Effect of Social Media on Public Awareness Programmes : A Case of LATRA and TASAC in Tanzania.

Pazzy, Salumu S. (2025) Effect of Social Media on Public Awareness Programmes : A Case of LATRA and TASAC in Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study examined the roles of social media on public awareness programmes. The study was conducted at Land Transport Regulatory Authority (LATRA) and Tanzania Shipping Agencies Corporation (TASAC), Tanzania.The general objective of this study was to investigate on the effects of social media on public awareness programmes. The study was guided by four objectives; to analyse the roles of social media on public awareness programmes, to examine the extent to social Media usage on public awareness programmes; to identify its effects on public awareness programmes, and to find out challenges and opportunities associated with utilizing social media for public awareness programmes. Basing on the nature of the study, the researcher adopted a case study research design; using quantitative and qualitative research methodologies. The data collected using interviews, observation and questionnaires. The data obtained were analyzed using SPSS under the help of frequencies and percentages. The study used a sample size of 82 who were obtained through purposive and random sampling techniques. The findings found out that organizations use websites, social media pages like Instagram, Facebook, X (twitter), in educating and informing the audience on programmes, and allowing interaction with the audience on the campaign. Social media has also led to spread of misinformation and fake news on some programmes. Poor internet connection and internet costs were the common challenge faced majority of social media users in rural and urban areas. The study concluded that social media has enabled organizations like LATRA and TASAC to reach beyond geographical boundaries instantly at low costs compared to the use of TV, Newspapers and radio. The study recommended that, government and other stakeholders should cooperate in improving internet connection, so as to allow even the rural communities to access to public awareness programmes through social media.

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