The effects of social networking on the output of an organization in Cameroon

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THE UNIVERSITY OF BAMENDA
Presented to the Higher Technical Teacher Training College (H.T.T.T.C.) Bambili of The
University of Bamenda in Partial Fulfillment of the Requirements for the award of the
Higher Technical School Teacher Post Graduate Diploma (DIPET II) in Information
Management and Communication.
By
ABAH STEPHANY MBONG
Registration Number: UBa19T0563
(DIPET I in IMC)
Supervisor Co supervisor
Dr ASOH Derick
Lecturer, The University of Bamenda Assistant Lecturer, The University of Bamenda
The University of Bamenda
June 2021
HIGHER TECHNICAL
TEACHER TRAINING
COLLEGE
DEPARTMENT OF
ADMINISTRATIVE
TECHNIQUES
THE EFFECTS OF SOCIAL NETWORKING
SERVICES ON THE OUTPUT OF AN
ORGANIZATION

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TITLE PAGE
THE EFFECTS OF SOCIAL NETWORKING SERVICES
ON THE OUTPUT OF AN ORGANIZATION
Author:
ABAH STEPHANY MBONG
JUNE 2021
Dissertation submitted in partial fulfilment of the requirements for the award of a Higher
Technical Teacher School Post Graduate Diploma (DIPET II) in Information Management and
Communication.
Department of Administrative Techniques
The University of Bamenda

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CERTIFICATION
I hereby certify that this thesis entitled “The Effects Of Social Networking Services On The
Output Of An Organization” has been carried out by ABAH STEPHANY MBONG with
registration number UBa19T0563 in the Department of Administrative Techniques and of the
Option IMC of the Higher Technical Teacher Training college (H.T.T.T.C) Bambili, University
of Bamenda.
Supervisor co-supervisor
Dr ASOH Derick
Signature …………………………… Signature…………………………
Date ………………………. Date…………………………….
HEAD OF DEPARTMENT
Madam Bang Martina
Date…………………………….
Signature ……………………………

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ATTESTATION
I hereby declare that I am the sole author of this project. I authorize the Higher Technical Teacher
Training College (H.T.T.T.C) Bambili to lend this project to other institutions or individuals for
the purpose of scholarly research.
I understand the nature of plagiarism, and I am aware of the University’s policy on this. I certify
that this dissertation reports original works by me during my University project.
Signature ……………………………….. Date……………………………………

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DEDICATION
I dedicate this dissertation to God Almighty.
.

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ACKNOWLEDGEMENT
First of all, I wish to express my gratitude tremendously to the vice chancellor of the University
of Bamenda Prof. NKUO THERESA AKENJI. The Director of H.T.T.T.C BAMBILI Prof. YONG
NKWAIN JOSEPH and the deputy director Prof. TSI EVARISTUS ANGWAFOR for their
immense administrative supports.
I want to equally acknowledge the entire staff of the H.T.T.T.C Bamenda and most especially my
supervisor Dr ASOH Derick for the time and energy he invested for the realization of this
dissertation and to my co-supervisor Mr. for his time and attention given to me for the realisation
of this dissertation.
I cannot end without thanking the ALMIGHTY GOD for guiding me throughout my research
work.

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CHAPTER ONE
GENERAL INTRODUCTION
1.1 BACKGROUND AND CONTEXT
Web-based social networking services make it possible to connect people who share interests and
activities across political, economic, and geographic borders. Through e-mail and instant
messaging, online communities are created and reciprocal altruism (unselfishness, self-sacrifice,
humanity, selflessness, philanthropy) are encouraged through cooperation. Scholars have noted
that the term "social" cannot account for technological features of the social network platforms
alone. Hence, the level of network sociability should determine by the actual performances of its
users.
Networking is defined as individual behaviour used to build and maintain contacts that enhance
career success (Mohd Rasdi et al., 2012). Kamaku & Mberia (2014) define Social networking is
the activity of creating personal and business relationships with other people especially by sharing
information, personal messages, on the Internet. Social networking sites (SNS) such as MySpace,
Facebook, Bebo, and Twitter are popular with teens. Using social networks can be a lot of fun and
help us feel connected with the people we care most about. Adults also use social networks to
share resources and look for jobs, while seniors and shut-ins benefit from being able to stay in
touch with relatives and friends.
The increasing popularity of social sites like Twitter, Facebook and LinkedIn, social networks
has gained attention as the most viable communication choice for the bloggers, article writers
and content creators (Purvis & Savarimuthu, 2010). Social networks have removed all the
communication and interaction barriers, and now one can communicate his/her perception and
thoughts over a variety of topics.
According to the communication theory of uses and gratifications, an increasing number of
individuals are looking to the internet and social media to fulfil cognitive, affective, personal
integrative, social integrative, and tension free needs. With internet technology as a supplement to
fulfil needs, it is in turn affecting everyday life, including relationships, school, church,

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entertainment, and family. Organisations are using social network as a way to learn about potential
employees' personalities and behaviour.
Students and experts are able to share and communicate with like-minded people and can ask for
the input and opinion on a particular topic. Another positive impact of social networking sites is
to unite people on a huge platform for the achievement of some specific objective. This is very
important to bring the positive change in society. However, social network does not go without its
flaws. One of the negative effect of social media or network is it leads to addiction. Spending
countless hours on the social sites can divert the focus and attention from a particular task.
However, recent empirical studies indicate that the role of the social environment may be
underestimated, as organization may rely on other factors as a determinant of their success.
1.2 PROBLEM STATEMENT
The world has become a global village where the use of computer and internet facilities is
indispensable. Social media is among the numerous means which the people interact and
communicate online. Today, millions of people are now on social media such as Facebook, 2go,
twitter and others, exchanging views, ideas and other related matters with a good number of them
being young.
According to previous works researchers have laid more emphasis on the influence of social
network services on the performance of students. As such, going by the results obtained it was
disclosed that social network services has a severe negative impact on the performance of students’
academic.
However within the context of business, social networking and social media have changed the
business landscape, both for organisations that have adopted them and for those who have not.
Almost all social networks have incorporated a measure of social media, allowing users to become
curators of the interesting content they find, sharing links, images, and short personal stories.
Businesses that have learned to create content and engage in conversations are already ‘in the
stream’ – and more and more, internet users have the expectation they will be able to interact with
their favourite brands.

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But then the wide range of social network communication existing amongst workers of institution
has drastically affected the performance of workers who spend most of their time socialising with
friends via the different social networks services available to them.in as much as some research
work focalised on social networking services and students academic performance, many stand the
view that the increased level of interaction in organizations plays and instrumental role on
improving the output of the organization, despite the high level of distractions it brings up in the
organization. In this regard we were motivated on investigating the positive impact of social
networking services the output of an organization.
1.3 GENERAL OBJECTIVE
The principal objective of this research is to study and analyse the effects of social networking
services on the output of an organisation.
1.3.1 SPECIFIC OBJECTIVES
To attain our general objective, we have the following specific objectives:
 Determine the number of working hours spent by employees on social networks and how
it influences output of the organisation.
 To examine the role administrators, business decision makers, knowledge workers and
librarians play in influencing the use of social networking platforms and how it can affect
organisational
 Analyse the misuse and dangers of disseminating delicate information about an
organisation on social platforms and probable misuse of this information by competitors.
1.4 RESEARCH HYPOTHESIS
This thesis is guided by two main hypotheses: The null hypothesis (H0) and the alternative
hypothesis (H1):
(H0): Social networking services do not impact the output of an organisation.
(H1): Organisations that use social networking services positively stand the chance of significantly
improving output.

