Stakeholders’ Perception Of Social Media Engagement With Al-Hikmah University Community Development Initiatives

Abstract

The proliferation of social media platforms has transformed the landscape of communication, with universities leveraging the platforms to showcase community development initiatives. However, the stakeholders' perception of the coverage of Nigerian universities development initiatives on social media remains understudied. This study investigates the stakeholders' perception of social media coverage of Al-Hikmah University, Ilorin, Nigeria, community development initiatives in order to establish the attitude of Al-Hikmah University stakeholders towards social media coverage of the university's community development initiatives. Mixed research paradigms of quantitative (survey) and qualitative (in-depth interview) served as the research methods, while a questionnaire and in-depth interview guide were the instruments for data collection from the university stakeholders, which comprised students, staff, and members of the university stakeholders' forum. Descriptive statistics and thematic analysis were used to analyze quantitative and qualitative data, respectively. The findings showed that stakeholders perceived social media to have promoted the reputation of the university by facilitating stakeholders’ engagement with the university development initiatives. This study, therefore, recommended a multi-faceted approach, encompassing diversification of social media platforms, emphasis on Islamic values and mission, and stakeholder engagement monitoring to refine the university's social media strategy and community development initiatives.