21/05/2026
Dexter Njuka writes …
Key Stakeholders' Perceptions of Social Media and Virtual Conferencing in Communicating Organisational Discourse During COVID-19 Pandemic: A Case Study of a Religious Organisation in Zambia.
I’m humbled to share that I’ve just obtained my PhD in Mass Communication 🎓
My study looked at how a religious organisation in Zambia reconfigured its communication systems when COVID-19 shut down face-to-face gatherings.
Traditionally reliant on in-person engagement, the Church turned to social media and virtual conferencing to keep the community connected and maintain organisational continuity.
What we found:
Digital platforms enhanced participation, inclusivity, and community engagement during disruption.
But challenges like digital inequality, generational gaps, poor infrastructure, and resistance to tech slowed things down.
Most importantly, communication effectiveness came down to message quality, interactivity, and perceived ease of use—not just how often you posted.
Grateful for the opportunity to document this shift and contribute to how organisations can communicate better in times of crisis.
About me:
Dexter A. Njuka, PhD in Mass Communication
MSc in Corporate Communication | BA in Journalism & Communication and Theology
Certified in Digital Marketing & Corporate Governance
Open to conversations, collaborations, and any questions about digital communication in organisations and faith-based contexts.