Juma Kasadha

Dr. Juma Kasadha

City University of Hong Kong, Hong Kong, China
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Research Focus & Metrics

Academic Career Length

10Years (2017-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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MSMarko M. Skoric
Marko M. Skoric
NZNan Zhang
Nan Zhang
JKJuma Kasadha
Juma Kasadha
CTChun Hong Tse
Chun Hong Tse
JLJing Liu
Jing Liu
This study examines how different ways of presenting information about the ecological threats stemming from the use of disposable plastics may affect people’s willingness to reduce their use. To test our hypotheses, we used a 2 × 3 × 2 between-subjects experimental design, utilizing a sample of 1001 Hong Kong residents. The independent variables tested included: (a) message frame (gain vs. loss), (b) modality (text vs. image vs. infographic), and (c) information source (government vs. non-governmental organization). The findings demonstrate that the loss frame was more effective than the gain frame in persuading participants to reduce the use of disposable plastics. Furthermore, compared to image-based messages, text-based and infographic-based messages were more effective in promoting the reduction in the use of disposable plastics. For information sources, however, we found no main effect on behavioral intentions. However, this study still suggests an interaction effect of the loss frame and NGO source, as well as the interaction between text-based modality and government source, both leading to more positive outcomes. Furthermore, the study reveals that negative emotional responses mediate the effect of media frames on behavioral intentions. The findings offer useful insights for designing more effective communication campaigns aimed at curbing the use of disposable plastics.


21 December 2017 in The Electronic Journal of Information Systems in Developing Countries
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JKJuma Kasadha
Juma Kasadha

1 April 2020 in Social Media + Society
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JKJuma Kasadha
Juma Kasadha
This research examines the use of information and communication technologies (ICTs; social media) as a tool that fosters community building and reconciliation in post-conflict regions, in particular Northern Uganda. Using Twitter data collected over 27 months (12 June 2016–9 September 2018), we found that information technology (IT) increased social actors’ (Justice and Reconciliation Project [JRP]-Uganda) advocacy for transitional justice in post-conflict communities. Interview findings evidenced the effectiveness of using social media (SM) to connect post-conflict communities to share and discuss reconciliatory ideas. This study connotes that well-thought-out SM use by social actors to share information used in resolving conflict results in socio-political stability and harmonious coexistence.

26 January 2021 in Journal of Public Affairs
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JKJuma Kasadha
Juma Kasadha
RKRehema Kantono
Rehema Kantono

8 August 2019 in Journal of Public Affairs
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JKJuma Kasadha
Juma Kasadha
AAAdam A. Alli
Adam A. Alli
ABAisha Kasujja Basuuta
Aisha Kasujja Basuuta
AMAbdulhamid Mpoza
Abdulhamid Mpoza