Enhancing the visibility and corporate image of Rusangu university through the utilisation of social media.

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Muchindu, Fitzgerald
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The University of Zambia
The aim of this study was to develop a framework of actions that could be used to enhance the visibility and boost the image of Rusangu University using social media. Social media are web-based communication tools that enable people to interact with each other by both sharing and consuming information. A mixed method (qualitative and quantitative), design was employed. The focus of the study was Rusangu University, and this included 785 respondents which comprised of students, faculty, staff parents/guardians and potential students. The findings are that Rusangu University was only using one social media platform – Facebook, to enhance its visibility and boost its image. Bearing in mind that there are numerous social media sites currently being used by universities all over the globe that also appeal to different interest groups, the use of one social media platform by Rusangu University, therefore, could indirectly mean that the university was not reaching out to other social media users on other social media sites. These could be potential students or other key stakeholders. From the results, the respondents felt that in addition to Facebook, Twitter, Google+, YouTube, LinkedIn, Instagram and TikTok would be the most ideal social media sites for Rusangu University because of the many advantages that they have compared to other social media sites. And this was the same view shared by the Focus Discussion Groups members regarding the most ideal social media sites for Rusangu University. It is recommended that Rusangu University focuses on improving its text, video, and picture content on social media so that it is not only precise and captivating but also provide the much-desired information that appeals to the different targeted groups. It is, therefore, important that Rusangu University has the best and most appealing content on several social media sites used in different regions.
Thesis of Master of Science in Corporate Communication.