The study showed that the Daily Nation newspaper was the most preferred source of news followed by social media. The study also revealed that a majority of the respondents verified other news sources with the Daily Nation. The study also found that a majority of the respondents found social media accounts to be very important. The study also shown that a number of respondents get their news via mobile devices. The study also showed that the most preferred sources of user generated content to be blogs and entertainment as the number one reason having s social media account. The study also found that the primary purpose for using the internet was for social media purposes. WhatsApp, Facebook and Twitter were most preferred social media platforms. The study found the Daily Nation Newspaper readers were mature audience that were also frequent users of other social media sites and rarely if at all visited the Daily Nation Facebook Page or website. The data was then collected checked for completeness and consistency, collated and entered into IBM SPSS Statistics 21.0 and analyse using a multiple linear regression model to establish the relationship between the independent and dependant variables. The questionnaire was administered through a combination of face-to-face interviews as well as self-administered questionnaires to the sample population located in the Nairobi Central Business District targeted as they bought their copy the Daily Nation from the Newspaper Vendors. The questionnaire was administered to a sample population of 362 Daily Nation readers derived using the Krejcie & Morgan (1970) formula. This study collected data using a structured questionnaire as its primary instrument. The study investigated three key areas, namely: social media Digital Media Consumption and Digital Advertising.Ī quantitative descriptive case study research design of the Daily Nation was used. The purpose of this study was to determine the effects of the Digital Age on the Newspaper Industry in Kenya.
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December 2022
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