Sokoine University of Agriculture

Investigating public universities facebook Pages: Extent of users engagement

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dc.contributor.author Ernest, Ester
dc.contributor.author Bernad, Ronald
dc.date.accessioned 2016-12-30T10:57:55Z
dc.date.available 2016-12-30T10:57:55Z
dc.date.issued 2015-02
dc.identifier.issn 2360-7858
dc.identifier.uri https://www.suaire.sua.ac.tz/handle/123456789/1167
dc.description International Journal of Academic Library and Information Science 2015, Vol. 3(2), pp. 31-36 en_US
dc.description.abstract The development in information technologies have made higher learning institutions to change the way they communicate with their audiences. For instance social media such as face book, tweeter and you tube have been used to communicate with current and prospective students. This study was conducted to investigate the engagement of the facebook pages of public universities in Tanzania. Specifically, the study determined the popularity of the pages, extent to which users put comments upon the posts as well as virality of the messages/posts on the walls. The analysis of the metrics such as popularity, commitment and virality was done to study three Tanzanian public university facebook pages. It was revealed that, the most popular page was SUZA 97.3%followed by UDOM 90.7%, then OUT 71.1%. The study further found that, UDOM facebook page had many comments 81%, followed by SUZA 69.3% then OUT which was below average. The extent to which information were shared in all institutions were below average. This was 41.2%, 1.2% and 4.8% for UDOM, OUT and SUZA respectively. en_US
dc.language.iso en en_US
dc.publisher International Journal of Academic Library and Information Science en_US
dc.subject Social media en_US
dc.subject Public universities en_US
dc.subject Higher learning institutions en_US
dc.subject Online marketing en_US
dc.subject Branding en_US
dc.subject Engagement en_US
dc.title Investigating public universities facebook Pages: Extent of users engagement en_US
dc.type Article en_US


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