University of Oulu

Olaleye, Sunday; Ukpabi, Dandison; Mogaji, Emmanuel (2020) Social media for universities’ strategic communication : how Nigerian universities use Facebook. In : Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson (eds.) Strategic Marketing of Higher Education in Africa, (Chapter 8, pp 116-135). London: Routledge,

Social media for universities’ strategic communication : how Nigerian universities use Facebook

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Author: Olaleye, Sunday1; Ukpabi, Dandison2; Mogaji, Emmanuel3
Organizations: 1Oulu Business School, University of Oulu
2University of Jyväskylä
3University of Greenwich
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
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Language: English
Published: CRC Press, Taylor & Francis Group, 2020
Publish Date: 2021-07-23


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.

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ISBN: 978-0-429-32093-4
ISBN Print: 978-0-367-33635-6
Volume: Chapter 8
Pages: 116 - 135
DOI: 10.4324/9780429320934-9
Host publication: Strategic marketing of higher education in Africa
Host publication editor: Mogaji, Emmanuel
Maringe, Felix
Hinson, Robert Ebo
Type of Publication: A3 Book chapter
Field of Science: 113 Computer and information sciences
518 Media and communications
Copyright information: © 2020 The Authors. This is an Accepted Manuscript of a book chapter published by Taylor & Francis Group in Strategic Marketing of Higher Education in Africa on 23 Jan 2020 available online: