Social Media Functionality, Organizational Innovativeness and Success of Health Projects in Uganda During the Covid-19 Era. A Case of Masaka City.

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dc.contributor.authorKasozi Douglas
dc.date.accessioned2026-07-08T11:56:41Z
dc.date.available2026-07-08T11:56:41Z
dc.date.issued2023-12-14
dc.descriptionThis is a master's thesis.
dc.description.abstractThe purpose of the study was to establish the relationship between social media functionality, organizational innovativeness and success of health projects in Masaka City, the combined effect of social media functionality and organizational innovativeness on success of health projects in Masaka City. The study adopted a cross-sectional and correlation design using a sample of 70 health projects in Masaka City. Five respondents filled the questionnaire per project namely project managers (1), project coordinators (1), cost coordinators (1), social media handler (1) and advocacy officer) for each project. Only 63 projects participated in this study because 7 of the projects had exited operations due to lack of funding, this represents a response rate of 90%. The data collection tool was tested for reliability and validity. Data was analyzed using SPSS and results were presented basing on the study objectives. It is established from the study that there is a significant positive relationship between social media functionality and success of health projects, a significant positive relationship between organizational innovativeness and success of health projects and a 36.4% variance in success of projects in Masaka City contributed by social media functionality and organizational innovativeness. It is therefore recommended that there is need to take advantages of social media functionality and promotion of organizational innovativeness among NGOs in order to promote success of health projects.
dc.description.sponsorshipDr. Nabatanzi Annet. K. Muyimba (PhD) (Makerere University Business School) & Mr. Dokeen Charles (Makerere University Business School)
dc.identifier.citationKasozi, D. (2023). Social Media Functionality, Organizational Innovativeness and Success of Health Projects in Uganda During the Covid-19 Era. A Case of Masaka City. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.
dc.identifier.urihttp://hdl.handle.net/20.500.12282/5722
dc.language.isoen
dc.publisherMakerere University Business School
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.titleSocial Media Functionality, Organizational Innovativeness and Success of Health Projects in Uganda During the Covid-19 Era. A Case of Masaka City.
dc.typeThesis
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