the limitationsthat as a researcher face due to cost inquiries such asprinting of the work

and also time wasanother thing that as a researcher came across a lot of time was used and energy to look

for the required sources of Materials content for the research.

1.9. Definitions of key terms.

1.9.1 Social Media

Is the website or an online platform and application were by users create online inform action, opinions,

socialization, interaction and other contents.However, while social Networking sites implemented a wide

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variety of technical features, their back for consists of visible profiles that display unarticulated list of

friends who are also users of the system, profile are Unique pages where one can “type oneself into being”

(Sunden, 2003, P3).

Also, social media sites empower users to take an active role in their own socialization process and in

constructing their own self-identity (Urista et al., 2009).

1.9.2 Relations

Is the warm or process through which people are connected by their common terms, or behaviors that affect

one another. Furthermore, social media sites empower users to take an active role in their own socialization

process and in constructing their own self social, network site users priming interact on this site to support

preexisting, social relations, as opposed to meeting new people (Boyd and Ellison, 2007). However, social

media websites allow users to keep in touch with family and friends in a fairly case and convenient way

(QuanHaase et al., 2010).

1.10 Conclusion

This chapter has identified background of the study, statement of the problem, objectives of the study

significance of the study, research question, cope of the study and definition of the key terms which will

guide the researcher to come with the required data about study.

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 CHAPTER TWO

Literature Review

2.1 Introduction

This chapter provided the Review of Related literature, Empirical literature, theoretical framework and

research gap.

2.2 Review of Related Literature.

2.2.1 Social Media

Social media is a phase being tossed around a lot, it is a website that does not just give you information, but

group of internet based applications, that allows the creation and exchange of users generated content. It is

easy to confuse social media with social news, because we often refer to members of social news as a

media. In addition to that social news site is also social Media site, some media sites includes, social book

marking, social news, social networking, social photo and video sharing and wikis. (William, 2008).

According to Kietmann el al.,(2011) Identify seven functional building blocks such as; Identify,

conversations, sharing, presence relationships, reputation and groups. Which have implications for how

firms should engage with social media as well as help understand the engage with social media as well as

help understand the engagement needs of the social media audience.

The authors explain that firms can improve by analyzing such building blocks, monitoring and understand

the variation underlying social Media activities as to their function and impact, which is important to

develop a components social Media strategy based on the appropriate balance of these basic idling blocks

for their community.

Social Media is the means that employs mobile and web based technology to create highly interactive

platforms via which individuals and community share, co- create, discuss and modifies user generated

content(Kietimann,2012).

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According to Adreas and Michael (2010) Social mediais a group of internet based application that built on

the ideology foundation and allows creation and exchange of users generation content, it has become one of

the major channels of chatting through various platforms such as bloggers, wiki, Face book, and Instagram,

there has been an increase in the use of mobile social media, which, which has created new opportunity for

browsing.

Boyd and Ellison (2007) defined social medial network sites as public web – based services that allows

users to develop a personal profile, identify others users with whom they have a connection, read and react

to posting made by others users on the sites and send and receive messages either privately or publicly.

Evidently social networks sites have become a significant part of the lives of these youth (Gemmill and

Peterson, 2006). Compared with any other group of people the usage of social networking sites among

college students is more, mainly because they are attracted extensively to the new technology and

particularly to the opportunity it offers for creating social networks.

2.2.2 Social Networks (facebook,twitter and whatsapp)

Jason (2010) asserted that “social networking sites are classified based on the nature of their communities.

“In his own eyes, these networks include social news, social measuring, micro blogging, social Q&A,

Video sharing, photo sharing, professional networks, niche communities, broadcasting communities, blog

networks, product – based networks, presentation sharing and review and recommendation sites.

However from the study carried out by Konetes and McSkeaque (2011) came up with certain revelations

about the uses of the social networking sites especially face book, the research reported that, “students are

using face book and other channels to develop their identities, beliefs and stances on various issues such as

politics, religion and work, as well as to pioneer and develop intimate relationship.”

Branchard, et al., (2007) noted that “yet where access and skills are promoted, social networking sites and

social media can enhance, the interactions of marginalized young people with their teacher and increase

their confidence in educational activities.

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Importance of Social Networks (facebook , twitter and whatsapp)

Instant message

The social media arena allows real time conversation between students in the university hence creating a

suitable productive and bulky field for interaction in both social and academic aspects among SAUT

students. Due to this an opportunity for an exchange of ideas is made possible hence creating a learning

atmosphere and widening the understanding among students. Students can be able to share ideas through

messages, tweets, upload immediately on what they want to share with their fellow students in the social

media communication can be easily facilitated through that means. Social networking sites are web-based

communication platform that provides it users with an interactive features over the internet and are

facilitated using emails, instant messages, offline messages and posting of images and pictures (Johnson

and Onwuegbuzie ,2004).

Building interpersonal relations

This type of relationship can be built by strong ties among students or friends in the university. This can be

a strong, deep, or close association among two or more students in SAUT University. Interpersonal

relationship is vital when trying to develop relationship with another person. Individual engage in

relationship development as a result of cost-benefit analysis. That relationship can be rewarding in both

tangible and intangible ways. This can be built by the help of social networking sites such as face book,

twitter and etc. Youth use technology to keep in touch with friends, mediate romantic relationships,

organize into social groupsupport each other and develop their own identities (Ito et al., 2010).However,

people can use social Networking sites in several different ways including accessing information, debating,

socializing, or for entertainment (Valenzuela, Park and Kee, 2009).

