IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v5y2021i2p386-392.html
   My bibliography  Save this article

Effectiveness of Grapevine as a Communication Strategy in Tertiary Administration in the dynamic world of social media: COVID-19 PANDEMIC

Author

Listed:
  • Noreen Sarai

    (Computer Science, Midlands State University, Gweru, Zimbabwe)

  • Tatenda Trust Gotora

    (Computer Science, Midlands State University, Gweru, Zimbabwe)

Abstract

Nowadays, technology has led to cheap and easy communication through use of various social media platforms. Traditionally grapevine was communicated from one person to another directly without any media in between. The rate of transmission of information by grapevine has increased significantly due to social media. This paper seeks to find the effectiveness of grapevine as a communication strategy in tertiary administration operating during the COVID-19 pandemic. A case study was done within the department of Computer Science at a state university in Zimbabwe. Information which got to employees and students from management in a structured manner was compared to that which got to employees and students through grapevine. The information was obtained through document analysis and interviews. This information was analysed and the effectiveness of grapevine was deduced. The effectiveness of communicating through grapevine was measured in terms of the information being able to be accessed, its clarity level, the level of distortion, rate of transmission from sender to receiver and whether there was a two way communication.

Suggested Citation

  • Noreen Sarai & Tatenda Trust Gotora, 2021. "Effectiveness of Grapevine as a Communication Strategy in Tertiary Administration in the dynamic world of social media: COVID-19 PANDEMIC," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(2), pages 386-392, February.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:2:p:386-392
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-5-issue-2/386-392.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/effectiveness-of-grapevine-as-a-communication-strategy-in-tertiary-administration-in-the-dynamic-world-of-social-media-covid-19-pandemic/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Caroline Ardelet & Bérangère Brial, 2011. "Influence des recommandations d'internautes: le role de la presence sociale et de l'expertise," Post-Print hal-01258971, HAL.
    2. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    3. T.H.A.S.H. Niranjala, 2020. "Factors Influencing Towards the Adoption of Social Media Marketing in SMEs (References to Small and Medium scale Enterprises in Anuradhapura, Sri Lanka)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 540-548, June.
    4. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    5. Majumdar, Adrija & Bose, Indranil, 2019. "Do tweets create value? A multi-period analysis of Twitter use and content of tweets for manufacturing firms," International Journal of Production Economics, Elsevier, vol. 216(C), pages 1-11.
    6. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    7. Marta Götz & Małgorzata Bartosik-Purgat & Barbara Jankowska, 2018. "International Aspects and Challenges of Digital Transformation," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 87-102.
    8. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Mohammad Awad AlAfnan, 2024. "Social Media Personalities in Asia: Demographics, Platform Preferences, and Behavior Based Analysis," Studies in Media and Communication, Redfame publishing, vol. 12(3), pages 349-363, September.
    10. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    11. Grygiel, Jennifer & Brown, Nina, 2019. "Are social media companies motivated to be good corporate citizens? Examination of the connection between corporate social responsibility and social media safety," Telecommunications Policy, Elsevier, vol. 43(5), pages 445-460.
    12. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    13. Christian Bartelheimer & Philipp Heiden & Hedda Lüttenberg & Daniel Beverungen, 2022. "Systematizing the lexicon of platforms in information systems: a data-driven study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 375-396, March.
    14. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    15. Som Sekhar Bhattacharyya & Sumi Jha, 2020. "Explicating micro foundations of corporate social responsibility: a moderated-mediation study of customer, investor and employee roles," International Journal of Ethics and Systems, Emerald Group Publishing Limited, vol. 36(4), pages 619-640, September.
    16. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    17. Martín-Rojas, Rodrigo & García-Morales, Victor J. & Garrido-Moreno, Aurora & Salmador-Sánchez, Maria Paz, 2021. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector," Journal of Business Research, Elsevier, vol. 129(C), pages 621-640.
    18. Hassan Danaeefard & Ali Farazmand & Akram Dastyari, 2023. "The Iranian Coronavirus Pandemic (COVID-9) Crisismanship: Understanding the Contributions of National Culture, Media, Technology and Economic System," Public Organization Review, Springer, vol. 23(4), pages 1661-1682, December.
    19. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    20. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:5:y:2021:i:2:p:386-392. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.