ABSTRACT

This study examined the influence of social media on the public perception of private universities: a study of Benson Idahosa University. The objectives of the study was to evaluate  the frequency of public access to BIU content on social media conversations about BIU, to examine the public perception of Benson Idahosa University among social media users, to identify the factors influencing public perception of BIU, to assess the impact of public perception on the enrolment rates and reputation of BIU. The theories adopted for this research are agenda setting theory,framing theory and social constructionism theory. These theories were used to explain or interpret some phenomenon because its basic tenets are fundamental to the understanding of the subject under study. The research findings was that most of the public come across BIU content on social media frequently, majority of the public perceive BIU in a positive light, it was also revealed that the respondents agree that advertising, crisis management, ranking and accreditation also has impact on the public perception of BIU. Public perception affects BIU’s reputation and enrolment rates.