An Analysis Of The Influence Of Social Media Engagement On Private Universities’ Brand: A Case Of Kenya Methodist University
Loading...
Date
2023-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The study analyses the influence of social media engagements on corporate brand, a case of Kenya Methodist University. Four objectives guided the study: to establish the most used social media platform by Kenya Methodist University, to establish the motivation behind the choice of social media platform by Kenya Methodist University, to find out which social media engagement activities have been adopted by Kenya Methodist University and to find out how social media engagements adopted by Kenya Methodist University are influencing the brand. Social penetration and Social exchange theories underpinned the study as they illustrate how relationships grow from superficial to more intimate relationships through communication self-disclosure and mutual exchanges that bring about mutual benefits to parties involved. The target population of the study comprised 370 students and 11 members of staff from marketing, customer care and PR departments. A questionnaire with open and close ended questions was used to collect quantitative data and the response rate was 97%. Descriptive and inferential statistics were obtained using the Statistical Package for the Social Sciences, version 23, and the findings presented in tables and figures. Most of the respondents agreed that Facebook was the most popular platform used by Kenya Methodist University for client engagement followed by X, Instagram and the YouTube. On the use of social media to engage customers 67% of the respondents agreed that Kenya Methodist University uses Facebook as a platform to interact with students by posting relevant information and responding to enquiries. The conclusion of the study is that social media engagement positively impacts the corporate brand. The study recommends more investment to be made on social media platforms for marketing, publicity and client engagement to increase positive brand perception
Description
MASTER OF ARTS
in Communication
Keywords
Social Media Engagement, Private Universities, Brand, Kenya Methodist University
Citation
Auma, B., (2023, Thesis). An Analysis Of The Influence Of Social Media Engagement On Private Universities’ Brand: A Case Of Kenya Methodist University. Daystar University, School of Communication