Social Media for Universities’ Strategic Communication : How Nigerian universities use Facebook
Publiceringsår
2020
Upphovspersoner
Olaleye, Sunday; Ukpabi, Dandison; Mogaji, Emmanuel
Abstrakt
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.
Visa merOrganisationer och upphovspersoner
Uleåborgs universitet
Olaleye Sunday Adewale
Publikationstyp
Publikationsform
Artikel
Moderpublikationens typ
Samlingsverk
Artikelstyp
Annan artikel
Målgrupp
VetenskapligKollegialt utvärderad
Kollegialt utvärderadUKM:s publikationstyp
A3 Del av bok eller annat samlingsverkPublikationskanalens uppgifter
Moderpublikationens namn
Moderpublikationens redaktörer
Mogaji, Emmanuel; Maringe, Felix Maringe; Ebo Hinson, Robert
Förläggare
Sidor
116-135
ISBN
Publikationsforum
Publikationsforumsnivå
3
Öppen tillgång
Öppen tillgänglighet i förläggarens tjänst
Nej
Parallellsparad
Ja
Övriga uppgifter
Vetenskapsområden
Data- och informationsvetenskap; Företagsekonomi; Medie- och kommunikationsvetenskap
Nyckelord
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Publiceringsland
Förenade kungariket
Förlagets internationalitet
Internationell
Språk
engelska
Internationell sampublikation
Ja
Sampublikation med ett företag
Nej
DOI
10.4324/9780429320934-9
Publikationen ingår i undervisnings- och kulturministeriets datainsamling
Ja