Abstract:
This study sought to analyze the role Facebook branding plays in promoting the identity
and image of University of Education, Winneba (UEW).The study made use of the
social identity theory and employed the qualitative method of research which was
guided by the research objectives and questions. The study examined University of
Education, Winneba’s brand on Facebook and how Facebook help promote the brand of
UEW. That is, the effect of Facebook branding on their enrolment decisions. In total,
the researcher sampled 5 UEW social media managers and 100 students. The data
collection methods were interviews, qualitative survey and observation. The study
revealed that Facebook aids the UEW to gain a competitive edge in the highly
competitive higher education market thereby, making UEW a keenly sought-after
teacher education university in Africa. The study also revealed that some students’
decision to enroll in UEW was influenced by the Facebook page. The study therefore
recommends constant and consistent efforts at branding on Facebook by UEW and
other educational institutions in order to gain a positive identity and image among target
audience and the general public.
Description:
A dissertation in the Department of Strategic Communication, School of Communication and Media Studies, submitted to the School of Graduate Studies in partial fulfilment of the
requirements for the award of the degree of Master of Arts (Strategic Communication)
in the University of Education, Winneba
December, 2022