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1.5 SIGNIFICANCE OF THE STUDY
This study is significance in the sense that it will educate workers of organisations on the dangers
of wasting organisation’s working hours on social networks as it helps to drastically reduce the
output of the organisation and prepares the organisation for eventual downfall or closure.
It is also significance in that it will sensitise and educate workers on the dangers of disseminating
organisation’s information when it is not yet prepared and ready for public consumption as this
will lead to misuse of this same information by competitors to bring down the image of the
organisation.
This study is also significance in that it will increase the understanding of what social networking
entails with its consequences.
It is equally significance in that it will educate workers of the different organisations, business
decision makers, knowledge workers and librarians about the various applications, benefits and
risks associated with social networking.
The study is equally significance because it will increase the understanding of what social
networking encompasses and how it can be used for positive business purposes. The ideas and
discussion put forth will equally be applicable to libraries and may give them new insights into the
provision of social networking applications as part of their services to users.
This study is significant in that it will help managers and organisations to recognise the fact that
one of the identified agents through which the world will constantly experience change is
technology which is especially true in the world of social networks.
This study is also significant in that it will help managers and organisations to know how to make
information available in the right form to the right user both at the personal and organisational
levels, and at the right time with a competent executive assistant to facilitate the process.

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1.6 SCOPE OF THE STUDY
The essence of this research work was to primarily study the impact of social networking platforms
on the output of Mbengwi council, Momo division of the Northwest region, Cameroon. The study
is conducted by use of interviews, questionnaires and other data collection methods to gather data
from sampled employees and administrators of the Mbengwi council. The Mbengwi council was
chosen as the organization for research because its accessible, provides for reduced research cost
and avoided complexity that may have arisen as a result of having a deal with a larger organization.
But since most councils and micro-organizations in the Northwest region are having almost similar
structure and governed by similar rules, the research findings can be generalized to include all
organizations I the Northwest region.
1.7 ORGANIZATION OF THE STUDY
The study is organized in three chapters and each chapter deals with a specific theme of the study.
This work begins with General introduction of the study and focuses on the background of the
study, statement of the problem and research questions as well the significance of the study and
limitations of the research. Chapter one examines the literature review and theoretical
framework. Chapter two examines the research methodology and Chapter three is the
presentation and analysis of data otherwise described as discussion of the subject matter of the
study. Lastly, summary findings, conclusion and recommendation of the study will be presented.

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CHAPTER TWO
LITERATURE REVIEW
2.1. Conceptual framework:
2.1.1. Social Networking Services
In other words called Social Network Sites, it is used to describe any website that enables users to
create public profiles within that website and form relationship with other users of the same
website who access their profile. It is used to describe community base website, online discussion
forum, chat rooms and other social space online. Commonly, the phrase “social networking sites”
is used as an umbrella term for all social media and computer-mediated communication, including
but not limited to Facebook, Twitter, LinkedIn, and MySpace, as well as the inaugural social
networking sites of Cyworld, Bebo and Friendster.
Ellison and Boyd (2007) define social network sites as web-based services that allow
individuals to construct profiles, display user connections, and search and traverse within
that list of connections. A social media is an online service or platforms that focus on
facilitating the building of social network among people who share interest, activities and
background on real life connections. It is a website that allows users to share information
within a selected group. It is a great way to stay connected and a convenient way to share
photos from trips (Awake, 2012). It consists of a representation of each user (profiles),
social links and a variety of additional services. For in depth analysis of social media packages,
the subsequent terms will be discussed:
 Impact of Social Network sites
 Features
2.1.2. Impact of Social Network sites
Through email and instant messaging, online communities are created where a gift
economy and reciprocal altruism are encouraged through co-operation. 2go and other
social networking tools are increasing the objective of scholarly research. Scholars in
many fields have begun to investigate the impact of social networking site, investigating
how such site may play into issues of identity, privacy, social, youth culture and education.

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Several website are beginning to tap into the power of the social networking model for
philanthropy. In 2011 HCL technologies conducted research that showed that 50% of
British workers are banned from the use of social media during office hours. In this view,
when one is chit-chatting, the content of the message reveal a lot about an individual. In
chatting, comments, photos, and status should speak less of an individual. Kim in summary
says: “if you are mindful of what you are doing, you can maintain a measure of privacy on
a social network” (Awake, 2012); and, in reference to this, Proverbs 10:19, states that “In
the abundance of words, there does not fail to be transgression, but the one keeping his in
check is acting discreetly”.
“It’s a vortex that sucks one in and one has no idea you’ve been trapped. One of the ironies
of the internet is that it keeps you apart from the most important things’. It is a great way
to stay connected with people but you just have to know when to shut it down. Raquel
concluded that it seems that when people go on a social network they lose their mind” (Awake,
2012).
2.1.3. Features of Social Network sites
According to the Boyd and Ellison (2007) article entitled “Why Youth Heart, Social
Networking Site: the role of networked publics in teenage life?” It shares a variety of
technical features that allows individuals to construct a public or semi-public office,
articulate list of their users that they share connection with and view their list of
connections within the system. In an article titled ‘social networking sites’ definition and
scholarship, Boyd and Ellison adopt Sunden’s (2003) description of profiles as unique
pages where one can type oneself into being a profile is generated from answer to question,
such as age, location and interest. Some site allows users upload pictures’, add multimedia
content or modify the look of their profile. For instance, 2go allows the user to update their
status and change profile pictures and BB chat that allows them change display picture,
name and status. They allow them search for users and share a list of contact and there are
sections dedicated to comments from friends and other users. To protect their privacy, they
have a control that allows users to choose who can view their profile, contact and add them
to their list of contacts.

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2.1.4. Examples of Social Network sites
There are varieties of social networks like 2go, WhatsApp Messenger, blackberry
Messenger, Facebook, and twitter for people to have access to.
2go is a Social Networking Site, chat, and instant messaging (IM) application. It enables users to
chat on their mobile phones free. You can meet users and 2go users as friends. Chat rooms on
different topics are opened where you can join in the discussion and socialize with others and also,
2go have gateways that enable users chat with friends on Gtalk, Mxit and Facebook. One of the
greatest points of 2go chat is its simplicity and lightweight, making it available to lots of low-end
phones. 2go runs on any java enabled phone, Nokia, LG, Samsung, and Sony Ericson. Blackberry
users can use 2go on their Pc as part of an experimental service by the company and with it, they
can chat anywhere and anytime of the day as they so please.
WhatsApp Messenger is a cross-platform of instant messaging subscription service for
Smartphone’s and selected feature phones that uses the internet for communication. In addition to
text messaging, users can send other images, video and audio media messages as well as their
location using integrated mapping features.
Blackberry Messengeris a propriety internet-based instant messenger application included on
blackberry device that allows messaging between blackberry users. It was developed by the
manufacturer of the blackberry research in motion (RIM); messages sent via blackberry messenger
are sent over the internet and use the blackberry pin system, so communication is only possible
between blackberry devices. Pinging allows you to connect to friends using a ping ID, something
akin to blackberry pin but easier to remember because you can pick it yourself. Once you’ve shared
your pin or found friends via email or twitter, you can send text, messages, photos, videos and
voice memos. Pretty much anything you might want to send to a friend can be sent using pin.
Messages are in real time over the data network and pushed to the recipient. Once a message is
sent, a little S or D and a tick with an R indicating the message has been sent and read. Ping chat
also packs group messaging and social profiles, which allows you to display a photo, status and
some information about yourself to confirm contacts and through these, one is connected to the
whole world.
Facebook allows anyone who claims to be at least 13 years old to become a registered user
of the website. Users must register before using the site, after which they may create a personal
profile, add other users as friends, exchange messages, and receive automatic notifications when