2.2.3. Building Relations.

Baym et al.,(2004) Found that the quantity and quality of interaction in other media were not threatened by

social internet sites, online social internet sites, Online social interaction is only part of the total multimedia

social relationship are most likely to use face – to – face contacts and least likely to use the internet.

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West, Lewis and Currie (2009) noted that “Friendship is highly significant during the university

years.Facebook widely used by students, is designed to facilitate communication with different groups of

friends. This exploratory study involved viewing a sample of student’s users of facebook, it focuses on the

extent to which older adults, especially parents, are accepted as facebook friends and the altitude towards

such friendship and potential friendship and what these reveal about notions of privacy. The reasons were

related to embarrassment, social norms, and worries about mothers. Underlying these were various notion

of the private and the public. Students didn’t appear to conceive of there being two distinct realms indeed

the public appeared to be the individuals private social world, a level of sophistication is apparent, with

nuanced understandings of concept, suggesting that social networking sites such as facebook are associated

with new ways of construing some of the notions surrounding the traditional public/private dichotomy.

Boyd and Ellison (2007) found that new development in the technological world have made the internet an

innovative way for individuals and families to communicate. Social media networks have created a

phenomenon on the internet that has gained popularity over the last decade. People use social media sites

such as Facebook, Twitter, and My Space to create and sustain relationships with others.

Lenhart,Purcell,Smith, and Zickuhr (2010) found that 72% of all college students have social media

netwoks.Media profile with 45% of college students using social media site at least once a day. Many of

these young adults use social media networks to communicate with friends, families, and even strangers.

Social media sites have created new and non-personal ways for people to interact with others and young

adults have taken advantage of this technological trend.

Social networks sites help fulfill communication needs and wants. It is a convenient method of

communication and provides the ability to stay connected with friends and family, but on the users own

rate and time(Urista, Dong and Day, 2009). Users can manage their interactions within their own schedule

by choosing when they want to read and respond, the internet communication is a solitary activity usually

done alone. However it’s efficient because it is a one-to-many method of communication that allows users

to quickly spread information.

28
Data has shown that individuals who used facebook for communication had better quality friendships.

Using social media sites helped improve the quality of relationship between users. Some reasons for

improving quality of relationships through using facebook includes it was easier to get to know others

better without having face-to-face conversation. Users felt more comfortable and users spent more time

communicating over the computer so they gained more social support (Baker and Oswald, 2010).

2.2.4 Building Relationsthrough Social Media.

Facebook makes it simpler to communicate with multiple peoples at one time,social media may also make

it easier for users to monitor activities of people they have not seen in a while as well as reconnecting with

new and old friends (Quran- Haase and Young, 2010).

Students certainly have the ability for face – to – face communication, but online networking tools are

allowing students to interact both with one another and with a larger social group, these tools are growing

at increasing rate (Jones – et al, 2002).

According to Joseph (2013), andPhilipa and Third (2010) the social networking is becoming a vital part of

everyday business, providing endless potential which can be of benefit to students in their academic

performance and daily life activities in variety of ways.

When social media is used in socialization among students and opening channels for finding more

academic resources, it improves academic performance, However this may not be applied to servitor

students, also social interaction and connection, where it can improve family ties and friends, in rich social

context which leads to students satisfaction with their family and friends, and eventually perform well in

their studies.(Ganfi and Deri,2012).

Passing time and entertainment were other major factors in using social media sites (Sheldon 2008).

Baym et al., (2004) found that the quality and quantity of interactions in other media were not threaded by

social internet sites.

29
Educational experience of men and women seemed to play a factor in social media use as well, men and

women were more likely to use social network sites frequently if they had college experience (Lenhartet

al., 2010).

The gratification received from this social information helped users feel that they were a part of a peer

network of knowledge what was going on about events and actionties (Quan – Haase et al., 2010).

2.3 Empirical Literature Review

Brandtzaeg and Jan (2009) of Berlin, Heidelberg and Springer Universities in Germany, conducted a

research on a study “Motivational and reasons on using social media among college students.” This study

aimed on acceptance of social media as a motivation to college students on their subjective relationship

among one another since it becomes an adoption to students. The same year (2009) the authors made the

several attempts to understand the choice, use,diffusion, adaption and the acceptance of social media as site

among college students. The research methodologies used were the quantitative and inductive method.

Brandtzaeg and Jan (2009) findings; in their research they obtained different findings such as

(a). New relations, according to one user it’s easy to get in touch with new people.

(b). Friends, they also regard social networking sites as an efficient tool to keep in contact with

several friends at same time.

(c). Socialization, Users reporting sharing of experiences in general, reporting activities such as

making small talks and social support on different issues.

(d). Information, users report access to information, about fashion, music, literature, cultural

events.

(e). Debating users highlighting debate and discussions inside social networking sites.

Also, Won and Sang (2009) from the University of Korea. Conducted research study “Social media as a

unifying tool among university students”. Their study aimed on connecting of university students with their

friends, discover new friends and to share users, creating contents, such as photos, videos, blogs and many

more. In order to explore factors affecting the university students motives for using social media sites. The

30
research methodology usedwere the secondary data and non-parametric design.Won and Sang (2009)they

found that both members and non-members have two types of facilitates to find the information they need

on social websites. The facilities are keyword based search engines and browsing. Many social websites

organizes their data in terms of people, groups, and allow users to browse each category of data for

example twitter supports search of only people’s name and face book shows user- finished tittles, tags and

comments.

