Study on use of social media's effectiveness on public relations communication to State Organization in Male city, Maldives / Maryam Vadha Waheed

Abstract

Social media is widely used in organization and has great impact on organization's communication and increased interactions with public. This research is designed to study and explore the purpose, need and benefits of social media on state organizations in Male' with special reference to Ministry of Housing and Infrastructure. Social media enhances public interactivity, increases operational and managerial efficiencies and also improves organization's financial aspects with regard to reduction of costs in marketing etc. An alternate study is also conducted to Maldives Inland Revenue Authority for comparison purpose of social media usage in both organizations. Based on literatures, Media Richness Theory (MRT) and Technology Acceptance Model (TAM) are identified the most suitable theories used by researchers to understand the topic broadly and assist the optimal use of social media in organizations, hence this research relies on both theories. There is limitation that social media use and impact on organizations performance is not sufficiently investigated This study uses mixed techniques such as website analysis, interviews and survey questionnaire to achieve objectives and the research questions highlighted in the research and investigate social media's significance, need and benefit for State Organizations. Mixed methods proves to provide strong and reliable conclusions. For this research online questionnaire was distributed to 200 participants in areas of Male' city and 2 interviews with senior managers of both Ministry and MIRA is conducted. The study is based on descriptive statistics. Quantitative section is analysed using SPSS software and interviews are coded manually. Use of mix method concludes that social media has positive impact on State Organizations such as increased engagements with public, instant and effective reach of messages to large audience and cost effectiveness such as marketing etc and improved customer services and transmit transparent information to public. Also, identifies the importance of continuation of social media to increase communication and interaction level and maintain effective public relations within State Organizations. Finally, the dissertation highlights limitations of the research and also provides recommendations for future directions to State Organizations, academic purpose and theoretical implications to enhance and maintain social media in State Organization.