Abstract: Government of Rwanda is still facing the problem of negativist peoples who lives outside of the country are use social media for smash up the Rwanda image. The government institution like Ministry of Foreign Affairs, cooperation and East African community through its different Rwanda embassies are putting much effort on showing the truth of Rwanda image after Tutsi genocide of 1994. The general objective of this study is to examine the use of social networks in promoting Rwanda’s image. This research was adopted descriptive research design where descriptive statistics was applied to analyze data from questionnaires and other information of government official tweets. In line with this, the target population is 77 respondents. During this study, the research used the census method. Social networks have an overall correlation with Rwanda image of 0.743 which is strong and positive. This means that approximately 74.3% variations from promotion of Rwanda image are explained by the social networks variables at 5% level of significance. Therefore, this is a good indication of the true position of promoting Rwanda image explained by the usage of Twitter, Facebook, Youtube and Instagram. The rule of thumb said that, usually an R square of more than 50% is considered as better, this study show that R square is (0.743) implying that socio networks have impact on promoting the Rwanda image. The overall significance of the regression estimation model. It indicates that the model is significant in explaining the relationship between socio networks and promotion of Rwanda image at 5% level of significance. Analysis of Variance shows that f-calculated is greater that f – critical that is 6.301>0.01. Social networking being an appropriate tool to promote tourist destination, diplomacy,fitting genocide ideology, investment opportunities. Considering this research the social networks should be a clearest path to promote the country image.
Keywords: social media, government institution, promoting Rwanda’s image.
Title: THE USE OF SOCIAL NETWORKS IN PROMOTING RWANDA’S IMAGE: A CASE OF MINISTRY OF FOREIGN AFFAIRS, COOPERATION AND EAST AFRICAN COMMUNITY
Author: RUZINDANA RUGASA JEAN BAPTISTE, PROF. HELLEN MBERIA, DR. CAROLINE NABUZALE
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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