Online stakeholder relationship strategies on Facebook used by South African universities
The use of social networking sites is becoming increasingly essential to communicate and establish long-term relationships with stakeholders. In order for universities to retain their stakeholders, the effective use of media like Facebook is evident. This study investigated the Facebook pages of 24...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1614 |
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| _version_ | 1832593758854578176 |
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| author | Sabryna Joanne Tsinga Mambadja David Pieter Conradie De la Rey Van der Waldt |
| author_facet | Sabryna Joanne Tsinga Mambadja David Pieter Conradie De la Rey Van der Waldt |
| author_sort | Sabryna Joanne Tsinga Mambadja |
| collection | DOAJ |
| description |
The use of social networking sites is becoming increasingly essential to communicate and
establish long-term relationships with stakeholders. In order for universities to retain their
stakeholders, the effective use of media like Facebook is evident. This study investigated the
Facebook pages of 24 South African universities by means of a content analysis, to determine
how they have structured and populated their Facebook pages with different types of content
that could be relevant to their public relations communication strategies. The theoretical basis
of the content analysis consisted of the three virtual communication strategies developed
by Waters et al. (2009), namely disclosure, information dissemination and involvement. This
study came to the general conclusion that South African universities had not yet capitalised on
Facebook to fully integrate the three virtual communication strategies in order to enhance online
stakeholder relationships.
|
| format | Article |
| id | doaj-art-2a42521386c44d25b03dbfd679b76097 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-2a42521386c44d25b03dbfd679b760972025-01-20T08:55:06ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0134210.36615/jcsa.v34i2.1614Online stakeholder relationship strategies on Facebook used by South African universitiesSabryna Joanne Tsinga Mambadja0https://orcid.org/0000-0002-7827-8550David Pieter Conradie1https://orcid.org/0000-0001-6212-5931De la Rey Van der Waldt2https://orcid.org/0000-0001-7607-6296Tshwane University of TechnologyTshwane University of TechnologyTshwane University of Technology The use of social networking sites is becoming increasingly essential to communicate and establish long-term relationships with stakeholders. In order for universities to retain their stakeholders, the effective use of media like Facebook is evident. This study investigated the Facebook pages of 24 South African universities by means of a content analysis, to determine how they have structured and populated their Facebook pages with different types of content that could be relevant to their public relations communication strategies. The theoretical basis of the content analysis consisted of the three virtual communication strategies developed by Waters et al. (2009), namely disclosure, information dissemination and involvement. This study came to the general conclusion that South African universities had not yet capitalised on Facebook to fully integrate the three virtual communication strategies in order to enhance online stakeholder relationships. https://journals.uj.ac.za/index.php/jcsa/article/view/1614Online stakeholder relationshipFacebookSouth African universitiessocial networking sitesdisclosure, information dissemination and involvementthree virtual communication strategies |
| spellingShingle | Sabryna Joanne Tsinga Mambadja David Pieter Conradie De la Rey Van der Waldt Online stakeholder relationship strategies on Facebook used by South African universities Communicare Online stakeholder relationship South African universities social networking sites disclosure, information dissemination and involvement three virtual communication strategies |
| title | Online stakeholder relationship strategies on Facebook used by South African universities |
| title_full | Online stakeholder relationship strategies on Facebook used by South African universities |
| title_fullStr | Online stakeholder relationship strategies on Facebook used by South African universities |
| title_full_unstemmed | Online stakeholder relationship strategies on Facebook used by South African universities |
| title_short | Online stakeholder relationship strategies on Facebook used by South African universities |
| title_sort | online stakeholder relationship strategies on facebook used by south african universities |
| topic | Online stakeholder relationship South African universities social networking sites disclosure, information dissemination and involvement three virtual communication strategies |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1614 |
| work_keys_str_mv | AT sabrynajoannetsingamambadja onlinestakeholderrelationshipstrategiesonfacebookusedbysouthafricanuniversities AT davidpieterconradie onlinestakeholderrelationshipstrategiesonfacebookusedbysouthafricanuniversities AT delareyvanderwaldt onlinestakeholderrelationshipstrategiesonfacebookusedbysouthafricanuniversities |