INFLUENCE OF SOCIAL MEDIA MARKETING ON THE SUSTAINABILITY OF PUBLIC UNIVERSITIES IN KENYA
Keywords:
Social media marketing, sustainability, public universities, Kenya, stakeholder support, green marketingAbstract
Purpose of Study: This study examined the influence of social media marketing on the sustainability of public universities in Kenya. It sought to determine whether strategic use of social media platforms enhances institutional sustainability through improved visibility, stakeholder engagement, reputation building, and communication of sustainability initiatives within the changing higher education environment.
Methodology: The study adopted a positivist philosophy and ex post facto research design. A stratified sample of 307 senior administrative and academic staff from 35 public chartered universities in Kenya participated. Quantitative data were analyzed using descriptive statistics and binary logistic regression, while qualitative interview data were analyzed thematically to provide deeper insights.
Findings: The findings revealed that social media marketing significantly influences sustainability of public universities in Kenya. Universities with adequate social media marketing practices had higher likelihood of achieving sustainability outcomes compared to those with inadequate adoption (OR = 2.368, p < .001). Social media enhanced institutional visibility, stakeholder engagement, reputation development, and communication of sustainability actions. Descriptive results indicated moderate adoption of social media practices and sustainability initiatives among universities. Qualitative findings further showed that digital platforms support sustainability by enabling universities to showcase environmental activities, engage stakeholders, attract partnerships, and strengthen institutional legitimacy through transparent communication.
Conclusion: The study concludes that social media marketing is an important strategic tool for improving public university sustainability in Kenya. Effective digital communication, stakeholder interaction, and evidence-based sustainability messaging contribute to institutional resilience. Universities should integrate social media strategies into sustainability planning, marketing activities, and stakeholder engagement frameworks.
DOI: https://doi.org/10.5281/zenodo.20781455
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