Influence of Social Media on Information Seeking and Sharing Behavior among Young Adults in Kenya

Abstract

Purpose: The aim of the study was to investigate the influence of social media on information seeking and sharing behavior among young adults in Kenya.
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: Social media heavily influences information seeking and sharing behavior among young adults in Kenya, facilitating quick access to diverse content despite concerns about reliability. To address misinformation and promote digital literacy, implementing educational programs and establishing guidelines for verifying information on social platforms are recommended.
 Unique Contribution to Theory, Practice and Policy: Uses and gratifications theory, social cognitive theory & diffusion of innovations theory may be used to anchor future studies on influence of social media on information seeking and sharing behavior among young adults in Kenya. Develop and implement digital literacy programs tailored to the needs of young adults in Kenya, with a focus on enhancing critical evaluation skills, media literacy, and information verification techniques. Advocate for the development of policies and guidelines to regulate the dissemination of misinformation, hate speech, and harmful content on social media platforms, while preserving freedom of expression and information sharing.