Open Journal of Social Sciences, 2023, 11, 429-439

https://www.scirp.org/journal/jss
ISSN Online: 2327-5960
ISSN Print: 2327-5952

Measures to Enhance Use of Social Media

Platforms among SDA Churches in Rachuonyo
North Sub-County, Homa-Bay County, Kenya

Edward Odhiambo Omollo*, Regina Kinuthia, Martin Erixon Wamalwa

School of Social Sciences, Mount Kenya University, Thika, Kenya

How to cite this paper: Omollo, E. O., Abstract

Kinuthia, R., & Wamalwa, M. E. (2023).
Measures to Enhance Use of Social Media The use of social media platforms has increasingly become a major platform
Platforms among SDA Churches in Rachu- for communication in the contemporary society including in enhancing wor-
onyo North Sub-County, Homa-Bay Coun-
ship among Seventh Day Adventist (SDA) churches. However, not all church
ty, Kenya. Open Journal of Social Sciences,
11, 429-439. members have access to the technologies. For these technologies to serve eve-
https://doi.org/10.4236/jss.2023.119028 ryone equally, it is expected that all members should have the gadgets and
knowhow of using them. It is not documented which measures could be put
Received: May 4, 2023
in place to enhance worship in SDA churches especially in remote areas like
Accepted: September 19, 2023
Published: September 22, 2023 Rachuonyo North Sub-County, Homa-Bay County, Kenya. This study aimed
at proposing appropriate measures to enhance worship in SDA churches us-
Copyright © 2023 by author(s) and ing social media platforms in Rachuonyo North Sub-County, Homa Bay Coun-
Scientific Research Publishing Inc.
ty, Kenya. The researcher used descriptive research design to obtain data
This work is licensed under the Creative
Commons Attribution International from selected church members. The objective of the study was to assess the
License (CC BY 4.0). appropriate measures that would help enhance worship via social media
http://creativecommons.org/licenses/by/4.0/ platforms among SDA churches. Five SDA churches with a study population
Open Access
of 933 were randomly sampled. A sample of 200 respondents were issued with
questionnaires, 60 participated in focus group discussions, and 20 church
leaders were engaged in in-depth interviews resulting into a sample size of
280. Of the 200 questionnaires issued, 82% (n = 164) were received back, all
invited participants to in-depth interviews and focus group discussions were
present. Descriptive statistics were derived from quantitative data using SPSS
version 24 and presented in pie-charts and bar charts while qualitative data
were analyzed using thematic and content analysis. Organization of seminars,
invitation of experts, subsidy on data costs, and installation of solar panels
were identified as appropriate measures to enhance worship via social media
platforms. The study recommends the church to act on enlightening mem-
bers on use of social media platforms for worship through seminars, invita-
tion of experts and taking lead while scientific community should investigate

DOI: 10.4236/jss.2023.119028 Sep. 22, 2023 429 Open Journal of Social Sciences
E. O. Omollo et al.

effectiveness of the proposed measures in enhancing worship among SDA

churches.

Keywords
Online Evangelism, Social Media Platforms, Transformation of Worship,
SDA Church

