Facebook communication and marketing influence on decision-making and choice of university student representatives : a student’s perspective

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dc.contributor.author Chininga, Tapiwa
dc.contributor.author Rungani, Ellen
dc.contributor.author Chilliya, Norman
dc.contributor.author Chuchu, Tinashe
dc.date.accessioned 2020-06-20T19:53:19Z
dc.date.available 2020-06-20T19:53:19Z
dc.date.issued 2019
dc.identifier.citation Chininga, T., Rungani, E., Chiliya, N., & Chuchu, T. (2019). Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective. Romanian Journal Of Communication And Public Relations, 21(2), 7-21. doi:10.21018/rjcpr.2019.2.274. en_ZA
dc.identifier.issn 14548100
dc.identifier.issn 2344-5440
dc.identifier.uri https://hdl.handle.net/10539/29183
dc.description.abstract Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students’ intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included “medium credibility of Facebook”, “peer communication on Facebook” and “user trust of Facebook” among other factors that influence students’ choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths’ intention to vote for student representatives. Message credibility was found to have weak impact on student’s intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided. en_ZA
dc.language.iso en en_ZA
dc.publisher SNSPA - Facultatea de Comunicare și Relații Publice en_ZA
dc.rights © Romanian Journal of Communication and Public Relations. Open access article. en_ZA
dc.subject Facebook
dc.subject Information credibility
dc.subject Marketing
dc.title Facebook communication and marketing influence on decision-making and choice of university student representatives : a student’s perspective en_ZA
dc.type Article en_ZA
dc.journal.title Romanian Journal of Communication and Public Relations en_ZA
dc.description.librarian KIM2020 en_ZA
dc.citation.doi 10.21018/RJCPR.2019.2.274 en_ZA
dc.citation.epage 21
dc.citation.spage 7
dc.journal.link https://journalofcommunication.ro/index.php/journalofcommunication en_ZA
dc.faculty Faculty of Commerce Law and Management en_ZA
dc.school Marketing en_ZA


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