The impact of social media communication on the brand loyalty of rural based university students

This study focused on the impact of social media communication on the brand loyalty of rural-based university students, focusing on postgraduate students and the Communication and Marketing Department of the University of Zululand. The objective of this study was to understand whether brand loyalty of students can be enhanced and impacted by social media communication in the University of Zululand. A qualitative research methodology was used for this study. Data were collected from postgraduate students and the Communication and Marketing Department. The data collection instrument used were semi-structured interview schedules consisting of open-ended questions. The data obtained were analysed using content analysis. The findings revealed that social media communication by the University of Zululand does have an impact on students becoming loyal towards the institution. Other findings show that students see a need for the University of Zululand to improve and strengthen its level of communication with students on social media platforms. The institution should improve and put in place social media communication policies that will be supported and welcomed by students, if it wishes to increase the level of communication with students and maintain the loyalty of students. Future studies may be conducted through the use of a different research approach, in both rural and urban universities in South Africa.