Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Watat, Josue Kuika, Olaleye, Sunday Adewale and Ukpabi, Dandison (2021) Recruit, retain, report: UK universities' strategic communication with stakeholders on Twitter. In: Camilleri, Mark Anthony, (ed.) Strategic Corporate Communication in the Digital Age. Emerald, Bingley, UK, pp. 89-114. ISBN 978-1800712652; 1800712650; 978-1800712645; 978-1800712669

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Abstract

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.

Item Type:	Book Section
Additional Information:	‘Publisher: Emerald Publishing Limited. Copyright © 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.’ Additional statement added by MP on July 7 2022.
Uncontrolled Keywords:	social media, stakeholder, university, communication, Twitter, higher education, UK
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	07 Jul 2022 14:48
URI:	http://gala.gre.ac.uk/id/eprint/30006

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