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they update their profile (Roblyer 2010). Additionally, users may join common-interest user
groups, organized by workplace, school or college, or other characteristics, and categorize their
friends into lists such as "People from Work" or “Close Friends" (Rapacki, 2007).
Twitter is an online social networking service that enables its users to send and read text based
posts of up to 140 characters known as “tweets. Users can also follow the updates of friends they
“follow,” send them direct messages, reply publicly to friends, or just post questions or comments
as their current status (Sorav, 2010). In many ways this social network site (twitter) continually
provides social network for people at all ages. Twitter as a social network plays a role in
communication throughout the world in the sense providing online services to share information
with others and connect with them by creating a profile that may include a personal web page and
a blog. It has been argued by (Jonah 2013) that twitter affects behavior by causing psychological
disorder via addiction to the access of the social network. Also twitter affects behavior because the
network is open to all (Jaclyn 2011).
2.1.5. Social Networking Sites and modern communication:
Communication has been defined as the transmission of a message from the source to a receiver.
According to Lasswell (1948), communication is an answer to these questions: Who says what?,
through which channel?, to whom?, and with what effect? This description of communication from
Lasswell exposes the process of communication as it must pass from the sender to the receiver
through the chosen channel and feedback received to ensure that the message was well taken. This
follows that unless there is a feedback, communication cannot be said to have been effective and
uninterrupted. Modern communication can be said to be that message transmitted through a
modern or trendy communication tool or media from the sender to the receiver.
The need for very effective and efficient ways of handling modern communication is very
important, as communication remains the major sustenance of world existence. Invariably, without
good communication, the world would be a difficult place to live in (Raji & Abdulkareem 2009).
Networking is referred as the connection of two or more computers to communicate with one
another that is when millions of computers in different locations around the world are connected
together to allow users send and receive messages to one another (Olawepo & Oyedepo 2008).
Social networking is an online service platform that focuses on building and reflecting of social
relations among people, who for example, share interest, and/or activities. A social network service

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consists of a representation of each user (often a profile), his/her social links, and a variety of
additional services (Gajala 2007). New Media Consortium (2008), current social networking
systems like Facebook, MySpace, etc, are attempts to help people define themselves in ways that
provide some of those contexts, but available information about friends of friends is still superficial
and still related to personal interests than professional work. Therefore, subscribers to social
networking sites simply open to web browsers, and are able to edict group documents, hold online
meetings, swap information and data without even leaving their desks.
Most social networking sites are web-based and provide means for users to interact over the
internet, such as e-mail and instant messaging. Online community services are sometimes
considered as a social network service, though in a broader sense, social networking sites usually
mean an individual centered service whereas online community service are group centered. Social
networking sites allow users to share ideas, activities, events and interest within their individual
networks. The major types of social networking services are those that contain category places
(former school year or classmates, means to connect with friends (usually with self-description
pages, and a recommendation system linked to trust. Popular methods now combine many of these,
with Facebook and Twitter widely used world-wide. There have been attempts to standardize these
services in order to avoid duplication of entries of friends and interest. Golder, Wilkinson, and
Huberman (2007), Social networking sites also provide rich sources of naturalistic behavioral data,
profile and linkage data from these sites can be gathered either through automated collection
techniques or through data sets provided directly from the company, enabling network analysis
researchers to explore large-scale patterns of friendship, usage, and other visible indicators, and
continuing an analysis trend that started with examination of blogs and other websites. Onasanya,
et al (2012), conducted a study on mobile phone and adult education in Nigeria, and discovered
that the use of mobile phones has not been fully incorporated into adult education programmes in
Nigeria. They recommend that policy-makers and education curriculum planners in Nigeria should
incorporate into adult education curriculum the use of mobile phones, an innovation which has
made the 21st century unique.
2.1.6. Social Networks in the workplace
The social networking site, Facebook, gained over 100 million users in the United States from
2009 to 2010: a 145% growth rate within a year (as cited in McCorvey, 2010). Thus, many

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corporations are increasingly experimenting with the use of social networks to improve business
operations (as cited in Swartz, 2008). Business use of social media doubled from 11% to
22% between 2008 and 2009 (Sarrel, 2010). Many employees in the workforce now use social
networks to attract clients, develop relationship with business partners, and display their expertise
(Sarrel, 2010). When considering a social network for the workplace, common social networking
strategies include assessing the needs of the business, the goal of the social network site, and the
target audience (Mc Corvey, 2010). A social network has to deliver business value for it to be
considered effective for any organization. It must also protect employee and company privacy and
be a tool used to enable employees to work more efficiently (Caloisi, 2008).
2.1.7. Enterprise Social Networks
Enterprise social networks (ESN), also called corporate, private, or internal social networks, are
those developed with the primary aim of promoting collaborations across hierarchical and
geographical structures within an organization. These could be assets in times of a slumping
economy and as the work force becomes geographically diverse with increasing travel costs
(Swartz, 2008).
2.1.8. Benefits of Enterprise Social Networks
Enterprise social networking websites provide support for informal networks that are crucial to
collaboration among employees with different skill sets in knowledge-intensive industries. This
trend recognizes that effective collaboration mostly occurs through informal networks of
relationships acquired by high-end knowledge workers rather than formal reporting hierarchy
(Cross, Borgatti, & Parker, 2002). Enterprise social networking sites promote a worker’s visibility
and make it possible for an open discussion without the encumbrances of office processes and
formal communication channels. One of the direct benefits of increased collaboration among
workers, due to enterprise social networking sites, is the management of knowledge
organizational-wide. For a learning organization, the management of knowledge and effective
transfer of skills through knowledge sharing is a very desirable attribute. Collaboration at work
results in the development of organizational citizenship behaviors, which is described as behaviors
that are not limited exclusively to performing what is required by the role, but promoting
discretionary and spontaneous behaviors, which in turn allows a continuous exchange among
acquisition, experimentation, and transfer of knowledge (Gravili, 2010). Enterprise social

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networking sites could be used to access and evaluate the impact of opinion leaders in a
communication or information network in order to effectively manage information that is essential
to organizational effectiveness. Opinion leaders could control the flow of formal and informal
information inside and outside the workplace and often provide solutions to complex issues that
are deemed satisfactory to most people. Domain-specific opinion leaders have been positively
correlated to general opinion leadership and management could support these individuals with
proper training and mentor positioning when seeking costeffective dissemination of knowledge to
promote organizational effectiveness (van der Merwe & van Heerden, 2009).The visibility enjoyed
by workers collaborating on enterprise social networking sites could also reduce the need to assert
supervisory, or job-focused, impression management behaviors. Studies have found that being
categorized as an out-group member in a formal or informal social network could
enhance one’s motivation to manage impressions in order to compensate for the out-group
classification (Barsness, Diekmann, & Seidel, 2005) Enterprise social networking websites could
be used as one of the tools to promote diversity and inclusion in an organization. It has been shown
that the likelihood of communication and networking across informal groups increases with
perceived similarities based on sex, race, or age (as cited in Cross, Borgatti, & Parker, 2002).
Social networking sites would serve well as a medium for universal linkage between individuals
working for an organization without regards to homophilous relationships.
By default, enterprise social networks tend to have more rigorous requirements for security,
authentication, and directory integration and could be paired with video conferencing, visual
communications (Caloisi, 2008), and other productivity tools. Enterprise social networks could
also provide a good alternative to corporate e-mails as an avenue to disseminate information and
ideas.
2.1.9. The impact of social network on business
The rise of social network means it’s unusual to find an organisation that does not reach its
customers and prospects through one social media platform or another. Companies see the
importance of using social media to connect with customers and build revenue.
Businesses have realised they can use social media to generate insights, stimulate demand, and
create targeted product offerings. This is important in traditional brick-and-motor businesses, and,
obviously, in the world of e-commerce.

