Sociodemographic Factors and Adoption of Social Media as a Management Tool by Managers and Administrators in Selected Non-Governmental Organizations in Kigali, Rwanda

Social media use has gained prominence in the public as well work environment a way of quickly and widely sharing information its crucial role management been elevated even more by covid-19 pandemic which severely limited human physical interaction. This study was carried out to explore sociodemographic factors adoption social tool among managers administrators selected Non-Governmental Organizations Kigali Rwanda. The focused on popular applications that can be namely, Facebook, Twitter, WhatsApp, video-conferencing applications, YouTube. employed descriptive cross-sectional design with an online survey questionnaire administered sample size 217 respondents purposively sampled from six NGOs Findings indicated overall quite high WhatsApp being most app. Several respondents’ characteristics such age, education job level showed statistically significant association particular applications. Findings, however, revealed no structured approach surveyed NGOs. concluded rate but huge disparity usage rates specific certain training appeared strong predictors adoption. recommended therefore, should determine support their business model provide comprehensive policies encourage employees adopt chosen managerial functions. policy makers also promote modifiable influence training.