Social media for universities’ strategic communication

Farinloye, Temitope; Wayne, Thomas; Mogaji, Emmanuel; Watat, Josue Kuika

doi:10.4324/9780429320934-8

Cited by 17 publications

(33 citation statements)

References 25 publications

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“…This is especially true in the energy sector, since it is necessary to deal with both industrial and day‐to‐day end consumers. The more the width of the customer segment increases, the more the companies are required to handle different customer segments with different socio‐demographic profiles (Farinloye, Wayne, Mogaji, & Kuika Watat, 2019; Tsimonis & Dimitriadis, 2014). This consequently puts pressure on the companies to handle consumers in the social media domain.…”

Section: Discussionmentioning

confidence: 99%

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Mogaji

Balakrishnan

Kieu

2020

J of Consumer Behaviour

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Consumer engagement with brands on social media has been empirically proven. However, little is known about consumers' natural behaviour on social media, as literature on this topic is still in an early stage of its evolution. Accordingly, this study aims to investigate and understand the group interactions of consumer behaviour, with a specific focus on tweets within the UK energy sector. Energy is a significant utility in the United Kingdom, and the sector is evolving more rapidly than ever before, with pressure being applied to energy suppliers to meet the demands of consumers. This study draws on social capital theory to investigate how UK consumers engage with their suppliers, as well as the knowledge‐sharing capabilities of the Twitter community. In Study 1, Python was used to conduct tweet mining and sentiment analysis to investigate the polarity in consumer engagement with 82 energy companies in the United Kingdom. Results indicated overall positive sentiments towards the energy suppliers, although the level of engagement varies across the different groups of suppliers. Study 2 followed up with a qualitative insight into the factors shaping consumers' behaviour as they engage with brands on social media. A thematic model emerges in the form of an interrelated conceptual theory comprising three stakeholders, the key relationships between them, and their natural behaviours. This study offers a contemporary, essential, and interconnected understanding of consumer behaviour online with a focus on the energy sector, and further advances research into online consumer behaviour, sentiment analysis, netnography, and social media research.

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Section: Discussionmentioning

confidence: 99%

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Mogaji

Balakrishnan

Kieu

2020

J of Consumer Behaviour

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“…There are websites with information about the tender process on the home page banner buttons, and this is not important enough to justify a place on the home banner. Universities need to recognise their stakeholders and be able to develop website contents to meet their needs (Farinloye, Wayne, Mogaji, & Kuika Watat, 2020).…”

Section: Discussionmentioning

confidence: 99%

Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities

Mogaji

Anyogu

Wayne³

2020

Higher Education Marketing in Africa

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“…This offers more than just the management of stakeholders, but engaging and communicating with the stakeholders by providing relatable content which drives the conversation and offers more insight. Achieving this will help the universities' meet their mandates, fulfil their missions and create public value (Bryson, 2004;Farinloye et al, 2020). The study makes both theoretical and managerial implications.…”

Section: Literature Review Stakeholder Engagement Theorymentioning

confidence: 99%

Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter

Mogaji¹,

Watat²,

Olaleye³

et al. 2021

Strategic Corporate Communication in the Digital Age

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Like many other organisations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. The 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, et cetera. In addition, it analyses 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 communications managers who are involved in student recruitment and/or in managing relationships with stakeholders.

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Social media for universities’ strategic communication

Abstract: This material is presented to ensure timely dissemination of scholarly work.

Cited by 17 publications

References 25 publications

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Examining consumer behaviour in the UK Energy sector through the sentimental and thematic analysis of tweets

Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities

Recruit, Retain and Report: UK Universities’ Strategic Communication with Stakeholders on Twitter

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