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dc.contributor.authorOlaleye, Sunday
dc.contributor.authorUkpabi, Dandison
dc.contributor.authorMogaji Emmanuel
dc.contributor.editorMogaji, Emmanuel
dc.contributor.editorMaringe, Felix Maringe
dc.contributor.editorEbo Hinson, Robert
dc.date.accessioned2020-02-10T10:48:36Z
dc.date.available2020-02-10T10:48:36Z
dc.date.issued2020
dc.identifier.citationOlaleye, Sunday, Ukpabi, Dandison, Mogaji Emmanuel. (2020). Social Media for Universities’ Strategic Communication : How Nigerian universities use Facebook. In E. Mogaji, F. M. Maringe, & R. Ebo Hinson (Eds.), <i>Strategic Marketing of Higher Education in Africa</i> (Article Chapter 8). Routledge. Routledge Studies in Marketing. <a href="https://doi.org/10.4324/9780429320934-9" target="_blank">https://doi.org/10.4324/9780429320934-9</a>
dc.identifier.otherCONVID_34569707
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/67781
dc.description.abstractA 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.en
dc.format.extent260
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofStrategic Marketing of Higher Education in Africa
dc.relation.ispartofseriesRoutledge Studies in Marketing
dc.rightsIn Copyright
dc.subject.otherNigeria
dc.subject.otheruniversities
dc.subject.othersocial media
dc.subject.otherFacebook
dc.subject.otherstakeholders
dc.subject.otherstrategic communications
dc.titleSocial Media for Universities’ Strategic Communication : How Nigerian universities use Facebook
dc.typebookPart
dc.identifier.urnURN:NBN:fi:jyu-202002102028
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/BookItem
dc.relation.isbn978-0-367-33635-6
dc.description.reviewstatuspeerReviewed
dc.type.versionacceptedVersion
dc.rights.copyright© 2020 The Contributors
dc.rights.accesslevelopenAccessfi
dc.subject.ysoFacebook
dc.subject.ysosidosryhmät
dc.subject.ysomarkkinointikanavat
dc.subject.ysoviestintä
dc.subject.ysoyliopistot
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysososiaalinen media
dc.subject.ysomarkkinointi
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p21063
jyx.subject.urihttp://www.yso.fi/onto/yso/p8776
jyx.subject.urihttp://www.yso.fi/onto/yso/p37939
jyx.subject.urihttp://www.yso.fi/onto/yso/p36
jyx.subject.urihttp://www.yso.fi/onto/yso/p10895
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.4324/9780429320934-9


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