THE ROLE OF SOCIAL MEDIA IN CRISIS COMMUNICATION, A STUDY OF WHATSAPP USERS IN MASS COMMUNICATION DEPARTMENT OF UNIVERSITY OF CROSS RIVER STATE

This research examined the role of WhatsApp in crisis communication within the Mass Communication Department of the University of Cross River State, Calabar. It aimed to evaluate the usage of WhatsApp in crisis communication strategies, identify challenges faced by the department, and explore how WhatsApp enhanced crisis communication outcomes. The study adopted the Uses and Gratifications Theory as its theoretical framework and employed a survey research design with stratified and convenience sampling techniques. Data analysis involved the use of frequency tables and simple percentages. The findings highlighted the pivotal role of WhatsApp in crisis communication within the Mass Communication Department, enabling swift and timely dissemination of information and leading to overall improvement. However, the study also identified obstacles, notably technical issues that hindered the effectiveness of crisis communication through WhatsApp. In summary, despite the challenges, WhatsApp significantly contributed to enhancing crisis communication by improving efficiency, outcomes, and fostering collaboration among students. Based on the findings, the study recommended that organisations invested in robust technical infrastructure to address identified challenges and ensured seamless communication during crises. Additionally, organisations should have developed and implemented data privacy and security protocols to address concerns raised by respondents regarding privacy and security issues related to WhatsApp usage in crisis situations. Integrating WhatsApp into crisis communication training programs for Mass Communication students was also recommended to enhance proficiency and leverage its contribution to efficiency, positive outcomes, and collaboration.