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Many studies suggest implementing social networks within the workplace can strengthen
knowledge sharing. The result is to improve project management activities and enable the spread
of specialised knowledge. Fully implementing social technologies in the workplace removes
boundaries, eliminates silos, and can raise interaction and help create more highly skilled and
knowledgeable workers.
The flip side: Low number of social ‘shares’ can lead to negative social proof and destroy business
credibility
Interestingly, although the use of social sharing has become the norm rather than the exception in
business, some organisations, after experiencing first-hand some negative effects of social
network, have decided to go against the grain and remove the social sharing buttons from their
websites.
A case study of Taloon.com, an e-commerce retailer from Finland, found that conversions rose by
11.9% when they removed share buttons from their product pages.
These results highlight the double-edged nature of the impact of social network. When products
attract a lot of shares, it can reinforce sales. But when the reverse is true, customers begin to distrust
the product and the company. This is what Dr. Paul Marsden, psychologist and author of ‘The
Social Commerce Handbook’, referred to as ‘social proof’
2.1.10. The effects of social network on the world of work
Social network has had a profound effect on recruitment and hiring. 19 percent of hiring managers
make their hiring decisions based on information found on social network. According
to CareerBuilder's 2016 social network recruitment survey, 60 percent of employers use social
networking sites to research job candidates.
Professional social networks such as LinkedIn are important social network platforms for anyone
looking to stand out in their profession. They allow people to create and market a personal brand.

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2.1.11. The impact of social network on Training and Development
Job candidates who develop skills on the latest and most advanced social network techniques are
far more employable.
A 2013 survey by Pearson Learning Solutions reported a significant increase in the use of social
network in learning. Over half the educators who were interviewed agreed that social sharing
encourages interaction, providing an environment that fosters learning.
Blogs, wikis, LinkedIn, Twitter, Facebook, and podcasts are now common tools for learning in
many educational institutions. Social network has contributed to the increase in long-distance
online learning.
Despite issues of lack of privacy and some instances of cheating among long-distance learners,
this has not deterred social platforms from being used in education too.
2.1.12. The moral challenges of social networking
Social networking has been blamed for promoting social ills such as:
a. Cyber bullying
Teenagers have a need to fit in, to be popular and to outdo others. This process was challenging
long before the advent of social network. Add Facebook, Twitter, Snapchat and Instagram into the
mix and you suddenly have teenagers being subjected feeling pressure to grow up too fast in an
online world.
Michael Hamm, a researcher from the University of Alberta conducted a study that showed the
effects of social network on bullying. 23% of teens report being targeted and 15 percent said they
had bullied someone on social network. Teenagers can misuse social network platforms to spread
rumours, share videos aimed at destroying reputations and to blackmail others.
b. Lack of privacy
Stalking, identity theft, personal attacks, and misuse of information are some of the threats faced
by the users of social network. Most of the time, the users themselves are to blame as they end up

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sharing content that should not be in the public eye. The confusion arises from a lack of
understanding of how the private and public elements of an online profile actually work.
Unfortunately, by the time private content is deleted, it is usually too late and can cause problems
in people’s personal and professional lives.
2.1.13. The impact of social network on personal relationships
One of the effects of social network is encouraging people to form and cherish artificial bonds
over actual friendships. The term ‘friend’ as used on social network lacks the intimacy identified
with conventional friendships, where people actually know each other, want to talk to each other,
have an intimate bond and frequently interact face to face.
The bottom line
It’s been said that information is power. Without a means of distributing information, people
cannot harness the power. One positive impact of social network is in the distribution of
information in today’s world. Platforms such as Facebook, LinkedIn, Twitter and others have made
it possible to access information at the click of a button.
Research conducted by parse.ly shows that the life expectancy of a story posted on the web is 2.6
days, compared to 3.2 days when a story is shared on social network. That is a difference of 23%,
which is significant when you consider that billions of people use the internet daily.
This means that the longer the information is in circulation, the more discussion it generates and
the greater the impact of social network.
While the world would be a much slower place without social network, it has caused harm as well
as good. However, the positive impact of social network is astronomical (enormous) and far
surpasses the ills associated with sharing.
At the end of the day, sharing is about getting people to see and respond to content. As long as the
content is still relevant and the need for information still exists, it is always worthwhile for any
organisation using social network to keep publishing.

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Human interaction and collaboration usually takes place within groups. These groups are formed
around a shared relationship, goal or project. Groups require the ability to interact with other
groups to share their knowledge and expertise in order for the group to be successful and
innovative. The advent of computer networks and the Internet has made it possible for group
interaction to take place regardless of geographic location or time zone, and the incorporation of
Web technologies has made this interaction and cooperation more fluid, cost effective and easily
maintained.
The term widely used to describe the new form of Internet usage is We. Although interested parties
have not be able to reach an agreement regarding the definition of Web it can loosely be
defined as the perceived second generation of Web-based platforms. These platforms consist
out of applications specifically designed to aid online collaboration and user-generated
content sharing (Clearswift 2007a; Matuszak 2007; O’Reilly 2005).
2.1.15. Negative impact of social networking
Many organisations already utilise some form of electronic directory containing contact
information of staff, clients, suppliers and other role players, and it could be argued that
another directory is not necessary (Cairncross, 2001). These lists can either be maintained in
the Contacts application in Microsoft Outlook, or similar e-mail applications, or maintained as a
spreadsheet by a responsible staff member, and have to be continuously updated when contacts
move offices, change telephone numbers, e-mail addresses and employers; and some degree
of link rotting (when contact information are not up to date) may take place (Brown & Duguid
2000).
The new open directory services utilised by Social Networking allows people to gain access
to a large volume of information, which can then be used in a social engineering attack
(KasperskyLab 2008; Leitch & Warren 2006). Spammers and virus-writers can set upfalse
profiles and trawl through Social Networking Sites (including Blogs) gathering information
about job titles, phone numbers, e-mail addresses, etc. (MessageLabs 2007b).
Fake profiles, blogs and other networking tools, can contain links to other Websites that
download unwanted spyware or adware, or the posting itself can contain a flash file with an

