Usability of Social Media for Promoting Higher Learning Institutions’ Activities in Tanzania: A Diffusion of Innovation Perspective
No Thumbnail Available
Date
2022-10-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge, Taylor & Francis
Abstract
This study investigates usability of social media in promotion activities among Higher Learning Institutions (HLIs) in Tanzania. Guided by Diffusion of Innovation Perspective, a multi-case study was conducted with four HLIs ranging from public to private offering institutions. Analysis was done using content analysis in line with each research question and the theory of diffusion applied. Findings revealed that social media are perceived the second to traditional media in relative advantage despite being considered easy to use and try. With respect to compatibility, analysis shows the dominance of traditional media whereby social media platforms are not still considered formal and not matching HLIs image. It was also showed that HLIs social media effects are observable through posting college life, upcoming and past events, and publishing new programs. The social media effectiveness included wider reach, receiving questions, feedback, increasing visibility, turnout of people during events and responses to different posts made. The study urges HLIs to actively incorporate social media platforms in the traditional marketing platforms so as to improve their promotions’ effectiveness. Provision of financial and managerial resources is important to make sure their units are active.
Description
Keywords
Social media, promotion, promotion activities, higher learning institutions, Tanzania
Citation
Juma James Masele & David Peter Rwehikiza (2022) Usability of Social Media for Promoting Higher Learning Institutions’ Activities in Tanzania: A Diffusion of Innovation Perspective, Journal of Nonprofit & Public Sector Marketing, DOI: 10.1080/10495142.2022.2133060