Furthermore, Hargittai (2007) of Northwestern University, Illinois, USA; conducted a research study on a

research title “Who space?” the research study aimed on building a wide relationship on social media. On

the research Eszter found that most of the students explore or look at predictors of social network or media

usage with particular focus on facebook, my space, tango and friendster among students.

The research methodology used was primary source such as questionnaire.EszterHargittai (2007) the

findings includes the differences in social Network site Usage, are that social Networking sites usesstatistic

that are, broken down by gender, race, and ethnicity and parental educational background.University

andNew Jersey Institute of Technology. They carried out a research study on “The relation between

privacy”. On their research they aimed to study on social media relationships. On their research they found

that most of the students use social media to share information and develop new relationships among

students. The research methodology used was mixed method, which involved quantitative and qualitative

methods.Catherineand Katia (2007)Findings, in this research they obtain different results such as;

participation, frequency and type of use, no signification different were found between face book and my

space for frequency or type of use. Internet privacy of use and results from measures of trust means no

significant different was found for the other trust questions, also information sharing sites lastly

development of new relationships through social networking sites.

Lastly, Mark and Barbara(2008) of UK and US, they carried out a research study on “The legal implication

of students”. In their research they aimed to study on the role of social media in building relations among

university students. On their study they found that most of students used social media to build relations

31
among them. The methodology used was qualitative method. Mark and Barbara (2008) Findings are as

follows; frequency of accessing social networking sites, also frequency of use of social networking sites

applications, that is students main activities is to comment on other users profile also participation in

discussions, also the of users created their own communities or groups in social networking sites, also use

of gaming or entertainment applications, contact with strangers and lastly the reasons for using social

networking sites is for keeping in touch with friends, to find new friends and professional/work related.

2.4 Theoretical Review

2.4.1 Social Exchange Theory

This theory says that you should choose the relationship you invest in because they are beneficial to you in

some way, we develop relationship where we find that how we benefit is more incurred than cost. People

want to maximize their reward and minimize their cost, try to respond to people as much as you can and

provide exclusive content to show them the invest is paying off. The researcher used this theory because it

qualifies to act as a bridge between social media and building relations. It was foundbyThibaut and Kelley

(1952) according to https://www.thoughtco.com .When applying social exchange theory to the

phenomenon of social networking sites, it can be said that technological exchanges between individuals

capture a mutual cost benefit structure.This means that the time and energy used in texting, posting or

commenting on any social networking sites comes back with reward such likes or responses, in other words

this means that given the ability to transform information efficiently to mass audience with potential reward

in social networking are unrestrained. However to apply allow for maximum satisfaction, the level of

maximum satisfaction, the level of perceived rewards need to be greater than the round of the perceived

costs expended during the interaction process. In social exchange theory, the six main rewards that exist,

consisting of both the tang its status, goods information and services, the identified costs in social exchange

theory are time and energy (Ripa and Clarrasco, 2007).Also, within social exchange theory relationships

are evaluated using a cost benefit analysis with an expectation that social relations could be established and

continued based on being mutually gainful (Zafirouski, 2003).

32
2.4.2 Social Penetration Theory

This theory provides a phenomenon “Getting to know someone” This theory explains that interpersonal

relationship moves from very shallow to deeper, getting to know someone better it can be built by mutual

self-disclosure, or share inner feeling. Through social media you can be able to escape traditional

interpersonal barriers such as time and location. It was found by Altman and Taylor(1973) according to

open.lib.umn.edu.When applying social penetration theory to the phenomenon of social networking sites, it

means that in context of interpersonal relationships social networking sites such as facebook,twitter and

whatsapphelps to get to know someone better by disclosing yourself to the newly friends in the social

networking sites also apart from discussing school matters you can also communicate and interact easier

through social media by knowing what others prefer to do and their likes and dislikes and get to know

different kind of people with different personalities, it may lower cost, interaction can occur, not limited by

space and time, communication can be applied to both one to one and one to many communication,

building relationship is easy and also self-disclosure is easy as well, and intentional sharing of information

can be applied in social networking site, whether high risk or low, on varying levels, self-disclosure

provides for an avenue of eliminating the unfamiliar throughout different relationships, you can share

feelings, thoughts, actions e.t.c. However Jiang’s (2013) articles self-disclosure is described as similar to a

“multi layered onion” and can be compared to facebook’s superficial layer of communication to a deep

connection and mutual trust. Also, Support, empathy, compassion, and understanding are all powerful

rewards that motivateself-disclosure (Bazarova, 2011).

2.5 Research Gap

Although many researchers described on how social media build relations among university students, on

the review of related literature, empirical literature review, theoreticalframework but the research gap was

that researchers concentrated on the other countries and how they build relationship in their countries

through social media, not any researcher focused in ourcountry, information provided is not relevant to our

country instead concentrated more on developed countries. The research gap was identified due to the

33
empirical literature review of Dwyer, Hiltz and Passerini (2007)studied how trust in particular site and

other members can affect users willingness to share information and develop new

relationships.Also,Hargittai (2007) conducted a research study on a research title “Who space?” the

research study aimed on building a wide relationship on social media. And also in empirical study of,

Mark and Barbara (2008) they carried out a research study on “The legal implication of students”. In their

research they aimed to study on the role of social media in building relations among university

students.Also, Won and Sang (2009) Conducted research study on “Social media as a unifying tool among

university students”. Their study aimed on connecting of university students with their friends, discover

new friends and to share users, creating contents, such as photos, videos, blogs and many more.

