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Effectiveness of Online Safety Awareness Campaign Strategies by Kenya Bankers Association on Small Business Operators in Kasarani Sub-County, Nairobi

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dc.contributor.author Omusula, Peter K.
dc.date.accessioned 2023-03-21T07:49:04Z
dc.date.available 2023-03-21T07:49:04Z
dc.date.issued 2022
dc.identifier.uri http://erepo.usiu.ac.ke/11732/7332
dc.description A Thesis Submitted to the School of Communication, Cinematics & Creative Arts in Partial Fulfillment of The Requirement for the Degree of Master of Arts in Communication Studies (MCS) en_US
dc.description.abstract This study examined effectiveness of online safety awareness campaign by Kenya Bankers Association (KBA) to small business operators in Kasarani Sub-county Nairobi. The Key objectives of the study were to examine the extent to which small business operators in Kasarani sub-county have adopted use of ICT in their businesses, assess their cybercrime awareness levels, and the effectiveness of strategies employed by the Kenya Bankers Association initiative “Kaa Chonjo” in curbing cybercrime. Kasarani Sub-County where the study was done has more small businesses operating online than any other subcounty in Nairobi; hence it was an ideal site for the study. Relevant theoretical and empirical literature relevant to study area was reviewed. This study used survey research design. Multi-stage sampling was used to select the study area and sampling units. Whereas purposive sampling was used to select the study area, stratified random sampling was used to select sample units from different small businesses. Total sample size was 335. Structured questionnaires were used to collect data. Data captured was summarized, analyzed and presented using SPSS version 25.0 in that order. It was evident from the study that most small business operators have adopted use of ICT in the businesses specifically use of mobile phones. However, majority (60%) of the small business operators have not had any training on cybercrime awareness. On awareness about cybercrime, most small businesses were found to have experienced cybercrime. The study found out that there was a relatively strong relationship between the online safety campaign strategies by KBA and cybercrime awareness among small business operators in Kasarani. Mass media came out as the most effective strategy in cybercrime campaigns as compared to other strategies. This study recommends that the KBA to employ more use of mass media campaigns as a strategy of reaching out to more small business operators in the study area. en_US
dc.publisher United States International University - Africa en_US
dc.subject Online Safety Awareness en_US
dc.subject Campaign Strategies en_US
dc.subject Kenya Bankers Association en_US
dc.subject Small Business Operators en_US
dc.subject Kasarani Sub-County en_US
dc.subject Nairobi en_US
dc.title Effectiveness of Online Safety Awareness Campaign Strategies by Kenya Bankers Association on Small Business Operators in Kasarani Sub-County, Nairobi en_US
dc.type Thesis en_US


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