Influence of Social Networks on Students' Choice of a University: A Case of St Augustine University of Tanzania

Abstract

The main objective of this study was to establish the influence of social networks on students’ choice of a university using the descriptive research design. Simple random sampling method was used to select 138 out of 1553 potential respondents to fill the questionnaire. Data analysis involved descriptive statistics in terms of frequencies and percentages through the Statistical Package for Social Sciences. This study established that majority of students used the social media platform in getting information regarding their current university. Instagram was found to be the mostly preferred social media site to provide information about the university. The study recommends that universities should develop and make use of social media platforms which work better in attracting potential students to join so as to increase the number of students. Top management teams should support the use of identified social media platforms in attracting potential students to join.  Finally, universities should identify potential students and ask them to recommend their friends to choose the same university.