2.6 Conclusion

This chapter was about the review of related literature, empirical literature review, theoretical frame work

and research gap which will help the researcher to meet the intended goal of the study that is the role of

social media in building relations among university students.

34
 CHAPTER THREE

Research Methodology

3.1Introduction

This chapter focusedon research design, description of study area, sampling procedures, data collection and

Research variables.

3.2Research Design

In designing a research, the researcher not only chose a viable research problem but also consideredthe

nature of data, which the investigations of such a problem demand of feasible means of collecting and

interpreting those data.

According to Kothari (2004) the research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to research purpose with economy procedure.

This study uses a descriptive method of research design due to the fact that there is empirical study which

exists on the subject matter. The subject involves quantitative approach.

A descriptive research design refers to the research design thatis used to describe characteristics of a

population or phenomenon being studied and is one that information can be collected without changing the

environment, includes quantitative approach.

3.3Description of Study Area

3.3.1Location

SAUTextends over 600 acres(2.4km) on two campuses in the NyegeziMalimbe area 10.5 km south of

Mwanza city, lying 3.4km off the main Mwanza- Shinyanga road on the shores of Lake Victoria.

(https://saut.ac.tz).

3.3.2Research Population

Population is the entire group of people or element that has at least one thing in common(Kombo and

Tromp 2006).Population is the totality of the objects under investigation (Kamuzora and Adam 2008, p

119). In this study, the researcher will use the population which comprises SAUT students.

35
 3.4 Sampling Procedure.

3.4.1 Sampling Techniques.

Sampling techniques refers to the techniques selection on the way to obtain sample unit from which

information about then population is obtained (Kothari, 2004 p.60).

Sampling technique is selection of subset of individuals from within a stastical population to represent

characteristics of the whole population. In stratified sampling the population is partitioned into regions or

strata and a sample is selected by some design within each stratum.(Thompson, 2012).

In this the researcher used stratified sampling because stratified obtain an estimator of a population

parameter which can take care of the silent features of population ,stratified sampling includes age, gender,

nationality, job profile, educational level but in this research will focus on age, gender, faculty and program

as sampling group.

Demographic characteristics of SAUT Students

Age Gender Faculty Program

18 26- 35- F M Law Business Social science Public Law Busine Touris
- 35 and Administr and relation ss m
25 above ation communications and Admini Manag
marketing stration ement

Source : Researcher 2018

A stratified sampling can divide the whole heterogeneous population into a smaller groups or

subpopulations. A stratified sampling refers to a probability sampling where by a research can divide the

wholepopulation to a small groups or to subgroups called strata. Students will be selected as respondents at

SAUT University, and also they will be selected depending on their strata or groups at a given population.

3.4.2 Sample Size.

Sample size refers to the act of choosing the number of observations to be included in statistics.The study

comprises of100 students, this made sample size of 100 respondents. There searcher chosen the number of

36
respondent in hand so as to smoothen the process of data collection and save time.According to Kothari

(2004) sample size is the number of items to be selected from the universe to constitute a sample.

3.5 Data collectionTools

These are the systematic methods used to obtain information concerning the problem under the study

(Mugenda&Mugenda, 2003,p.71).

In this study the researcher used questionnaires as the appropriate means of collecting data.

3.5.1Questionnaire technique

Questionnaire refers to a set of printed or written questions to be asked to a number of people in order to

gather the required information.

According to Kothari, (2004) Questionnaire consists of Questions printed or types in a definite order in

form or set of form. Two types of questions will be used in questionnaire; close – ended and open –ended

Questions. The researcher used questionnaire so as to easier the analysis of data and he wanted to collect a

large amount of information from the specified respondents who are selected accordingly to their strata in

the sample size, questionnaires will be distributed among SAUT students.

3.6 Data Analysis and Interpretation

The data collected were carefully analyzed and arranged in chronological order according to the sequence

of events that occurred during the investigation.

Data analysis is the computation of certain measures along with searching for patterns of relationship that

exist among data – group (Kothari, 2004, P. 122).

Data analysis refers to process of evaluating information by using of analytical and logical reasoning in

order to examine components of data provided.

37
The researcheranalysedthe data by using the descriptive approach which utilizes the element of

quantitative, where by researcher used quantitative elements to present the data mathematically from the

questionnaires. Also descriptive approach is all about describing people who take part in the study and

deals with collection of data in order to test hypothesis.

3.7 Research Variables

3.7.1 Social Media

Social media has come to deeply penetrate our lives. It is an independent variable. Facebook, whatsapp,

Twitter and many other platforms define many of our daily habits of communication and creative

productions. The rise of social media can be traced back in the first decade of the twenty first century.

3.7.2 Building Relations

According to this research it is a dependent variable that brought by the appropriate and efficient use of the

social media. Peopleare able to build relations among themselves through interaction, connecting,

communication that creates relations among them and build a strong connection.

3.8 Conclusion

This chapter included research design, description of the study area, sampling procedures, data collection

tools and data analysis, and research variables which will help the researcher to carry out what is required

to the study.

38
 CHAPTER FOUR

Presentations of findings

4.1. Introduction

This chapter analyses, interprets and Presents data about the role of social media in Building relations among

University Students.