1. Introduction
Since its inception in 1863, Seventh Day Adventist (SDA) church currently has
global membership of 21,912,161 (Seventh-day Adventist Church, 2022). There
has been evidenced the use of social media platforms in the church over time
(Bocala-Wiedemann, 2022; Matobobo & Bankole, 2021). These social media plat-
forms have been shown to contribute largely during worship through various
aspects like preaching and singing (Matobobo & Bankole, 2020; Williams-Smith
& McMillan, 2022). Examples include the use of social media platforms in Pol-
and and the UK, not only for religious purposes such as worship in SDA churches
but also to disseminate information that assisted members in becoming aware of
and reducing the transmission of COVID-19 (Kołodziejska, 2022b).
Several investigations have been carried out in Romania regarding the utiliza-
tion of social media by SDA pastors, and the findings indicate an increasing de-
mand and utilization of various platforms (Tudor & Herteliu, 2016). The SDA
has also adopted the utilization of social media platforms as a means of imple-
menting its companies for its establishments such as healthcare facilities, educa-
tional institutions, churches, food industries, and media centers (Halvorsen,
2021). With the emergence of COVID-19 pandemic, the use of social media
platforms to enhance worship in SDA churches has been also reported in
Ukraine (Balaklytskyi, 2021). The widespread use of social media platforms in
religious contexts around the world has proven to be extremely valuable in en-
suring uninterrupted worship, despite the challenges posed by COVID-19, thereby
emphasizing the importance and usefulness of such platforms (Kołodziejska,
2022a).
The use of social media platforms in worship has also been evidenced in the
context of Africa including university setting in Nigeria (Chukwudi et al., 2016)
among other settings. On the other hand, there are claims that the platforms
have not been fully utilized for worship in Nigeria among the SDA church set-
ting; hence there is need and potential room for inclusion and exploitation
(Amanze & Wogu, 2015). In addition to the above, there have been calls to en-
hance communication among SDA churches within Nigeria especially by leve-
raging digital platforms such as e-mails, websites and related social media plat-
forms (Onuwah, 2013).
SDA church leaders in Ghana, a neighboring country in West Africa, have
been urged to adopt social media platforms as a means of encouraging active

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 E. O. Omollo et al.

participation from congregants in church services and related events (Andor,

2016; Gyasi, 2020). However, this has not been without some criticism, as illu-
strated by a study conducted in Ghana which highlighted how certain traditio-
nalists have taken to social media to expose Christian pastors as fraudulent (Kal-
linen, 2019). This is the perspective of individuals who are not interested in
promoting Christianity, but rather in critiquing certain aspects of worship with-
in certain churches in Ghana through their use of social media.
The contribution of social media platforms has also been acknowledged in a
study on counseling of youths in churches in Malawi (Mkhutche, 2010). The de-
trimental effects of media on young people are often attributed to its usage, as
the same media can also provide benefits to youths (Mkhutche, 2010).
Eastern Africa has observed the usage of social media platforms to carry out
various church services within the SDA community. During the COVID-19 lock-
down in Uganda, social media platforms like Facebook and YouTube were uti-
lized to host various church programs (Mbivnjo et al., 2021). The research demon-
strated that church members were advised to conserve their internet data bun-
dles for use during significant church events. Additionally, they were prompted
to submit their tithes and offerings through mobile banking and money transfer
systems, underscoring the improved integration of social media platforms and
other internet-based technologies in conducting church activities.
In Tanzania, a study has revealed negative sides of using social media espe-
cially by the youths within SDA churches (Mlozi, 2018). The investigation indi-
cated that some young people might share details about infidelity and arrange
their weddings without parental involvement. Both studies demonstrate that uti-
lizing social media platforms in the church context has both favorable and un-
favorable consequences. Nevertheless, it remains unclear how church leaders
perceive these platforms in terms of worship.
A recent study conducted in Nairobi County, Kenya, among young people in
four SDA churches, revealed that they have widely adopted the utilization of so-
cial media platforms (Rwanda, 2018). Nonetheless, the study indicated that aside
from social interactions among young people, there is limited exploitation of
these platforms to generate income. Consequently, the report recommended that
the Ministry of Information and Communication Technology utilize social me-
dia platforms to provide entrepreneurial training to young people. Comparable
results were documented in a study analyzing the utilization of social media
platforms to market church-related services like schools, healthcare facilities,
and training institutes (Muchuki, 2017). The study findings have shown that the
social media platforms have transcended the use in worship to other aspects of
the church.
In Kisii County, a study showed that the use of a number of social media plat-
forms within the cyberspace by SDA churches helped conduct various church
related services (Nyakwara & Ichuloi, 2022). The services included discussing
church matters, preaching, sharing information, and publicizing church activi-

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E. O. Omollo et al.

ties to reach wider audience.

