Impact of Mode of Presentation of Facebook Environmental Content on Environmental Citizenship Among University Students in Kenya

Abstract

In recent years, the growing concern over environmental issues has led to an increased emphasis on environmental citizenship which encompasses people’s awareness, attitudes, and actions toward environmental sustainability. As more people actively search for information from new digital media platforms, social media is undoubtedly becoming a popular and primary mode of communication. It is against this backdrop that this research investigated the intricate relationship between the mode of presentation of environmental content on Facebook and their collective impact on environmental citizenship with the general aim being to determine the impact of the presentation of environmental content on Facebook on environmental citizenship among Kenyan university students. Two specific objectives directed the study: To assess the effectiveness of the various modes of presentation of Facebook environmental content among University of Nairobi students in Kenya; and to assess the influence of the modes of presentation of Facebook environmental content on environmental citizenship activities among University of Nairobi students in Kenya. The Elaboration Likelihood Model guided the study. The study adopted a mixed research design as data was collected using an online survey from 131 University of Nairobi students. Data was presented using charts, tables, and graphs and analyzed using descriptive statistics, especially percentages. The study found that the majority of students, 54.2%, preferred videos, and another 29% pictures as the mode of presentation for environmental content accessed via their Facebook accounts. The study concluded that the mode in which Facebook environmental content is presented has a significant impact on fostering environmental citizenship among University of Nairobi students in Kenya. The study, therefore, recommended the integration of visually appealing environmental content in university Facebook pages to enhance environmental citizenship among university students. Further studies were suggested on other population categories, besides students, so as to determine the impact of disseminating online environmental content on environmental citizenship among other demographics of the Kenyan public.