Nodoba, T.Mabika, M.Takalani, Thabo2026-06-172026-06-172026-05-19Takalani, T. 2026. Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda. . .https://univendspace.univen.ac.za/handle/11602/3178M. A. in Media StudiesDepartment of English, Media Studies and LinguisticsSocial media has transformed communication and marketing practices globally, enabling institutions to reach large audiences more quickly, affordably, and interactively than traditional methods such as radio, print, and television. Although social media has transformed communication and marketing practices globally, its potential as a strategic marketing tool remains underutilised in some institutions of higher learning in South Africa. This study examined the use of social media platforms as marketing tools in institutions of higher learning, with a specific focus on the University of Venda in South Africa. Despite many advantages, many South African universities, including the University of Venda, do not seem to have fully utilised social media’s potential to engage students and promote institutional services. The study employed qualitative research design within an interpretivist paradigm. Likewise the study used data collected through semi-structured interviews with students, academic staff, and marketing personnel, and that was complemented by social media ethnography. Drawing on the Technology Acceptance Model (TAM) and Social Media Marketing Theory (SMMT) the study explained how perceptions of usefulness and ease of use influence the adoption of social media in university marketing. This study revealed several important findings regarding the use of social media in higher education. The study affirmed that social media platforms such as Facebook, Instagram, WhatsApp, and LinkedIn are widely used and effective for marketing, communication, and stakeholder engagement. The findings also indicated that the effectiveness of social media is constrained by challenges including limited staff capacity, inconsistent content management, and the absence of a coordinated institutional strategy. Further, the study discovered that the strategic use of planned content, interactive engagement, and continuous feedback significantly enhances visibility, participation, and communication with both internal and external stakeholders. To address these issues, the study recommends strengthening staff training, adopting structured content planning, promoting interactive communication, establishing clear social media policies, and implementing regular monitoring and evaluation mechanisms. The research aims to contribute to knowledge on digital communication in higher education and provides recommendations for developing effective social media marketing strategies.1 online resource(xiv, 165 leaves): color illustrations, color mapsenSocial media marketingHigher education institutionsUCTDUniversity of VendaStudent engagementCommunication strategiesDissertationTakalani T. Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda. []. , 2026 [cited yyyy month dd]. Available from:Takalani, T. (2026). <i>Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda</i>. (). . Retrieved fromTakalani, Thabo. <i>"Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda."</i> ., , 2026.TY - Dissertation AU - Takalani, Thabo AB - Social media has transformed communication and marketing practices globally, enabling institutions to reach large audiences more quickly, affordably, and interactively than traditional methods such as radio, print, and television. Although social media has transformed communication and marketing practices globally, its potential as a strategic marketing tool remains underutilised in some institutions of higher learning in South Africa. This study examined the use of social media platforms as marketing tools in institutions of higher learning, with a specific focus on the University of Venda in South Africa. Despite many advantages, many South African universities, including the University of Venda, do not seem to have fully utilised social media’s potential to engage students and promote institutional services. The study employed qualitative research design within an interpretivist paradigm. Likewise the study used data collected through semi-structured interviews with students, academic staff, and marketing personnel, and that was complemented by social media ethnography. Drawing on the Technology Acceptance Model (TAM) and Social Media Marketing Theory (SMMT) the study explained how perceptions of usefulness and ease of use influence the adoption of social media in university marketing. This study revealed several important findings regarding the use of social media in higher education. The study affirmed that social media platforms such as Facebook, Instagram, WhatsApp, and LinkedIn are widely used and effective for marketing, communication, and stakeholder engagement. The findings also indicated that the effectiveness of social media is constrained by challenges including limited staff capacity, inconsistent content management, and the absence of a coordinated institutional strategy. Further, the study discovered that the strategic use of planned content, interactive engagement, and continuous feedback significantly enhances visibility, participation, and communication with both internal and external stakeholders. To address these issues, the study recommends strengthening staff training, adopting structured content planning, promoting interactive communication, establishing clear social media policies, and implementing regular monitoring and evaluation mechanisms. The research aims to contribute to knowledge on digital communication in higher education and provides recommendations for developing effective social media marketing strategies. DA - 2026-05-19 DB - ResearchSpace DP - Univen KW - Social media marketing KW - Higher education institutions KW - University of Venda KW - Student engagement KW - Communication strategies LK - https://univendspace.univen.ac.za PY - 2026 T1 - Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda TI - Exploring the Use of Social Media Platforms as a Marketing Tool in Institutions of Higher Learning in South Africa: A Case Study of the University of Venda UR - ER -