Hermenegild, Hendry2023-03-312023-03-312022Hermenegild, H. (2022). Effective usage of social media for environmental awareness: a case of Rombo district council-Tanzania (Master dissertation). The University of Dodoma, Dodoma.http://hdl.handle.net/20.500.12661/3659Master`s dissertation (Information Systems)The environment is the fundamental for all living things, and land conservation is of greater apprehension for the sustainable economic development. To attain higher level of land conservation there should be greater effort in creating awareness to people on land degradation conservation. This study intended to model the usage of social media for land degradation awareness in reducing environmental squalor. In this study crossectional research design, mixed research approach and a sample of 92 respondents were included. Also, data were analyzed by using descriptive analysis and PLS-SEM. The usage of social media in creating land degradation awareness include: creating conversation through social media on air, water, and waste disposal as like as ozone layer depletion and protection, sharing materials with peers related to land degradation and conservation, posting or introducing various campaign regarding Urban Sprawl and economic/trade related activities, allotment of problem-solving skills on land harms, sharing land humiliation problems and solutions, making people aware about the economic importance of the plants in the form of ethno botanical and ethno medicinal importance, leverage peoples’ lifestyles and waste related problems on trends and breaking news and sending message to keep people aware on water deprivation and shortages, loss of biodiversity and waste management. Apart from that, the factors influencing the usage of social media in creating land degradation awareness at Rombo district involves: social media increase level of attention, reasoning, understanding and happiness when reading comments given by viewers on peoples altitude toward land, getting a lot of information including global warming and land degradation when using social media, having many friends attached through social media whom usually posts various matters including land conservation which create gratification, using social media simplifies interaction with others/many to share matters on peoples altitude on land conservation, social media provides an easy and efficient way to interact with pears and share education on various matters involving waste management, gaining much awareness on water shortage and food problems issues through interaction with mates on social media, social media usage is a part and parcel of life. Further, a modified SEM model of social media usage facilitating the land degradation awareness in Rombo district was developed. The model obtained in the present study will be applicable in Rombo district-Kilimanjaro region; further, the Government should design the mechanism to enhance the model on provision of knowledge about the land degradation using innovative social media. Also, internet cost should be reduced, and strengthening public campaign program in social media to improve public awareness by enhancing the factors for land degradation awareness identified.enRombo districtTanzaniaSocial mediaEnvironmental awarenessSocial media usagePublic mediaCommunal mediaSocial media impactsDissertation