24. 17
embedded virus or worm (ClearSwift 2007d, MessageLabs 2007b). The goal of the majority of
malware is to cause data leakage.
One of the biggest concerns regarding social networking platforms is that productivity will be
effected negatively because employees may spend too much time networking and posting
entries on blogs and wiki’s. There is also a risk that employees will utilise it for more social
purposes and not on work related postings (Ariyur 2008; ClearSwift 2007b; MessageLabs
2007b; Shirky 2008:121-120). This can have serious implications with regards to the capacity
and utilisation of servers and networks, with bandwidth being congested with multimedia
contents which are often not work related (ClearSwift 2007d, MessageLabs 2007b).
In typical organisations knowledge is usually managed by grouping knowledge workers
(knowers) into processes or lines of service, in which processes and requirements are
communicated downwards by management, thus providing clear lines of responsibility and
communication channels. In this hierarchical structure new employees need only one
connection, which is their manager, to obtain the relevant knowledge he will require to
perform his work, either through one-on-one communication, training programs, training
manuals, or procedure manuals (Benkler 2006:314; Cairncross 2001:133; Coase 1937; Shirky
2008:29). New knowledge is also produced within these closed, hierarchical groups (Tapscott &
Williams 2006:153).
In Social Networking applications knowledge is no longer created in controlled hierarchical
groups. User generated information created using collaboration tools, such as blogs and wiki’s,
allow anybody to add and edit content, including unanticipated players who are not subject
matter experts (Ariyur 2008; ClearSwift 2007b). This peer produced knowledge may not be as
reliable as procedures and manuals generated by specialist staff and communicated down the chain
of command. Vandalism and misinformation caused by employees can leave employers open
to legal action (under the principle of vicarious liability), whereby employers are responsible
for negligent acts or omissions by their employees in the course of their work, even if those
acts are accidental (ClearSwift 2007c).

25. 18
The ability to link, tag and social bookmark are some of the key features of Social
Networking making it easy to share, label, and find information. Many employers are
concerned about the potential loss of confidential information by an unguarded (or
malicious) comment or link created by an employee, which could then result in company
embarrassment, financial damage, legal liability or possible security risks (ClearSwift 2007b;
MessageLabs 2007b; NETconsent Limited 2004).
Damage to organisational reputation can also be caused by articles appearing in the press about
employees being dismissed by an organisation for inappropriate use of office resources (NET
consent Limited 2004). Staff posting negative comments about their organisation, clients and
colleagues online can become easy to find via an online search and may be available for an
unlimited time (ClearSwift 2007b; MessageLabs 2007a,b).
Another serious concern is the forum social tools create in which former and dissatisfied
customers can criticise and complain about the organisation creating a public image of the
organisation which are outside the organisation’s control (Shirky 2008:179).
2.2. Theoretical Framework
2.2.1. Diffusion of Innovation and Creativity Theory
Diffusion of innovation theory (DOI) developed by E. M Rogers in 1962, is one of the oldest social
science theories. It originated in communication to explain how over time an idea or product gains
momentum, and diffuses (spread) through a specific population or social system. Doing something
differently from what they had previously been. The key adoption is that the
person must perceive the idea, behavior or product as new or innovative. It is through this that
diffusion is possible. Diffusion is the process of spreading a given idea or practice over time, via
specifiable channels, through a social structure such as Neighborhoods (Katz et al, 1963).
According to Katz et al, the diffusion of innovations process records that for a new idea or
innovation to diffuse; there must be Awareness stage, Interest stage, Evaluation stage, and Trial
and adoption stage. However, Different types of innovations require different kinds of adoption
units; Bittner (1984) recognizes that the media can lead someone into getting aware of the
existence of an item. From there he gets interested in, makes attempt to evaluate it, and gives it a

26. 19
trial touch before making up his mind to acquire it. The diffusion of innovation theory by Rogers
(1983) was set to examine how new ideas are spread among people through media. It is a theory
that seeks to explain how, why and at what rate new ideas and technology spread through cultures.
Adoption of a new idea, behavior, or product does not happen simultaneously in a social system;
rather it is a process whereby some people are more apt to adopt the innovation than others. Everett
Rogers, a professor of rural sociology popularized the theory in his 1962 book; Diffusion of
innovation. The categories of adopters are; innovators, early adopters, early majority, late majority,
and laggards (Rogers, 1962). The change agent centers on the conditions which increases or
decreases the likelihood of adopting or rejecting a new idea. That is to say, they help the audience
in deciding on the best idea to adopt by influencing their option about a particular situation.
Goodhart et al (1975) and Barwise et al (1982) think that a great deal of media use is actually
habitual and unselective. It relates to the usefulness of the media and to what extent it can affect
man.
2.2.2. Uses and Gratification Theory
Uses and Gratifications Theory, also called Needs and Gratifications Theory is a model that
focuses on why people use certain media rather than on the content. Uses and Gratifications theory
was propounded by Elihu Katz, Jay Blumler and MicahelGurevitch in 1974
One of the codes of belief of the uses and gratifications theory is that audiences are active, and
they seek to find out the mass media that satisfy their gratifications. The Internet has enabled
audience to find and also have more options from which they are able to select the websites and
web pages that satisfy their specific needs. Uwem et.al (2013, Uses and Gratification of Social
Networking Websites among Youths in Uyo Nigeria) asserts that while using the new media,
people are actively combining several motives to fulfill their yearnings and aspirations, properly
referred to as gratifications. From a uses and gratifications perspective, social networking sites
have a wide range of information material, thus those who utilize their services and resources
should be able to satisfy a wide array of needs (Uwem et.al:2013).Uses and gratification approach
will enable the researcher to understand what gratification the students seek and whether that
gratification is obtained and what effects of the gratification obtained have on the user of the media
(Park et.al:2009).

27. 20
2.3. Empirical Review
The World Wide Web is altering human social interaction and the way the brain processes
information. Consequently, scholars dive into the potential of internet addiction and the internet’s
effect on other behavioral changes. There has been a lot of research work assessing whether
addiction to social networking services can influence performance of employees thus affecting the
Organizational output. Many scholars have done some work on the relationship between the use
of social networking sites and performance of students; and various researchers have tested social
media addiction with some samples.
However, Zahid, et al (2016) conducted a study to establish the effect of growing use of social
media sites on the academic performance of the students of universities and colleges. On the basis
of random sampling, 300 students were selected. A questionnaire was used as the instrument for
data collection. The questionnaires received from respondents were analyzed with descriptive
statistic. Results indicate that the effect of social media can be positive. In as much as this study
will enable us to understand the positive values of the increased usage of social media sites on the
performance of students, in this work we shall be exploiting the positive impacts of social network
services on the output of an organization.
According to Tamayo & dela Cruz (2014) in The Relationship of social media with the academic
performance of Bachelor of Science in Information Technology students at Centro Escolar
University Malolos. The study revealed that using Social Media impedes student’s learning and
directly affects the students’ attendance at school. The result of the analysis was plotted in a scatter
diagram to show a clear view of correlation or relationship between the variables. Social Media
and Academic Performance has effect to each other. It only means that when a student gets too
involve with the use of Social Media it affects his performance in class activities and overall
academic performance. This work contributes on widening our scope on the relationship existing
between social network services and the performance of students, but in this work we shall be
examining the relationship of social network services and organizational output.
According to Tamayo & dela Cruz (2014) in The Relationship of social media with the academic
performance of Bachelor of Science in Information Technology students at Centro Escolar
University Malolos. The study revealed that using Social Media impedes student’s learning and
directly affects the students’ attendance at school. The result of the analysis was plotted in a scatter