4.2. Demographic Characteristics

Table 4.2.1.Demographic characteristics of SAUT Students

No Age Gender Faculty Program

of

stud

ents
80 18 26- 35- F M Law Business Social science Public Law Busine Touris

- 35 and Administr and relation ss m

25 above ation communications and Admini Manag

marketing stration ement

80 50 24 6 50 30 10 30 40 40 10 10 20

Tot 80 80 80 80

al
Source: Researcher 2018

The table above shows the total number of questionnaires that were returned wereabout 80 questionnaires

out of 100 and about 50 students were female while 30 students were male and 50 students were aged

39
 between 18 to 25 years whereas 24 students aged between 26 to 35 years and 6 students aged above 35

years old. Questionnaires were distributed in different faculty such as social science and communications

about 40 questionnaires, faculty of law about 10 questionnaires,and business administration about 30

questionnaires. Different programs collaborated and returned questionnaires that were distributed

involved 40 students undertaking public relations and marketing, 10 students undertaking Law programs,

10 students undertaking business administration and 20 students undertaking tourism and hospitality

management.

4.3 Research Question One: What are the kinds of social media networks used by SAUT Students?

4.3.1 What is your understanding of social media networks?

Different students from different faculty undertaking different programs provided different answers

concerning their understanding on social media networks whereby 37.5% of students (30) said that social

media networks is helpful in providing information and about 14 students (17.5%) said that social media

networks concerns with interaction among students in the university as well as about 16students (20%) said

that it’s all about connectivity among students in the university while 20students (25%) provided different

answers concerning their understand of social media networks such answers like use of internet connection

,experiencing new things,some mentioned social media networks that is contains

whatsapp,instagram,google,snapchat,linkedln,twitter. And some said it’s all about learning new things.

Table 4.3.2.How often do you use or visit social media platforms?

Responses No of students Percentage

Daily 73 91.3%
Weekly 7 8.7%
I don’t use it at all - -
Total 80 100%
Source: Researcher 2018

40
The above tableshows the use of social media platforms by students where by 91.3% of students (73)use or

visit social media platforms daily while about 8.7% students (7) use or visit social media platforms on

weekly bases.

Table 4.3.3.How often do you communicate with your Colleagues via social networking sites?

Responses No of students Percentage

Daily 74 92.5%
Weekly 6 7.5%
Not at all - -
Total 80 100%
Source : Researcher 2018

The above table shows students communication with colleagues via social media networking sites whereby

about 92.5% of students (74) use social networking sites daily to communicate with colleagues while about

6 students (7.5%) use social networking sites to communicate with colleagues weekly.

4.3.4. How do you use social media networks in building relations?

Different students from different faculty undertaking different programs provided different answers

concerning the use of social media networks in building relations whereby about 26 students (32.5%) said

that through communication and providing of information through use of social media can be helpful in

building relations among students and about 16 students (20%) said that social media networks can be useful

in building relations through socialization and interaction among students in different social media platforms

as well as about 16 students (20%) said that throughout sharing of ideas and texts and calls can be helpful in

building relations among students in the university furthermore 10 students (12.5%) said through video

sharing and photo sharing.While 2 students (2.5%) provided different answers concerning their

understanding of social media networks in building relations also 10students(12.5%) said that they don’t

know.

Table 4.3.5. Do you use any forms of social media networks?

41
 Responses No of students Percentage
Yes 72 90%
No 8 10%
Total 80 100%
Source : Researcher 2018

The above table shows the students use of social media networks whereby about 90% of students (72) they

use social media networks while 10% of students (8) they don’t use any form of social media networks.

Table 4.3.6.What social media networking sites do you use mostly?

Responses No of students Percentage

Instagram 16 20%
Whatsapp 50 62.5%
Twitter 4 5%
Facebook 8 10%
All the above 2 2.5%
Total 80 100%
Source : Researcher 2018

The above table shows the preferred social networking sites that students use mostly whereby about 16

students (20%) prefer the use of instagram as their social networking sites, and about 50 students (62.5%)

prefer whatsapp as social media network as well as about 4 students (5%)prefer twitter furthermore 8

students (10%) said facebook is best for them, while 2 students (2.5%) provided different answer they

prefer all the above social media networks.

4.3.7. Why do you use the preferred social media network above?

Students prefer the chosen social networking site because of different reasons whereby 62.5% of students

(50) prefer whatsappmostly because its easily accessible also enables informationsharing to large number

and a lot of people use it while 3 students (3.75%) prefer twitter because of accurate information

furthermore 14 students (17.5%) prefer instagram because of socialization with different students and

information sharing also 10 students(12.5%) prefer facebook because it contains a lot of people and

42
information is easily shared also3 students (3.75%) prefer all the preferred social networking sites because

they are user friendly.

Table 4.3.8.What kind of people do you follow on social media?

Responses Educative Informative Persuasive Entertainers All the Total

above
No of students 28 26 4 16 4 80
Percentage 35% 32.5% 5% 20% 5% 100
Source : Researcher 2018

The above table shows the kind of people students prefer to follow on social media networks whereby

35% of student (28) prefer to follow educative people in the social networking sites , and about 26 students

(32.5%) prefer informative people in the social media networksas well as about 4 students (5%)prefer

persuasive people furthermore 16 students (20%) said that they prefer entertainers, while 4 students (5%)

provided different answer they prefer all the above people to follow on the social media networks.

Table 4.3.9. In what ways do you communicate with your fellow students on social networking sites?

