SOCIAL MEDIA TOOLS AND CUSTOMER VALUE COCREATION: A CASE OF ZIMBABWE STATE UNIVESITIES

Abstract

Social media has made an impact as a category of online discussion where organisations and people create content, share it and network at an increasing rate. Customer cocreation is a hot topic among universities, students and other stakeholders. The main aim of this dissertation was to establish the implications of social media technologies as tools for value cocreation in state universities in Zimbabwe. The study adopted the positivist philosophy and therefore made use of quantitative research design in answering research questions. Sixty selfadministered questionnaires for state universities were used for data collection. The data was analysed statistically using Statistical Package for Social Sciences and SmartPLS3. Results of this study indicate that customer value co-creation and stakeholder engagements statistically significantly influence use of social media by universities. These results imply that universities must embrace the use of social media to unlock value from the university activities. The study contributes to literature by extending the effect of social media discussion to the university environment. This was important as it brings in the importance of social networks in universities in the country. The study recommends state universities must be educated of the benefits of social media in customer engagement, digital interaction and co-creation. Future studies could focus on developing models to enhance maximum utilisation of social media in universities.Furthermore, the sample should also include students’ perceptions.