28. 21
diagram to show a clear view of correlation or relationship between the variables. Social Media
and Academic Performance has effect to each other. It only means that when a student gets too
involve with the use of Social Media it affects his performance in class activities and overall
academic performance. This work contributes on widening our scope on the relationship existing
between social network services and the performance of students, but in this work we shall be
examining the relationship of social network services and organizational output.
Khans in 2012 explored the impact of social networking websites on students. A research
questionnaire was designed to determine the factors of social networking websites that have impact
on students. Variables identified are age, gender, education, social influence and academic
performance. The result of the study shows that Respondents whose Age ranges between 15 to 25
mostly use social networking website, an individual whose age is between15 to 25 generally uses
social networking websites for entertainment while Gender analysis shows that male mostly uses
social networking websites.
Ajewole et al examined the addiction to social networking sites among Nigerian Youths using
eight higher institutions in Oyo State. It was shown that majority of Nigerian students show a
tendency towards addiction to social network sites. The study then recommends based on the
findings that more time should be spent on face to face interaction rather than online
communication, to sustain close physical interpersonal relationships.
Sofela, T. (2012) studied the effect of social media on students. (A paper presented in Craft
Magazine October 23 2012),the study examined the positive effect of social networking sites on
youths. The findings are that there are positive as well as negative impacts of SNSs. The study
failed to throw light on the negative influence of social media on the academic performance of
students. Seyi, O. (2012), Social Media and Nigeria Youth Burden.(A paper presented in Blue
Print Newspaper December 17 2012). This study stressed on the negative effect of giving too much
time and undue attention to online socialization to the detriment of academics. According to the
researcher, the 21st century brought with it the advent of the new media with its fast tracking
means of sending and receiving information via internet in our contemporary society, the new
media has gained popularity as its been used for entertainment, networking and academics.
The study noted that, the social media was given a boost as a result of ideas from youths. The study
criticized seriously the obsessive attitude of Nigeria youths towards social media and traced the

29. 22
incessant incidents of murder and gang-rapping of girls by guys whom they interact with through
social media. It gave an instance of a celebrated cases of gang-raping and killings in Nigeria as a
result of social network relationship, and suggests the need for more time to be channeled to
academics to prevent setback.

30. 23
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 CHAPTER OVERVIEW
Having defined the research topic in the introduction chapter and critically reviewed relevant and
authoritative studies of similar topics in the literature review chapter, researcher will now
proceed further to gather the required data as stipulated earlier. Knowing how to plan is the
fundamental step in any research projects since it is very essential to know the route through the
subject territory. As stated by Birley & Moreland (2014,p.28) “the mark of a competent
researcher is to be able to respond to the data and change direction should the need arise”. It is
imperative to note that for any research-based project, methodology plays a very vital role since
it can provide valuable assistance in identifying the right methods for collecting the primary and
secondary data on the research topic. Birley (2011), states that methodology is a collection of
agreed processes, methods and tools that are used in order to accomplish an objective.
3.2 RESEARCH PHILOSOPHY
Saunders (2015) defines research philosophy as a belief or guidelines that a researcher adopts to
gather analyze and use the data they obtain. Auguste Comte coined the term “Positivism”
which essentially signifies that all meaningful statements must be either logical inferences or
sense descriptions and accentuate on the quantitative methods. Another philosophy that has been
used widely for research is “Interpretivism” which is a qualitative research methodology that
relies more on the human participation like semi structured interviews. There are other research
philosophies like “Ontology” which is more concerned with nature of reality and
“Epistemology” which is about what constitutes acceptable knowledge in a field of study
(Saunders et al., 2012). In this research on social networking services and its influence on the
organizational output, Positivism and Interpretivism are used as two distinctive philosophies for
gathering and analyzing data which is discussed in detail later in this chapter.
The positivist and Interpretivist philosophy used by the researcher for this study combines both
the deductive and inductive methods as a mixed method approach. The researcher intends to
achieve the research objectives with the support of qualitative method of data collection through

31. 24
semi-structured interviews and the quantitative method of data collection through questionnaires.
The qualitative method of conducting semi-structured interviews can provide a good amount of
information since semi structured interviews can give the flexibility to the interviewer to
formulate questions according to the response from the interviewee and also identify patterns and
themes on which the researcher can build the arguments. Saunders (2012,p.137) further states
that “Interpretivism makes it necessary for the researcher to understand differences between
humans in our role as social actors and the term social actors attains quite a significance in
Interpretivism”. Gill & Johnson (2010) states about positivism that, one will prefer collecting
data about an observable reality and search for regularities and casual relationships in the data to
create law-like generalizations like those produced by scientists.
3.3 RESEARCH APPROACH
The research approach used by the researcher combines both the deductive and inductive
methods and approaches the research as mixed method with both the qualitative as well as the
quantitative part maintained. Walliman (2011,p.12) supports the mixed method approach and he
goes on to state that “when researching the human behaviors and attitudes, a combination of
both the qualitative and quantitative data is needed”. Ketoki & Mantere (2010) states that,
deductive reasoning occurs when the conclusion is derived logically from a set of premises, the
conclusion being true when all the premises are true. Ketoki & Mantere further argues that in
inductive reasoning, there is a gap in the logic argument between the conclusion and the
premises observed, the conclusion being ‘judged’ to be supported by the observations made.
Using the data collected through both the qualitative and quantitative means will stand in good
stead to satisfy the inductive approach. Collins (2010) sates that with an emphasis on qualitative
data, an inductive approach will enable the researcher to identify a theory, based on data that has
been obtained. Similarly, Luton (2010,p.34) also stress that “one of the most basic ways to learn
about something, is to talk to someone who has knowledge about it, or is involved in it”. As a
result of these aforementioned assertions, it can be safely assumed that making use of the small
to medium sized samples as against the larger samples could enable the researcher to have an in
depth look at events happening in real time.

32. 25
3.4 HISTORICAL BACKGROUND OF MBENGWI COUNCIL
At first it was the Bamenda Widikum Council and was later on separated into five different
councils found in Momo thus; Batibo, Widikum, Andek, Njikwa and Mbengwi councils in 1975.
Since then about eight mayors have in power. As of now,there are 45 workers. The council
provides jobs for students during holidays for the period of one month. The management of waste
is done, the embellishment of the town (planting of ornamental trees in town, lighting of the town
during the end of year. The Mbengwi Council was an up shoot from the councils that made up the
Bamenda division. There were three councils that made up the Bamenda Division and these
include Bamenda, Bali and Ndop. The councils under Bamenda Division included Wum, Nkambe
and all the councils in today’s Momo Division.
In 1949, Wum and Nkambe councils split from Bamenda Council and in the year 1954, the
councils in Momo amongst which is Mbengwi split from Bamenda with the title South Western
Federation. The areas that made up thie new council were Ngemba now Bamenda II, Santa,
Batibo, Andek, Njikwa and Mbengwi. On the 29th June 1977, the Mbengwi Rural Council was
created with headquarters in Mbengwi.
In the year 1961, Bamenda II and Santa councils split with the title Ngemba council while
Mbengwi council was among the councils which made up Widikum council. The others in the
Widikum council included Batibo, Widikum, Andek and Njikwa clans all councils in today Momo
Division. The population of the municipality is made up of two main ethnic groups, that is; the
Mettas and the Fulanis. However, being a divisional headquarters makes Mbengwi a host to
different ethnic groups of the country with no exceptions. Below is the organisational setup of
Mbengwi Council:

