Social Media for Universities’ Strategic Communication : How Nigerian universities use Facebook
Year of publication
2020
Authors
Olaleye, Sunday; Ukpabi, Dandison; Mogaji, Emmanuel
Abstract
A university has many stakeholders with varying interests and commitments. Several studies have examined modes and methods of HEIs communication with stakeholders. To the best of our knowledge, it is not evident in the literature how the engagement between universities and their stakeholders proceeds on the social media platforms particularly from a developing country perspective. This study employed stakeholder theory to give newer understanding to social media marketing as a strategy to reach university stakeholders and utilised an inductive, generic, qualitative approach in a netnography context to achieve the aim of this study. Theoretically, this chapter makes three key contributions. First, it extends the knowledge of the use of social media by universities, moving beyond the use of websites as strategic, interactive stakeholder engagement tools. Second, the study extends the application of stakeholder theory to include university conversations on social media, especially regarding the higher education institutions from a developing country perspective. Third, while acknowledging the unique and dynamic nature of stakeholders on social media, the study adopts a unique methodology to capture the usage of social media by the universities and explored their level of activity and analysed stakeholder responses. Methodologically, the study contributes to the literature on social media research.
Show moreOrganizations and authors
University of Oulu
Olaleye Sunday Adewale
Publication type
Publication format
Article
Parent publication type
Compendium
Article type
Other article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A3 Book section, Chapters in research booksPublication channel information
Parent publication name
Parent publication editors
Mogaji, Emmanuel; Maringe, Felix Maringe; Ebo Hinson, Robert
Publisher
Pages
116-135
ISBN
Publication forum
Publication forum level
3
Open access
Open access in the publisher’s service
No
Self-archived
Yes
Other information
Fields of science
Computer and information sciences; Business and management; Media and communications
Keywords
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Publication country
United Kingdom
Internationality of the publisher
International
Language
English
International co-publication
Yes
Co-publication with a company
No
DOI
10.4324/9780429320934-9
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes