Determinants of Social Media Adoption Within Iddir's Internal Communication System: In Case of Birhan Men’s Iddir in Bole Arabsa, Addis Ababa
| dc.contributor.advisor | Wasihun Mohammed (PhD) | |
| dc.contributor.author | Lewegneh Edie | |
| dc.date.accessioned | 2025-08-02T11:03:11Z | |
| dc.date.available | 2025-08-02T11:03:11Z | |
| dc.date.issued | 2024-09 | |
| dc.description.abstract | The current communication system employed by Birhan Men's Iddir (BMI) in Bole Arabsa, AddisAbaba, is inefficient and ineffective, impeding its overall success. Considering these challenges, integrating social media into the internal communication system of BMI offers a promisingsolution. This study aimed to examine the factors affecting the implementation of social media in the internal communication system of BMI, during the project initiation phase. The study utilized amixed-method approach, combining quantitative surveys of 66 participants and qualitative interviews with Iddir leaders, to gather insights from the participants. Quantitative analysisrevealed a positive attitude toward social media, emphasizing perceived benefits and community demand, but also identified perceived security as a significant barrier. The correlation andregression analysis indicated that perceived benefits encourage adoption, while perceived security inhibits it. The qualitative data underscored the importance of organizational support in raisingawareness and community demand for successful social media integration in BMI. The study concludes that addressing technological, organizational, and environmental factors is crucial foreffective social media adoption in BMI, providing valuable insights for community-based organizations. This study adds to the existing body of knowledge on the subject by bridging thegap between tradition and technology. Key words: Social Media Adoption, Internal communication, Project Initiation Phase, Iddir,Technological Factors, Organizational Factors, Environmental Factors | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5913 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Determinants of Social Media Adoption Within Iddir's Internal Communication System: In Case of Birhan Men’s Iddir in Bole Arabsa, Addis Ababa | |
| dc.type | Thesis |