Acceptability of social media and artificial intelligence chatbots in Local Government communication: Survey conducted in Kadoma, Zimbabwe, 2024

Abstract

Background: Driven by citizen engagement and open government initiatives, local governments increasingly use social media and artificial intelligence (AI) chatbots to share information and enhance public service efficiency. However, limited literature exists on their acceptability in Zimbabwe.
Aim: We assessed the acceptability of using social media platforms and AI chatbots for citizen engagement and service delivery in Kadoma.
Methods: A mixed-methods approach was used, incorporating an analytic cross-sectional survey and qualitative interviews. A sample size of 404 was calculated, and stratified sampling was used to select households from which one member aged 18 years or above was interviewed. Data were collected using a pretested questionnaire and analysed using Epi Info 7.2.5™. Thematic analysis was used for qualitative data.
Results: We recruited 402 respondents. Most were female, 217 (54.0%), and the median age of respondents was 30 (Q₁ = 24; Q₃ = 40). Only 111 (27.6%) reported receiving communication from the council, and 323 (80.3%) were dissatisfied with the current communication methods. Acceptance of social media and AI chatbots was high, with 343 (85.3%) preferring WhatsApp™ and 266 (66.2%) supporting AI chatbots. Barriers to using these tools included privacy concerns 136 (33.8%) and high data costs 81 (20.1%).
Conclusion: The study highlighted low communication coverage and high dissatisfaction with existing methods. Acceptance of social media and AI chatbot use was high; however, adoption barriers, such as privacy concerns, need to be addressed. Implementing user training and ensuring data privacy are key to their successful adoption.
Contribution: This study provides valuable insights into the acceptability and potential of using social media and AI chatbots to communicate between local governments and residents.