University of Oulu

Mogaji, E., Watat, J.K., Olaleye, S.A. and Ukpabi, D. (2021), "Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter", Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age, Emerald Publishing Limited, Bingley, pp. 89-114.

Recruit, retain and report : UK universities’ strategic communication with stakeholders on Twitter

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Author: Mogaji, Emmanuel1; Watat, Josue Kuika2; Olaleye, Sunday Adewale3;
Organizations: 1University of Greenwich, UK
2Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH
3University of Oulu, Finland
4University of Jyväskylä, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Emerald, 2021
Publish Date: 2021-04-07


Like many other organizations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. This chapter focuses on strategic communication and stakeholder engagement by UK universities on Twitter. It presents a descriptive study about their engagement on Twitter in terms of their followers, number of tweets, etc. In addition, it analyzes the tweets’ content to identify British universities’ communication strategies. Hence, the results revealed a thematic model in the form of an interrelated conceptual theory that comprises three strands of communication: (i) recruiting prospective students, (ii) retaining present students and staff, and (iii) reporting activities and media coverage. This contribution presents implications for university marketing communication managers who are involved in student recruitment and/or in managing relationships with stakeholders.

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ISBN: 978-1-80071-264-5
ISBN Print: 978-1-80071-265-2
Pages: 89 - 114
DOI: 10.1108/978-1-80071-264-520211006
Host publication: Strategic corporate communication in the digital age
Host publication editor: Camilleri, Mark Anthony
Type of Publication: A3 Book chapter
Field of Science: 113 Computer and information sciences
512 Business and management
516 Educational sciences
Copyright information: © 2021 Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.