An Investigation of the Effectiveness of the University of Zambia's Social Media Channels in Marketing the University to its Target Population

Abstract

This study is an investigation of the effectiveness of the social media channels used by the University of Zambia in marketing the university to its target population (current and prospective students). The effectiveness was measured against the three major goals of marketing which are, to increase brand awareness, to increase brand engagement and to raise or improve customer value. The study concludes that the channels used by the university are not effective enough because they do not meet the set standards and gives recommendations on how to make them more effective.