33. 26
LOCAL DEVELOPMENT
AFFAIRS
REPORTS ON PROJECT
EXECUTION OFFICE
VOTE HOLDER FINANCE OFFICE
RECEPTION / DESPATCH UNIT
MAYOR AND DEPUTIES
SECRETARY GENERAL
STORES ACCOUNTING
- GENERAL SUPPLY
- PROCUREMENT OFFICE
- ASSET MANAGEMENT
ECONOMIC AND
FINANCIAL SERVICE
COMMUNICATION AND PUBLIC
RELATIONS
CIVIL STATUS OFFICE
BUDGET CONTROL AND
FINANCIAL MATTERS
REVENUE/TAX BASE OFFICE
TOWN PLANNING
CONSTRUCTION, PERMIT
OFFICE, LAND SURVEY
MATTERS OFFICE
MORTUARY
ATTENDANTS
MUNICIPAL TREASURY
PRIVATE SECRETARIAT
MARKETS MASTERS
CASHIER
TREASURY CLERKS
sa
SECURITY
DRIVING POOL
CIVIL AND
ENVIRONMENTAL
PROTECTION
SOCIO CULTURAL
AFFAIRS
LIBRARY AND
EDUCATION
GENERAL LABOUR AND
REVENUE COLLECTORS
LOCAL SOLUTION TO
DEVELOPMENT PROBLEMS
ADAPTED FROM ORDER Nº 00136/A/MINATD/DCTD/ OF 24 AUGUST 2009 TO IMPLEMENT THE STANDARD LIST
OF COUNCIL JOBS
Figure 3.1: Mbengwi Council Organisational Structure 2021 (Source: Mbengwi Council Development Plan)

34. 27
3.5 PARTICIPANTS
The researcher is looking at obtaining the quantitative research data through circulating
questionnaires to a select mix the Mayor and his deputies, secretaries, treasurers and other
administrative staff as well as other employees of the case study organization; Mbengwi council.
The questionnaire is prepared in advance and pilot tested for its use worthiness and the changes
made are elaborated later on.
The questionnaires will be primarily focused on the office staff, secretariat, treasury, accounting
and other key departments and this can provide a heterogeneous feedback. The rationale of
choosing people from different departments is to get an assortment of opinions and this will help
provide diverse perspectives on social media influences. For the purpose of obtaining the
qualitative research data, the researcher is looking at conducting semi structured interviews with
various department heads, management staff, mayors and deputies.
The style of these interviews will have more of open-ended questions to induce the interviewee
elaborate his answers so that certain themes and patterns can be obtained and can have the
maximum inputs from the respondent. The details of the interview would be written down in order
to high light the key patterns and themes that come out of the interviews. The target audience for
the interviews would be from a population consisting of management, department heads, managers
and team leaders as mentioned earlier. Out of the total number of people that make up the total
population at the case study organization, significant number of office staff were competent
enough to comment on the social media influence.
There are two types of sampling techniques used, they are probability sampling and nonprobability
sampling (Saunders et al., 2012). Researcher has chosen non-probability sampling for
this study and has determined that purposive sampling (otherwise known as judgmental
sampling) is best suited in this case considering the constrains at work with regards to time and
job schedules. According to Saunders et al (2012,p.287) “with purposive sampling researcher
needs to use his judgment to select cases that will best enable him to the research questions and
meet the objectives”. This method was chosen since it involved a deliberate choice of
participants based on their experience, qualifications and expertise in the relevant field.

35. 28
The aforesaid procedures would enable the researcher to collect and compare the data collected
which can lead to common themes and patterns and build explanations relevant to the topic, aim
and objectives of the chosen project.
3.6 DATA COLLECTION AND ANALYSIS
Some of the notable means of obtaining the primary research data is questionnaires and the
interviews. The very reason to conduct the primary research in order to find something can be
futile without the collection of new information. Secondary research is done based on the already
available information such as summaries, existing findings, authoritative literature in the relevant
arena etc. and researcher proposes to use the company records, peer reviewed journals, books
and other articles published within the research topic. As reiterated by prominent authors like
(Thornton et al., 2013, p.8) the difference between these research is simple: the primary one
involves conducting new research, while the secondary one involves analyzing existing
researches.
As mentioned before, the questionnaires are pilot tested prior to distribution among the
participants which has enabled the researcher to identify any flaws and make amendments
accordingly and these are discussed in detail in the following chapter. A similar approach is
enacted for the interview questions as well and the interview session will be noted down in
details for identifying key patterns and themes. The collected data will allow the researcher to
summarize and structure the data and this critical element of data processing can enable
statistical correlations. Microsoft Excel is used as the tool for the analysis of the data collected
through the quantitative and qualitative means which are questionnaires and semi structured
interviews respectively. The quantitative inputs are marked through Likert scale and the
qualitative inputs are converted in to analytical form and represented in graphs and charts. As
mentioned before, key words and common themes are identified from interviews as an inductive
method and these findings will be analyzed to draw parallel with the research objectives and
findings can be derived from analyzing the factors. Findings can be represented quantitatively by
converting them as formulated data in charts and graphs and also classify them in to key themes
and present them as findings.

36. 29
3.6.1 REASON FOR CHOOSING QUESTIONAIRES AND INTERVIEWS FOR DATA
COLECTION
The different methods which the researchers have chosen are appropriate for each circumstance.
The questionnaire method which is the main method, by which the data was gathered, was chosen
because of many obvious reasons.
Firstly, the questionnaire method is very familiar to most people. Nearly everyone has some
experience completing questionnaires and they generally do not make people apprehensive. They
are less intrusive than telephone or face-to-face surveys. When respondents receive a questionnaire
in the mail, they are free to complete it on their own time and convenience.
With the use of questionnaire like that used by the researchers, it reduces interview bias because
there is uniformity in the questions presented. Unlike in the case of interviews, there are no verbal
or visual clues to influence a respondent to answer in a particular way. Many researchers have
reported that the interviewer’s voice intonation and mannerism can bias responses.
Even though the interviewer method has its disadvantages; it was still used by the researchers
though to a lesser extent. The reason why the interview method was used in gathering data for this
research is that in the course of trying to get information from some of the top management staff,
they will rather submit themselves to an interview rather than the questionnaire which they will
not like to fill. The interviewee also expected that the researchers should be more explicit in the
exact information which was needed.
The observation method was chosen because it obtains first-hand information, things are seen the
way they really are. It helped the researchers to have information on situation-based behaviours.
Such information cannot be obtained through any other procedure. The observation method also
helps to watch and describe behaviour the way it occurs in the natural setting.
The researchers applied these methods in gathering data for this study because they were
appropriate for different circumstances.