The use of social media platforms for worship has not gone without some
challenges (Nyakina et al., 2018). As an illustration, social media platforms have
undermined the long-held norms and modesty upheld in the church, as some
female churchgoers post partially nude images on these platforms to lure poten-
tial partners (Nyakina et al., 2018). This highlights the need to monitor the utili-
zation of social media platforms in the church context and establish regulations
to govern the extent to which church members can use these platforms. This is
particularly relevant when considering those designated for church purposes.
Considering the benefits of using social media platforms for enhancing wor-
ship in the church, this study assesses the measures that the church should put in
place in order to enhance worship among SDA churches in Rachuonyo North
Sub-County, Homa-Bay County, Kenya. To do so, the study uses both qualita-
tive and quantitative research techniques to assess the measures that the church
can use to enhance worship via social media platforms. The findings would help
the church to identify appropriate measures to enhance worship via the plat-
forms.

2. Methodology
2.1. Study Area
This study was conducted among five SDA churches in Rachuonyo North
Sub-County in Homa-Bay County located in Western Kenya (Figure 1). Major-
ity of the residents of Rachuonyo North Sub-County are members of SDA

Figure 1. Study area map showing the distribution of all main churches and the selected five study
SDA churches in Rachuonyo North Sub-County, Homa-Bay County, Kenya.

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 E. O. Omollo et al.

church. The first SDA church in Kenya was established in Gendia Mission Sta-
tion which is located within the study area. The required sample size for the
study was therefore obtainable for the SDA churches. The aim of the study was
to investigate the measures to enhance use of social media platforms among
SDA churches in Rachuonyo North Sub-County, Homa-Bay County, Kenya.

2.2. Research Design

The study used descriptive research design (Olsen & St George, 2004) to obtain
both qualitative and quantitative data for analysis. This was an appropriate de-
sign for conducting research since both independent and dependent variables
were already manifested in the population of the study. Subjects in the study,
who were the church members and leaders, were already available in the field
and the use of social media platforms in relaying church services has been evi-
denced among SDA churches (Nyakwara & Ichuloi, 2022).

2.3. Data Collection and Analysis

The five selected churches (Osodo, Nyaburi, Angong’a, Ndwara, and Achuth)
had a total population of 933 that was the study population. Out of this, 280 in-
dividuals were sampled for the study. Questionnaires were distributed to 40
members (10 male (above 35 years), 10 female (above 35 years), 10 male (below
35 years), and 10 female (below 35 years)) per church totaling to 200 question-
naires. On the other hand, 12 church group leaders (3 male (above 35 years), 3
female (above 35 years), 3 male (below 35 years), and 3 female (below 35 years))
per church were purposively sampled to participate in Focus Group Discussions.
Lastly, four church leaders (two pastors, first elder, and treasurer) were purpo-
sively selected for in-depth interviews per church.
Quantitative data obtained were analyzed using descriptive statistics and re-
sults presented in pie charts, bar graphs and tables. Qualitative data, on the other
hand, were analyzed thematically and presented in texts as quotations to corro-
borate the quantitative findings from questionnaires.

3. Results and Discussion

3.1. Response Rate
From the 200 questionnaires given out to the respondents, 82% (n = 164) were
received back fully filled questionnaires and analyzed in this study. In addition
to the 164 respondents in the questionnaires, there were also 20 participants en-
gaged in five in-depth interviews and 60 church group leaders participated in
five FGDs. The distribution of response rates per church is indicated in Table 1.
Mugenda and Mugenda (2003) suggest that a response rate of 50% is sufficient
for analysis and reporting, while a response rate of 60% is considered good and a
response rate of 70% or higher is considered very good. Hence, the response rate
for this study was classified as very good, as it reached 82% for questionnaires
and 100% for both in-depth interviews and FGDs.

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E. O. Omollo et al.

Table 1. Response rate per church for in-depth-interviews, focus group discussions, and
questionnaires.