Responses Video Bloggin Photo Micro Social All the Total

sharing g sharing blogging networking sites above

No of 20 2 20 1 36 1 80

students
Percentage 25% 2.5% 25% 1.25% 45% 1.25% 100
Source : Researcher 2018

The above table shows the ways through which students communicate with their fellow students on social

networkingsites whereby 25%of students (20) prefer to communicate with fellow students through video

sharingon social networking sites, and about 2.5% of students (2) prefer bloggingas means of

communicating also about 25%of students (20) prefer photo sharing means of communicating via social

43
 networking sitesfurthermore 1 student (1.25%) prefer micro blogging, while 36 students (45%) prefer

social networking sites lastly about 1 student (1.25%) prefer all the above means of communicating via

social networking sites.

4.4. Research Question Two: What are the benefits of using social media networks in building relations

among SAUT Students?

Table 4.4.1.How do you benefit from using different social media networks as a student?

Responses No of students Percentage

Helpful in solving academic 32 40%

issues
Learning new things in the 22 27.5%

University
In interacting and 22 27.5%

socialization with other

students
All the above 4 5%
Total 80 100
Source : Researcher 2018

The above table shows the ways students benefit from using social media networks whereby 40% of

students (32) said that social media networks is important because it’s helpful in solving academic issues

and about 22 students (27.5%) said that social media helps the student inlearning new things in the

University also about 22 students (27.5%) said that its important because leads in interacting and

socialization with other students furthermore about 4 students (5%) said that they benefit from all the above

importance.

Table 4.4.2.To what extent do social media networks facilitate your interpersonal relationship?

Responses No of students Percentage

Very much 36 45%
Much 24 30%
44
 Average 20 25%
Not at all - -
Total 80 100%
Source : Researcher 2018

The above table showsthe extent which social media networks facilitate interpersonal relationship whereby

45%of students (36) they agreed to a very large extent that social media facilitate interpersonal

relationships and about 24 students (30%) they agreed to a much extent that it facilitate interpersonal

relationships furthermore about 20 students(25%) agreed to an average level.

Table 4.4.3.To what extent do social media networks help you to solve academic matters?

Responses No of students Percentage

Very much 42 52.5%
Much 18 22.5%
Average 20 25%
Not at all - -
Total 80 100%
Source : Researcher 2018

The above table shows the extent to which social media networks helps to solve academic matters whereby

52.5% of students (42) they agreed to a very large extent that social media networks helps in solving

academic matters, and about 18 students (22.5%) they agreed to a much extent that it helps in solving

academic matters furthermore about 20 students (25%) agreed to an average level.

4.4.4. Why have you joined social media networks?

Different students from different faculty undertaking different programs provided different answers

concerningwhy they have joined social media networks, whereby about 18 students (22.5%) said that

because of communication with their fellow university members, and about 20 students (25%) said that

social media networks can be helpful in socialization and interaction among students in different social

media platforms throughout sharing of ideas and texts and calls and getting new experiences, furthermore

38students (47.5%) said they joined because of getting different information’s especially for academic

45
 matters its very helpful lastly about 4 students (5%) provided different answers such as because of

connection with other people, to stay updated , to sustain relationships ,through influence of friends.

4.5. Research Question Three: What are the challenges brought by use of social media networks

amongSAUT Students?

Table 4.5.1.Does your communication on social networking sites with other users positively or

negatively affect your self-esteem?

Responses No of students Percentage

Yes 54 67.5%
No 26 32.5%
Total 80 100%
Source: Researcher 2018

The above table shows how communication on social networking sites with other users positively or

negatively affect self-esteem whereby 54 students (67.5%) they said yes its positively or negatively affect

their self-esteem while 26 students (32.5%) they said that communicating via social networking sites with

other users doesn’t positively or negatively affect their self-esteem.

Table 4.5.2.What is your biggest social media threat?

Responses No of students Percentage

Trust 18 22.5%
Leakage of confidential 26 32.5%

information,
Have your identify damaged, 32 40%
Over confidence 4 5%
Total 80 100%
Source: Researcher 2018

The above table shows the biggest social media threat whereby 22.5% of students (18) face the threat such

as trust issues and about 26 students (32.5%) said that social media usage leads to leakage of confidential

46
information as well as about 32 students (40%) said that they face the threat of having their identity

damaged furthermore about 4 students (5%) said they face the threat of being over confidence.

Table 4.5.3.What are the challenges brought by social media usage to SAUT Students?

Responses No of students Percentage

Lack of privacy 36 45%
Source of Distraction, 16 20%
Unproductive behaviours, 28 35%
Total 80 100%
Source: Researcher 2018

The above table shows the challenges brought by social media usage to SAUT Studentswhereby 45% of

students (36) face challenges such as lack of privacy and about 16 students (20%) said that social media

usage leads to source of distraction as well as about 28 students (35%) said that they face the challenge

ofunproductive behaviours.

CHAPTER FIVE

Discussion, Conclusion and Recommendation

5.1 Introduction

47
This study is about the role of social media in building relations among university students. In this chapter

the researcher discusses, concludes and recommends on the findings based on the following objectives.

-To identify the kindsof social media networks used among SAUT students.

-To examine the benefit of using social media as a role in building relations among SAUT

Students.

-To identify the challenges brought by the use of social media networks among SAUT students.

5.2 Discussions

5.2.1Research ObjectiveOne;To identify the kindsof social media networks used among SAUT

students

From the previous findings, students provided different answers concerning their preferredsocial

networking site some students prefer the use of instagram as their social networking sites, and about

(62.5%) students prefer whatsapp as social networking sitethus a lot of students use whatsapp than other

sites and few students prefer twitter and facebook as their social networking site.

