The Role of Social Media in Enhancing Audience Engagement in Radio Programming: A Case Study of KNC Radio in Kabwe, Zambia

The shift from traditional to digital media has had a major impact on the development of media relations tactics. This study investigates the role of social media in enhancing audience engagement in radio programming, with a particular emphasis on how KNC Radio in Kabwe, Zambia, has navigated the evolving media environment. Theoretically anchored in Media Ecology, Uses and Gratifications, and Diffusion of Innovations frameworks, the study employs a mixed-methods research design utilizing a single case study approach, combining both quantitative and qualitative research methodologies. Data was gathered from 20 audience members through structured questionnaires and from 10 staff members through semi-structured interviews. Thematic and descriptive statistical analyses were applied to examine integration strategies, audience interaction patterns, and operational challenges.
The analysis of KNC Radio’s social media usage reveals that audience engagement is the primary operational theme, with platforms such as Facebook and WhatsApp facilitating interactive features such as shout-outs, polls, and real-time feedback. Overall, 65% of respondents expressed satisfaction with the station’s social media engagement. However, engagement remains uneven due to barriers including unengaging content, poor internet access, and a preference for traditional formats. A notable disconnect between social media followership and active participation was also identified, with only 20% of respondents engaging daily.
The study concludes that social media plays an increasingly vital role in contemporary radio broadcasting. At KNC Radio, social media has been integrated into programming to a moderate degree, creating possibilities for interactivity and audience responsiveness. However, the full potential of these platforms has not yet been achieved due to structural, technical, and resource-related constraints. In order to ensure sustainable digital engagement, the study ends with strategic recommendations for KNC Radio on how to successfully integrate digital tools while maintaining the advantages of traditional media.

Social Media Integration, Audience Engagement, Community Radio

1. Bonini, T. (2014). The new role of radio and its public in the age of social network sites. First Monday, 19(6). https://doi.org/10.5210/fm.v19i6.4311 [Google Scholar] [Crossref]

2. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa [Google Scholar] [Crossref]

3. Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/10.1016/j.intmar.2009.07.002 [Google Scholar] [Crossref]

4. Carpentier, N. (2011). Media and participation: A site of ideological-democratic struggle. Intellect. [Google Scholar] [Crossref]

5. Couldry, N. (2012). Media, society, world: Social theory and digital media practice. Polity. [Google Scholar] [Crossref]

6. Hermida, A. (2010). Twittering the news: The emergence of ambient journalism. Journalism Practice, 4(3), 297–308. https://doi.org/10.1080/17512781003640703 [Google Scholar] [Crossref]

7. Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. New York University Press. [Google Scholar] [Crossref]

8. Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523. https://doi.org/10.1086/268109 [Google Scholar] [Crossref]

9. Malthouse, E. C., Haefner, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280. https://doi.org/10.1016/j.intmar.2013.09.008 [Google Scholar] [Crossref]

10. Mambwe, E. (2013). The use of new media in journalism and news dissemination in Zambia: The case of the internet [Master’s dissertation, University of Zambia]. University of Zambia Research Repository. http://dspace.unza.zm/handle/123456789/8025 [Google Scholar] [Crossref]

11. Mambwe, E. (2019). Investigating the use and impact of social media in Zambian newsrooms between 2011-2013. International Journal of Multidisciplinary Research and Development, 6(4), 30-37. https://doi.org/10.5281/zenodo.2636081 [Google Scholar] [Crossref]

12. Manchishi, K., Pindayi, B., & Mambwe, E. (2023). Financial sustainability of social media-driven publications in Zambia: The practices, threats and opportunities at New Diggers and Kalemba. In T. Matsilele, S. Mpofu, & D. Moyo (Eds.), New journalism ecologies in East and Southern Africa (pp. 207–223). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-23625-9_12 [Google Scholar] [Crossref]

13. McLuhan, M. (1964). Understanding media: The extensions of man. McGraw-Hill. [Google Scholar] [Crossref]

14. Mudhai, O. F., Tettey, W. J., & Banda, F. (Eds.). (2009). African media and the digital public sphere. Palgrave Macmillan. https://doi.org/10.1057/9780230621756 [Google Scholar] [Crossref]

15. Mutsvairo, B., & Ragnedda, M. (Eds.). (2019). Mapping the digital divide in Africa: A mediated analysis. Amsterdam University Press. [Google Scholar] [Crossref]

16. Newman, N., Fletcher, R., Robertson, C. T., Eddy, K., & Nielsen, R. K. (2022). Reuters Institute digital news report 2022. Reuters Institute for the Study of Journalism. [Google Scholar] [Crossref]

17. Palfrey, J., & Gasser, U. (2008). Born digital: Understanding the first generation of digital natives. Basic Books. [Google Scholar] [Crossref]

18. Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544. https://doi.org/10.1007/s10488-013-0528-y [Google Scholar] [Crossref]

19. Rogers, E. M. (1962). Diffusion of innovations. Free Press. [Google Scholar] [Crossref]

20. Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551 [Google Scholar] [Crossref]

21. van Dijk, J. (2020). The digital divide. Polity. [Google Scholar] [Crossref]

22. Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE. [Google Scholar] [Crossref]

• Communication Strategies among Promoters During MATTA Fair 2025
• An Examination of Colleen Ballinger’s Experience in Social Media: Cancel Culture Chronicle
• Communication Patterns in Conflict Interactions in Premarital Couples Who Are in Abusive Relationships
• Social Media Use on Mental Health Outcomes among Adolescents and Young Adults in Port Harcourt City
• (Un)Successful Error Repairs in L2 Communication