Usability of Social Media for Promoting Higher Learning Institutions’ Activities in Tanzania: A Diffusion of Innovation Perspective

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.

KEYWORDS:

• Social media
• promotion
• promotion activities
• higher learning institutions
• Tanzania

Disclosure statement

No potential conflict of interest was reported by the authors.

Summary Statement of Contribution

Tanzania’s HLIs are in stiff competition following the enactment of the Education Act No. 10 of 1995. To be competitive, they need to constantly attract, engage, and retain their customers and offer as per their expectations. Luckily, the emergence of social media offers numerous capabilities for cost-effective ways for creating competitive tailor-made products/services. Guided by the diffusion of Innovation perspective, this study therefore assesses usability of social media for promoting HLIs’ activities in Tanzania.

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.