Interview FGD Questionnaires

Church Issued Received Response
Angong’a 4 12 40 34 85.0%
Osodo 4 12 40 30 75.0%
Kanyamfwa 4 12 40 33 82.5%
Achuth 4 12 40 31 77.5%
Nyaburi 4 12 40 36 90.0%
Total 20 60 200 164 82.0%

3.2. Demographic Information

Out of the 164 respondents, 57.9% (n = 95) were female while 42.1% (n = 69)
were male. On the other hand, 44.5% (n = 73) were over 35 years old and the rest
55.5% (n = 91) were below the age of 35 years. In terms of education, majority of
the participants in the study had secondary education level 47.6% (n = 78), fol-
lowed by primary education 37.2% (n = 61), college 10.4% (n = 17), and the mi-
nority had university education 4.9% (n = 8). These statistics suggested that the
population was quite representative of typical church setting in the study area
and captured both genders as well as age brackets and education cadres ade-
quately.

3.3. Measures to Enhance Worship Using Social Media for

Worship
The participants in the study were also asked to suggest some of the possible
measures that could be used to mitigate the challenges that they faced in worship
using social media platforms. The results of their findings are shown in Figure 2.
As depicted in Figure 2, majority 57.9% (n = 95) of the respondents were of
the opinion that the church should hold more seminars in which to train church
members on the appropriate use of the social media platforms for worship. That
was followed by those who called for subsidization of data bundle costs 21.3% (n =
35). The researcher also sought opinion of the church leaders on the matter of
possible mitigation measures against the challenges being faced in the use of so-
cial media platforms for worship. A church leader stated “People should be sen-
sitized via seminars on the use of social media platforms. Efforts should also be
made to enhance network coverage in the region by service providers”. On the
other hand, another church leader suggested “When the price of data bundles is
lowered and power sources like solar panels installed then more people will be
able to follow worship and other activities online”.
When discussed by the church members during FGDs, a number of opinions
were put forward. For instance, a participant highlighted that “If the church can
afford to set up Wi-Fi so that when we are within the church premises we can

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 E. O. Omollo et al.

Figure 2. Measures to enhance worship via social media platforms.

access internet unabated. Otherwise, this bundle challenge is a big stumbling

block and so each one of us has just to dig deeper into their pockets to buy bun-
dles for anything they need online like training or meetings because this is ser-
vice to God”. Another participant saw it that “Here electricity is quite unreliable
especially during the rainy season. There can be power outage for even one
week. So to me I would prefer that we have some stable power source like big
solar panels installed in our church. This will help a great deal to have power in
the phones so that we can access online information. We will only be worrying
about bundles, that may also be resolved via church Wi-Fi”. Based on these, the
church members are calling upon the church to host a number of seminars in
which to train them on the right use of social media platforms for worship. Ad-
ditionally, the service providers in terms of data bundles, network coverage, and
electricity should also boost their coverage in the region for better online pres-
ence by the church members for worship.

3.4. Important Themes from Discussions

Based on the discussions the researcher had with the church leaders, important
thematic areas emerged including the theme of digital transformation, evangel-
ism and outreach, cultural exchange and understanding, and rural development.
These emerged from iterative analysis of the statements obtained from both

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E. O. Omollo et al.

church group leaders who participated in the focus group discussions and the
leaders engaged in the in-depth interviews. Here is a deeper exposition on each
of these themes.

3.4.1. Digital Transformation

It emerged from the textual discussions with the leaders that there is real need
for digital transformation. This means ensuring that the church membership
understand and embrace the new digital platforms in order to effectively use
them in spreading worship and other church related activities. This was shown
by a church leader who mentioned that “I think we need to ensure that all our
members are informed well about the technologies and guide them in embracing
the technologies so that worship can be enhanced through such approaches”
PI03. In addition to this, there was also a group leader who reiterated that there
is dire need for the youths to be guided on the positive side of using the social
media platforms for the benefit of worship enhancement and the church in gen-
eral. The leader said “Our youths need some help with how best they can use the
social media platforms to enhance worship and not engage in ungodly activities”
PF18. These statements support the need for informed digital transformation
that will ensure that the church is utilizing the social media platforms in a posi-
tive manner for the benefit of worship enhancement.