As a researcher social networking sites are very important to students from the previous findings it’s very

helpful to them in different matters in academic matters, in information and socialization. Whatsapp is the

most preferred because a lot of student use it and information can be shared easily thus helps the students in

many ways such as sharing information and it’s easily accessible.

In additional to the findings from SAUT Students they commented on why they prefer the chosen social

networking sites student prefer whatsapp mostly because its easily accessible,as well as it enables

information sharing to large number and a lot of people use it while other students prefer twitter because of

accurate information furthermore some prefer instagram because of socialization with different students

and information sharing also facebook because it contains a lot of people and information is easily shared

also some prefer all the above social networking sites such as whatsapp, instagram, twitter and facebook

because they are user friendly and provide refreshment.

48
However the findings relates to scholars such as, Onomo (2012) who acknowledged this ability of the

media by remarking that social networking sites has become “a widespread tool for communication and

exchange of ideas, helping individuals and organizations with just causes to reach a phenomenally vast

audience that could hit her to not be reached by traditional media”.

As a researcher from the findings it shows that social media networks are divided into different forms

whereas students use either one or more of any of the forms of social mediait can either be Wikipedia or

twitter or youtube or mostly student prefer social networking sites such as facebook, whatsapp and

intagram.

The findings are supported with different scholars such as Kaplana and Heenking ( 2010 ) whoclassified

social media as follows, collaborative projects (Wikipedia), blogs and micro blogs (twitter), content

communities (YouTube), social networking site (Face book, Whatsapp, Instragram), Virtual word(world

war craft) and visual second (second life).

Also, since students use social media networks they elaborated on the kind of people they follow in social

media. Students follow educative people to learn new things,informative peoplein order to get new

information,persuasive people to be persuaded and some students follow entertainers like celebrities for

refreshment.

Furthermore students communicate through video sharing,some blogging others photo sharing, micro

blogging and majority through social networking sites such as facebook, instagram and whatsapp.

This study relates on both theories social penetration theory and social exchange theory. Altman and

Taylor(1973) of social penetration theory said that this theory means that in context of interpersonal

relationships social networking sites such as facebook,twitter and whatsapp helps to get to know someone

better by disclosing yourself to the newly friends in the social networking sites also apart from discussing

school matters you can also communicate and interact easier through social media by knowing what others

prefer to do and their likes and dislikes and get to know different kind of people with different

personalities.

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And according to Thibaut and Kelley (1952) of social exchange theory, it can be said that technological

exchanges between individuals capture a mutual cost benefit structure.This means that the time and energy

used in texting, posting or commenting on any social networking sites comes back with reward such as

likes or responses, in other words this means that given the ability to transform information efficiently to

mass audience with potential reward in social networking are unrestrained.

As a researcher from previous findings and from both theories it shows that the usage of social media

builds relations especially interpersonal relationships through disclosing yourself as a students and helps

the students to communicate to know each other’s better by making new friends and solving different

matters and as well as through social media there is reward system when you share information or find

people through video sharing, posting or any other means from social networking sites such as whatsapp,

facebook or instagram you can be able to get reward back such as information, socialization or solving

academic matters.

5.2.2Research Objective Two; To examine the benefit of using social media as a role in building

relations among SAUTStudents.

The findings concerning the benefit of social media networking based on the findings from questionnaires

that were distributed to students they said that they benefit with social media usage in many ways such as

helping in solving academic issues, learning new things in the university, in interacting and socialization

with other students and some they said they benefit from all the above benefits.

In addition the findings concurs with Ito (2010) who said thatyouth use technology to keep in touch with

friends, mediate romantic relationships, organize into social group support each other and develop their

own identities. Valenzuela, Park and Kee (2009) adds that, people can use social networking sites in

several different ways including accessing information, debating, socializing, or for entertainment.

Furthermore the benefits that social media usage provides goes hand in hand with social penetration theory

by Altman and Taylor(1973)and social exchange theory by Thibaut and Kelley (1952) whereby social

50
media usage benefits students through building interpersonal relationships that can be provided by getting

to know each other better (socialization) as well as getting benefit in return as a reward from social media

usage such as getting information, communicating and interaction.

As a researcher social media usage benefits students to a very larger extent whereby students can get news

and information, share ideas,interacting and communicating better on academic matters. Social media

usage should be used by most students but in a positive way that can benefit them and build their

relationship.

5.2.3 Research Objective Three; To identify the challenges brought by the use of social media

networks amongSAUTstudents.

The findings concerning challenges brought by social media usages reflects with the book of Nelson

(2012), the book stipulates that “students continue to spend more time on social media than any other sites.

Other challenges brought by social media networks are; lack of privacy, source of distraction, unproductive

behaviourand some said all of the above (lack of privacy, source of distraction, unproductive behaviours)

leads to the challenges of usage of social media networks.

In addition, apart from challenges there are threats brought by usage of social media networks such as trust

issues, leakage of confidential information, have your identity damaged and over confidence.

Furthermore as a researcher social media usage if is not used appropriately as required can lead to trust

issues, leakage of information that are not suppose to be out to everyoneand for some students they copy

and paste everything from social media that lead to unproductive behaviour and some students use social

media all the time and becomes source of distraction especially in lectures and group discussions.

5.3 Conclusion

The research found out that most of SAUT students use social media networks in positive way like in

building relations through interaction, socialization,communicating and getting informationand on the other

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side SAUT students use social media networks in other things not only in building relations but also they

spend more time on social media by following people like celebrities and other people who are not their

fellow students and who are not for education purposes and also students rely much on social media

information and they don’t want to use their heads anymore.Social media networks become a source of

distraction for the students who use it in time of lectures and also unproductive behaviour can be produced

from social media usage whereby students follow their role models who are not students and copy

everything from them.

