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The influence of social media use on corporate reputation at a higher education institution

Author

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  • Lerato Relebohile Maboee

    (Durban University of Technology, MLS Campus, Durban, 4001, South Africa)

  • Paulene Naidoo

    (Durban University of Technology, MLS Campus, Durban, 4001, South Africa)

  • Nisha Ramlutchman

    (Durban University of Technology, MLS Campus, Durban, 4001, South Africa)

  • Veena Parboo Rawjee

    (Durban University of Technology, MLS Campus, Durban, 4001, South Africa)

Abstract

The use of social media in organisations can assist in the creation and maintenance of a good brand, reputation and image largely due to the potential of developing interactive relationships with various stakeholders. This not only aids in building stakeholder relationships, but also in increasing an organisation’s visibility. The aim of this research was to assess how a higher education institution, specifically the Durban University of Technology (DUT) in South Africa, uses social media platforms to build and maintain a positive corporate reputation. Additionally, the research examined how the institution actively engages with their target audience on social media platforms. A quantitative methodology was adopted with a sample population of 180 students from the DUT. Data was collected through the distribution of questionnaires to students and analysed using the Statistical Package for the Social Sciences (SPSS) version 25.0. Findings revealed that social media plays an important role for organisations as a vital tool to build and maintain corporate reputation online, as well as communicating effectively and actively with various target audiences. The research recommends that organisations prioritise investing in social media platforms and communicate effectively and actively with their audiences online.

Suggested Citation

  • Lerato Relebohile Maboee & Paulene Naidoo & Nisha Ramlutchman & Veena Parboo Rawjee, 2024. "The influence of social media use on corporate reputation at a higher education institution," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 6(2), pages 25-35, April.
    • Handle: RePEc:adi:ijbess:v:6:y:2024:i:2:p:25-35
    DOI: 10.36096/ijbes.v6i2.514
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    References listed on IDEAS

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    1. David Finch & Sarah McDonald & Julie Staple, 2013. "Reputational interdependence: an examination of category reputation in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(1), pages 34-61, June.
    2. Floreddu, Paola Barbara & Cabiddu, Francesca & Evaristo, Roberto, 2014. "Inside your social media ring: How to optimize online corporate reputation," Business Horizons, Elsevier, vol. 57(6), pages 737-745.
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