University branding on social media analysing the identity and image of University of Education, Winneba

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.