3.4.2. Evangelism and Outreach

Participants in the FGDs and in-depth interviews were also of the opinion that
enhancement of worship in the church can be achieved through evangelism and
outreach in which case they get to know better how to use the digital platforms
to boost worship. A scenario was given by a member that when seminars are
held and most of the activities are digitalized in social media platforms, evangel-
ism and outreach get enhanced. The participant said that “When we hold semi-
nars to enhance worship via social media platforms, many people follow and
even watch later the proceedings. This is helpful in realizing better evangelism
and outreach different to old days when if you miss a session, there is no chance
or retrieving it” PF13. It is therefore noteworthy that the church is calling upon
hosting of seminars as a way of enhancing worship and making both evangelism
and outreach more efficient and effective via social media platforms. The plat-
forms are therefore playing an important role in that regard. Via these seminars,
the church members not only learn more about God but also gain global con-
nections when digital platforms are used. For example, when a church session is
broadcasted live from Bangladesh, someone in Madagascar will be able to follow
the same provided they are tuned to the same channel or social media platform.

3.4.3. Cultural Exchange and Understanding

In order to enhance worship via social media platforms, it is important to ensure
that every church member is made aware of cultural differences across com-
munities so that when they are online, they get to know that there diverse un-
iverse of people on the platforms. They should also understand and appreciate

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 E. O. Omollo et al.

the differences and pitch their messages in a manner that do not negatively affect
other users of the platforms. A church leader stated that “There are so many dif-
ferent opinions that people post on social media platforms. Now, one must be
conscious enough of the diverging opinions embrace and appreciate them so
that there is minimal friction and enhancement of worship is attained” PI07.

3.4.4. Rural Development

The researchers also noted that there is clear theme of rural development in
terms of electricity and internet coverage needs. These emerged as important
ingredients in ensuring that worship via social media platforms is enhanced. For
the church members to use social media platforms effectively, they need to be
connected to good internet and network as well as have adequate power in their
digital gadgets. These normally come with growth in rural development hence
the theme. As noted by one of the participants, “We are located in very remote
parts of this country and some of the basic things like electricity and internet as
well as network coverage are still very poorly distributed. These rural areas there-
fore need to be opened up in terms of infrastructure in order to support the
church in embracing social media platforms for enhancement of worship” PI14.
This kind of statement is therefore calling for the development agenda by the
government and concerned institutions to ensure smooth running of worship
via social media platforms.
The need to realize enhancement of worship via social media platforms in the
SDA church is therefore pegged on a number of important themes. The items
that are stated from the questionnaires such as holding of seminars, installation
of electricity, reducing internet costs among others revolve around the key the-
matic areas such as digital transformation, evangelism and outreach, cultural
exchange and understanding, and rural development. By bringing the key
stakeholders on board such as the church and concerned ministries in the gov-
ernment, there could be better realization of enhanced use of social media plat-
forms to enhance worship in the SDA churches within the study area.

4. Conclusion
To enhance worship by using social media platforms, SDA church members
suggested that the church should hold seminars to sensitize them on the benefits
of using the social media platforms. They also mentioned that the church should
invite experts to train them on the appropriate use of the platforms. Further,
they called for service providers to enhance coverage like network and pow-
er/electricity. On the other hand, the researchers managed to extract important
themes from the discussions held with the church leaders which included digital
transformation, evangelism and outreach, cultural exchange and understanding,
and rural development. It would be important for further research to investigate
which of the proposed mitigation measures would enhance the use of the social
media platforms for worship among SDA churches in the study area and com-
parable settings.

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E. O. Omollo et al.

Conflicts of Interest
The authors declare no conflicts of interest regarding the publication of this pa-
per.

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