Perceptions of the effectiveness of Twitter as a crowdfunding communication tool for raising university fees

Keywords: Social media, Twitter, Online communication, Marketing communication, Digital marketing, Funding, University tuition, Crowdfunding

Abstract

Twitter as a communication medium has revolutionised the way in which messages are sent and received due to its immediacy and reach. This study investigated the extent to which Twitter was utilised as an effective communication tool for raising tuition funds at a selected university in South Africa. The research was quantitative in nature, adopting the survey methodology, were willing, randomly selected participants completed a questionnaire on campus. Non-probability sampling was used in selecting these participants due to the difficulty of obtaining a sampling frame. A total of 380 surveys were returned and used for analysis and insights. Descriptive statistics and structural equation modelling were conducted to generate results using SPSS 25 and AMOS 25 respectively. A key finding established that ‘perceived ease of use Twitter’ and ‘perceived usefulness Twitter’ were the most correlated constructs regarding its effectiveness in raising funds. Based on the findings, implications emerged as well as interesting insights into how students perceive Twitter as a viable tool for raising tuition fees. The limitations of the study were highlighted. Lastly, further research suggestions were proposed.

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Published
2019-12-12
Section
Articles