The Impact of’ Over The Top (Ott) Tax On Students’ Communication: A Case Study of Kampala International University

ABSTRACT The general purpose of the study was to determine the Impact of Over the top tax on students coirrnunication and the specific objectives were to examine students’ attitude towards OTT at KIL), to determine the social media platforms that the students are more exposed to in con munication at KIU and to determine the relationship between OTT and students’ con munication at KIU. The study used a survey research design and data was collected from 80 students of Kampala international University. The findings of the study revealed that students generally have a negative attitude towards OTT as it was found out that that intt~duction of Over the Top tax was not good for the country, OTT bills are not favorable for students, OTT generally hinders students’ communication, Over the top tax should be removed and that Top tax limits time spent on social media. The findings of the study also revealed that students at Kampala International University use various social media platforms. It was found oui that WhatsApp is the most commonly used, followed by Yo~tTube, Facebook messenger, lnstagram and Facebook App respectively. The findings of the study further revealed that there is a negative relationship between over the top tax and students’ communication. This implies that an increase in over the top tax reduces students’ coiimunication. The study recommended that the government should generally remove Over the Top tax as it hinders the student’s communication, the government should reduce on the over the top tax as respondents revealed that the bills are high for students, The government shuld ensure that it educates the students about the right time for using social media as research gave evidence that regardless of the taxes students use various social media platforms and that the government should reduce or generally remove OTT as there is a negative relationship between OTT and students’ communication.

TABLE OF CONTENTS

DECLARATION

APPROVAL ii

DEDICATION iii

ACKNOWLEDGEMENTS iv

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES

ACRONYMS ix

ABSTRACT

CHAPTER ONE

BACKGROUND TO THE STUDY

1.0 Introduction

1.1 Historical background 1

1,2 Statement of Problem 3

1.3 Objectives ofthe study 3

1.3.2 Specific Objectives 3

1 .4 Research Questions

1,5 Significance ofthe Study 4

1,6 Scope of Study

1,6.1 Subject Scope

1.6.2 Geographical Scope

1.6.3 Time scope

CHAPTER TWO 5

LITERATURE REVIEW 5

2.0 Introduction

2.1 Theoretical review

2.2. Conceptual Framework 6

2.3 Related Literature

2.3.1 Students’ attitude towarcis OTT’ 7

2.3.2 Social media platforms used by university students in Uganda 8

2.3.3 Relationship between OTT and students’ communication 10

CHAPTER THJ~E 12

METHODOLOGY AND ORGANIZATIONAL PROFILE 12

3.0 Introduction 12

3.1 Research Design 12

3.2 Population ofthe Study 12

v

3.3 Sampling Techniques and Sample Size .12

3.4 Data Collection Method 13

3.4.1 Primary Sources 13

3.4.2 Secondary Sources 13

3.4.3 Data Collection Instrutient 14

3.8 Reliability and Validity of the Instruments 15

3.9 Data Processing and Analysis 15

3.10 Ethical Considerations oi’the Study 15

3.11 Limitations ofthe study 16

CHAPTER FOUR 17

STUDY FINDINGS AND PRESENTATiON 17

4,0, INTRODUCTION 17

4,1 The Social Demographic Characteristics 17

4.1.1 The Age ofthe respondents 17

4.1.2 The Sex ofthe respondents 18

4.2 Students’ Attitude towards Over the Top tax 20

4.3: Social Media Platforms Used By Students 21

4.4: Relationship between OTT and Students’ Communication 22

CHAPTER FIVE 23

DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS 23

5.0 Introduction 23

5.1 Discussion ofthe Findings 23

5.1.1 Distribution of Responses on Students’ Attitude towards OTT 23

5,1,2: Social Media Platforms Used By Students 23

5.1.3: Relationship between OTT and Students’ Communication 24

5.2 Conclusions to the Study 24

5,2.1 Distribution of Responses on Students’ Attitude towards OTT 24

5.2.1 Social Media Platforms Used By Students 24

5.2.3 Relationship Between OTT and Students’ Communication 24

5.3 Recommendations 24

5.3.1 Distribution of Responses on Students’ Attitude towards OTT 24

5.2.2 Social Media Platforms Used By Students 25

5.2.3 Relationship between O’I]’ and Students’

References 26

APPENDICES 30

APPENDIX I: RESEARCH iNSTRUMENTS 30

APPENDIX 2: RESEARCH HUDcJET 33