The Role of Social Media on Influence in Media Content Consumption Patterns. Case Study Kampala International University Students

Abstract

The research intended to investigate the role of social media in media content consumption pattern case study of Kampala International University students. The objective of study was to investigate the role of social media in determining content consumption patterns of KIU students. The research investigated the impacts of social media to KIU students and the types of social media KIU student’s access. The research methodology adapted to collect the information for analysis was both qualitative and quantitative method since one research methodology alone would not be sufficient to produce an authentic and balanced scientific report