dspaceThe Cape Peninsula University of Technology (CPUT) Electronic Theses and Dissertations (ETD) repository holds full-text theses and dissertations submitted for higher degrees at the University (including submissions from former Cape Technikon and Peninsula Technikon).

Show simple item record

dc.contributor.advisorPike, Marian EEN
dc.contributor.authorAbrahams, Rifqah
dc.descriptionThesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.en_US
dc.description.abstractThis research focuses on whether social media is an effective means of communication to external stakeholders and investigates communication between Cape Peninsula University of Technology (CPUT) to its student-stakeholder group on four levels of interaction; namely institution, faculty, department and subjects. It provides answers to the questions, "How does CPUT communicate to students?" "What is the CPUT student-stakeholder's preferred method of communication?" and "What content does the CPUT student-stakeholder want to hear about?" to answer the bigger question, "Is social media an effective means of communication to CPUT students?" Using a conceptual framework based on Edward Freeman's work on stakeholder communication and Grunig's communication theory, the research considers the role that social media could play in the communication mix; whether CPUT should communicate to students using a medium on which they are already active; as well as what is/are an appropriate method/s of communication to reach student-stakeholders. Findings include the students' perception of social media as well as the state of communication from CPUT to the students and the platform/s the student-stakeholder would prefer. Further research is recommended to consider the use of a mobile platform for communication to students.en_US
dc.publisherCape Peninsula University of Technologyen_US
dc.subjectSocial mediaen_US
dc.subjectOnline social networksen_US
dc.subjectBusiness communicationen_US
dc.subjectCommunication -- Technological innovationsen_US
dc.titleSocial media as a means of communication with external stakeholdersen_US

Files in this item


This item appears in the following Collection(s)

Show simple item record

Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/3.0/za/