University management with the help of Government strictly laws should be imposed to students who

misuse social media networks so that students should use social media networks in a positive way even if

they use it in building relations.

5.4 Recommendations

5.4.1 The researcher recommends that students should follow educative people who can be very helpful in

their academic matters. Also lecturers should encourage students to follow educative people on social

media.

5.4.2 The researcher recommends that lecturers should use online teaching by providing books, course

works and online quizes because it’s easier for students who are not active in class to get notes and do other

works.

5.4.3 The researcher recommends that students should use social media networks in positive way like in

building relations through interacting, socializing and other means, not in negative ways such as distraction

in class, or damaging ones reputation.

5.4.4 The researcher recommends on strictly laws to be imposed by university management so that students

could avoid the misuse of social media networks.

5.4.5 The researcher recommends that the students should not post or comment things in the social media

networks that can leads to bad act or damage university image.

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5.4.6 The researcher recommends that students should manage time and use time wisely by not spending

all their time in using social media networks.

5.4.7 The researcher recommends that more researches should be conducted concerning social media usage

in the universities and more education on the usage of social media and its importance and disadvantages

should be provided to SAUT students.

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Sheldon,P.(2008).Student favorite: facebook and motives for its use.Southwestern Mass

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Urista,M.A.,Dong,Q.,&Day.K.D.(2009).Explaining why young adults use myspace and

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Altman,I., &Taylor,D. (1973). Social penetration: The development of interpersonal relationships.

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Dwyer,C.(2007) “Digital Relationships in the ‘My space’ Generation: Results From a Qualitative Study.”

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List of social media websites:( https://www.thoughtco.com ).

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digital divine: finding from a student of marginalized young people’s information communication

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Quan-Haase,A.,& Young ,A.L. (2010). Uses and gratification of social media : A comparison

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 APPENDIX

QUESTIONAIRE FOR SAUT STUDENTS

My name is EkaristJuliethKiwia a third year student, pursuing a Bachelor Degree in Public Relations and

Marketing at ST.Augustine University of Tanzania. I am researching on “The Role of Social Media in

Building Relations among University Students”. These questions are purely for academic purpose and your

answers will be highly confidential. The success of the study depends on your response.

Put a tick in an appropriate answer and explanations at a required question.

SECTION A

2. Age

a) 18-25 ( )

b) 26-35 ( )

c) 36- and above ( )

2.Gender

a) Male ( )

b) Female ( )

3. Faculty

a) Social Science and communications ( )

b) Law ( )

c) Business Administrations ( )

4. Program

a) Public Relations and Marketing ( )

57
 b) Law ( )

c) Business Administrations ( )

d) Tourism and Hospitality management ( )

SECTION B

Assessment of social media as a role in building relations among university students.

5. What is your understanding of social media networks?

............................................................................................................................................................

.....................................................................................................................................................

6. How often do you use or visit social media platforms?

a) Daily ( )

b) Weekly ( )

c) I don’t use at all ( )

7.How often do you communicate with your colleagues via social networking sites?

a) Daily ( )

b) weekly ( )

c) not at all ( )

8. How do you use social media networks in building relations?

………………………………………………………………………………………………………

…………………………………………………...........................................................................

To identify the kinds of social media networks used among SAUT students

58
9. Do you use any forms of social media networks?

a) Yes ( )

b) No ( )

10.What social media networking sites do you use mostly?

a) Instagram ( )

b) Whatsapp ( )

c) Twitter ( )

d) Facebook( )

e) All the above ( )

11.Why do you use the preferred social media network above ?

………………………………………………………………………………………………………

…………………………………………………………………………………………………….

12. What kind of people do you follow on social media?

a) Educative ( )

b) Informative ( )

c) Persuasive ( )

d) Entertainers ( )

e) All the above ( )

13. In what ways do you communicate with your fellow students on social networking websites?

a) Video sharing ( )

59
 b) Blogging ( )

c) Photo sharing ( )

d) Micro blogging ( )

e) Social networking sites ( )

f) All the above ( )

To examine the benefit of using social media networks as a role in building relations among SAUT

students

14. How do you benefit from using different social media networks as a student?

a) Helpful in solving academic issues ( )

b) Learning new things in the university ( )

c) In interacting and socializationwith other students ( )

d) All the above ( )

15. To what extent do social media networks facilitate your interpersonal relationships?

a) Very much ( )

b) Much ( )

c) Average ( )

d) Not at all ( )

16. To what extent do social media networks help you to solve your academic matters?

a) Very Much ( )

b) Much ( )

c) Average ( )

d) No at all ( )

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17.Why have you joined social media networks?

………………………………………………………………………………………………………

……………………………………………………………………………………………………….

To identify the challenges brought by the use of social media among SAUT students

18.Does your communication on social networking sites with other users positively or negatively affect

your self-esteem?

a) Yes ( )

b) No ( )

19. What is your biggest social media threat?

a) Trust ( )

b) Leakage of confidential information ( )

c) Have your identity damaged ( )

d) Over confidence ( )

20. What are the challenges brought by social media usage to SAUT students?

a) Lack of privacy ( )

b) Source of distractoo ( )

c) Uoproductve behavior ( )

d) Aoy other.............................................................................................................................

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62