Browsing by Author "Lwanga, David"

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    Social Media Marketing in NBS Group of Companies-Jinja.
    (Makerere University Business School, 2022-04-07) Lwanga, David
    This study examined the relationship between digital financial services usage, financial literacy, and personal financial management among students of Kyambogo University, Uganda. The study was motivated by the increasing adoption of digital financial services by university students alongside concerns about ineffective personal financial management. Specifically, the study investigated the effects of digital payment usage, digital credit usage, and digital savings usage on personal financial management, and examined the moderating role of financial literacy in the relationship between digital financial services usage and personal financial management. The study adopted a cross-sectional research design using a quantitative approach. Primary data were collected from a sample of 332 students through structured self-administered questionnaires. Data were analysed using the Statistical Package for Social Sciences (SPSS), employing descriptive statistics, correlation, regression, and moderation analysis to establish the relationships among the study variables. The findings revealed that digital payment usage, digital credit usage, and digital savings usage each had a positive and statistically significant effect on personal financial management, with digital credit usage emerging as the strongest predictor. The results further established that financial literacy significantly moderates the relationship between digital financial services usage and personal financial management, indicating that students with higher levels of financial literacy derive greater financial management benefits from using digital financial services. Collectively, digital financial services usage and financial literacy explained 37.8% of the variation in personal financial management. The study concludes that increased use of digital financial services, supported by adequate financial literacy, enhances students' ability to effectively manage their personal finances. It recommends that universities, financial institutions, and policymakers promote financial literacy programmes while expanding access to secure and user-friendly digital financial services. Particular emphasis should be placed on responsible use of digital credit and encouraging digital savings to strengthen students' financial capability and long-term financial well-being.