37. 30
3.7 INSTRUMENTS USED FOR DATA COLLECTION
When carrying out the research, we used various means which are includes some of the notable
means of obtaining the primary research data such as questionnaires and the
interviews. Secondary research is done based on the already available information such as
summaries, existing findings, authoritative literature in the relevant field or documentary sources.
3.7.1 DOCUMENTARY SOURCES
These are sources that assisted us to gather written information. This was done with the help of
textbooks obtained from the H.T.T.T.C Bambili projects of past students, and related articles.
These sources could not furnish us with enough information to carry out successful research. For
this reason, we also used other theoretical and practical facts. This enabled us to go to the field to
gather valid and practical information.
3.7.2 INTERVIEW
Interview is a type of oral discussion or communication and interrogation involving at least two
persons with instantaneous feedback. It can also be referred to a meeting during which somebody
is asked a series of questions to get his or her views on a phenomenon. In carrying out a research,
some people’s views cannot be got through a questionnaire; it could either be because of the level
of education, the difficulty in getting the person to fill the questionnaire and many other reasons.
An interview is therefore an important means of data collection because you will also get the
persons gestures and expressions which go a long way in making the information sure. In
gathering data for this research, the researchers had to interview some people rather than
administer the questionnaire to them. Some of these people are those who are hard to pin down to
fill the questionnaire like the top management staff.
3.7.3 OBSERVATION
Nworgu (2003) on his own part thinks that observation involves watching people, events,
situations or phenomena and obtaining first hand information relating to particular aspects of such
people, events, situations or phenomena. The major aim of observation is to see and describe

38. 31
human behaviour the way it is in nature. Collecting data on all situation-based aspect of human
behaviour demand an observational approach.
According to Facocett (2004); observation is “perspective watching, an informal way of looking
that raises awareness and sharpens understanding”. He goes further to precise that observation is
essential for any researcher to have a good research. To him it is therefore the key to discover
human beings in general and what they do.
There are two major types of observation: participant observation and non-participant observation.
With this in mind, we visited Mbengwi Council and other places to observe how work was carried
out in the midst of social networks.
3.8 QUESTIONNAIRES
Barr defines a questionnaire as “a formulated series of questions specially use for statistical study.”
This implies that a questionnaire embodies a series of questions relating to a particular topic aiming
at gathering information to solve a problem.
It is therefore a linking printed matter used to procure data from concerned persons in order to
realise a project or solve a given problem.
The Oxford Advanced Learner’s Dictionary 7th edition defines questionnaire as “a written list of
questions that are answered by a number of people so that information can be collected from the
answers.” The questionnaire has been the main tool used for the collection of data for this study.
It is used as a tool of investigation when a researcher feels that the respondents will be bold to give
adequate information face-to-face. It is thus aimed at giving the opportunity to a large population
of the respondents to freely air their views or opinions in relation to a pertinent problem under
investigation.
The questionnaire we designed was made up of open, closed and multiple choice questions.
3.8.1 ELABORATION OF THE QUESTIONNAIRE
During the designing of the questionnaires, questions were asked under three categories as follows:
 Closed questions: These are questions which necessitate the respondents to respond with
“Yes” or “No”. For instance “Do you use any social network service?  Yes  No

39. 32
 Multiple choice questions: Here the respondent makes his choice by ticking the
appropriate answer from the list provided. e.g. “Which of the following services do you
use daily?  FaceBook  Whatsapp LinkedIn Instagram  Snapchat  Messenger
 Viber  Imo  Others (specify) ______________________________
 Open questions: The respondent freely expresses himself by writing what he thinks can
be done. E.g. “What impact does the use of social networks have on the output of your
organisation? ______________________________________________________
3.8.2 DISTRIBUTION OF QUESTIONNAIRES
After preparing the questionnaires, they were distributed to the manager and workers of Mbengwi
Council in particular and other places around Mbengwi and Bamenda such as Express Union
Mbengwi, God’s Time Enterprise Mbengwi, Litccul Mile 2 Bamenda. Forty (40) questionnaires
were distributed to both administrators (managers/heads of organisations) and workers as can be
seen on the table below:
Table 3.1: Distribution of questionnaires
Respondents Nº distributed Relative value
Managers/Administrators 10 25
Secretaries/Workers 30 75
Total 40 100
3.8.3 COLLECTION OF QUESTIONNAIRES
Gathering the questionnaire distributed, we discovered that not all the respondents answered the
questionnaires. Out of the 40 questionnaires distributed to the administrators, secretaries and other
workers of the different organisations, we were able to collect 30 with the rate of collection
calculated by:
𝐓𝐨𝐭𝐚𝐥𝐧𝐮𝐦𝐛𝐞𝐫𝐑𝐞𝐜𝐞𝐢𝐯𝐞𝐝
𝐓𝐨𝐭𝐚𝐥𝐧𝐮𝐦𝐛𝐞𝐫𝐆𝐢𝐯𝐞𝐧𝐨𝐮𝐭
𝐱
𝟏𝟎𝟎
𝟏
= 𝐏𝐞𝐫𝐜𝐞𝐧𝐭𝐚𝐠𝐞𝐑𝐞𝐜𝐞𝐢𝐯𝐞𝐝 (3.1)
The result is as shown on the table below:

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Table 3.2: Collection of questionnaires
Respondents Nº Given out Nº Received Percentage
Managers/Administrators 10 6 60
Secretaries/Workers 30 24 80
Total 40 30 75
3.9 VALIDITY AND RELIABILITY OF THE INSTRUMENT
The importance of any research study is to be assured by its reliability and validity. Reliability is
the consistency in arriving at the same result when the study is repeated. It is how accurately the
data was collected and where it was collected in an established fact. Reliability is used to determine
the quality of any research study.
Veal defines validity as “how well the data collected expresses the phenomenon that is being
studied.” Respondents must understand the question in the same way as the researcher has
intended and are free to answer questions raised adequately and the questions of the survey need
to be formed so that they support the research question. Veal also pointed out the problem of
unwillingness on the part of the respondent to answer questions truthfully. (Veal 2006, 231-235)
On the other hand validity usually refers to the extent to which an account can be said to accurately
represent the social phenomena. It is the extent at which a particular test measures what it is
supposed to measure. In this research, interview questions were made according to the topic and
the interviewees were chosen randomly. At the end of the findings, the questions that were raised
at the beginning of this research study were answered. Therefore, the information provided in this
research study is credible and can be trusted.
3.10 ETHICS
The researcher states that all the candidates participating in this research study is participating
voluntarily and there has never been any compulsion. Their approval on the same has been
obtained on a Participant Consent Form along with a Participant Information Sheet which

41. 34
informs the participants on all the significant details of the research study. An undertaking will
be given to all the participants on the confidentiality of the information and protect their
anonymity. The researcher’s contact details would be shared in case participants want to
withdraw from this research
3.11 PROBLEMS ENCOUNTERED
We cannot say that we never encountered problems during the research. Some of these difficulties
include:-
 Time constraint was one of the major problems we faced as research facts were gathered during
the period for teaching practice so it was not easy managing the two at once.
 The fact that the two candidates were sent to different practising schools (Chomba and
Bamendankwe) also made research work difficult as it was not always easy for us to reconcile
our timetables and meet together.
 Some of the managers were afraid to give the right information due to the fact that their
business secrets may be exposed to other organisations and even to the public especially with
the social crisis in Cameroon.
 The fact that we were not known by any one in some of the establishments where we went to,
was a big setback, some individuals did not want to give us the required information.
 Some respondents did not take the work seriously as some of them misplaced the
questionnaires while others forgot theirs. We had to look for extra copies to give to them again
and reschedule a date for collection.
 Another problem was that all the respondents did not hand in their questionnaires on the agreed
date as some of them were hardly on seat.
 Workers on their own part were scared of answering the questionnaires for fear of disclosing
certain information that could make them lose their job.

42. 35
After examining the tools used in collecting data, and with the collection of questionnaire which
is the foundation of the next chapter, we move on to chapter four for an in-depth analysis and
interpretation of results of findings.

43. 36
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