Effect of social media advertising on tax administration by the Kenya Revenue Authority
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Date
2018-10
Authors
Mutulu, Kioko Ivy
Journal Title
Journal ISSN
Volume Title
Publisher
KESRA/JKUAT - Unpublished research project
Abstract
Digital advertising is constantly advancing with respect to the changes in technology. Social media is one type of digital advertising and organizations have embraced these social media technologies for external communications and interaction with general public. Governments and revenue bodies have not been left behind as reported by the OECD in 2011. There is, however, little information documented regarding the use of social media advertising by revenue bodies in tax administration in Kenya. This research therefore sought to fill this gap by studying the effect of social media advertising in tax administration by Kenya Revenue Authority. The study was guided by the following questions: Does Facebook advertising have an effect on tax administration by the Kenya Revenue Authority?, Does Twitter advertising have an effect on tax administration by the Kenya Revenue Authority? And does YouTube advertising have an effect on tax administration by the Kenya Revenue Authority? The population of this study was 127 officers including itax (customer service) and marketing team from the KRA southern region, Forodha House in Mombasa town, with a sample size of 39 individuals. The pilot sample for this study constituted four individuals calculated from the sample size. The data collection instruments included questionnaires. Data collected was analysed using descriptive statistics techniques, using the SPSS version 23 software. The data analysed was presented in the form of tables, bar charts and pie charts. The findings established that there existed a positive correlation between Facebook, Twitter and YouTube advertising and administration of tax, with the coefficient of correlation being 0.652, 0.431, and 0.538 respectively. The study therefore recommended that the management should capitalize on Facebook technology to communicate with its customers on matters related tax return filling; twitter advertising as a platform to send short text messages on matters related to tax returns; and encourage the taxpayers to use YouTube platform to learn how to file tax returns.
Description
PROJ 336.2 KIO
Keywords
Tax Administration, Social Media Advertising