Strategic Social Media Use in Relation to Two Pastoral Outcomes in Eight Parishes of the Catholic Archdiocese of Nyeri

Abstract

Digital activity alone does not establish whether parish communication supports relationships across generations or community belonging. This study examined associations between parishioners’ personal social media engagement, perceived parish digital practices and two distinct outcomes: intergenerational ministry and community building. An explanatory sequential mixed-methods design combined structured questionnaires from 389 parishioners with interviews involving 34 clergy and lay informants and 14 focus groups involving 105 youth and older parishioners. Eight parishes were selected through a multistage design, with one parish from each deanery and urban, peri-urban and rural settings represented. Frequencies, percentages, means and standard deviations described responses. Two multiple linear regression models examined the outcome scores separately in the pooled survey sample; thematic analysis examined interviews and focus groups. The models accounted for 41.3% and 41.4% of variance in intergenerational ministry and community building scores, respectively. Strategic use had the largest reported standardised coefficient in each model (β = .486 and .532, respectively; p < .001). Church content interaction and perceived expression of Church life and values were also significant; general use frequency and digital confidence were not. Qualitative accounts emphasised communication continuity, shared generational responsibility and links between online participation and physical parish life. The findings inform a pastoral framework connecting purpose, reciprocal participation, accessible communication and accountable governance. Cross-sectional self-reports support associations rather than causal conclusions.