Veritatis Gaudium: Multidisciplinary Journal of Postgraduate Studies

This study looks at how social media affects communication between the customers of the Federal Housing Authority (FHA). Consequently, the study determines the relationship between social media and customer communication. Also, it examines other mass media factors that affect social media and customer communication. Concerning research methodology, the descriptive and correlational survey design is utilised. A total of 442 FHA clients were gathered using structured questionnaires via the internet, analysed using descriptive statistics, correlation methods, and regression models with the assistance of the SPSS software. Results show that FHA uses Facebook, Instagram, and WhatsApp as the primary platforms to share regulatory notices, updates on professional projects, and institutional announcements, but most communication is one-sided and not very interactive. Although it is seen that social media is more effective than traditional media with regard to reach and immediacy, TV is still more credible than social media among the residents. Findings also indicate that social media enhances the process of complaint resolution and increases trust, but the context of clarity of messages, responsiveness, and ease of use puts a restriction on the effectiveness of communication as a whole. This study concludes that FHA is not making good use of its social media strategy as a two-way communication tool and suggests that it integrate social media tools of immediacy and television tools of trustworthiness together more, as interactive, user-centred, and integrative strategies can help develop better relationships and enhance the delivery of services.

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