Exploring the use of social media as a marketing communication tool to increase sports participation at the Durban University of Technology

Abstract

Sports has the power to empower individuals, bridge cultural gaps, and drive positive social change. Promoting sports participation effectively boosts physical activity through its elements of fun, competition, goal-setting, social interaction and personal challenge. The primary objective of the study was to explore the use of social media in increasing student participation in university sports and physical activities at the Durban University of Technology. The research focused on the Durban campus, an inner-city area affected by crime, poor access to quality accommodation, and public transport challenges. The target population consists of DUT students, including both full-time undergraduate and postgraduate students from all faculties across the Durban campuses. In the 2022 academic year, DUT had a total of around 30,549 registered students at both the Durban and Midlands campuses, with the majority (approximately 23,991) enrolled at the Durban campus (DUT, 2023). The sample population for the study consisted of students attending the five Durban campuses of DUT. A simple random sampling method was employed to select the participants. Using a quantitative, cross-sectional design, data were collected through surveys on social media use, sports participation, and barriers faced by students. Data analysis was done using descriptive and inferential statistical analytic techniques. Findings indicate significant obstacles to sports participation, including socioeconomic challenges. However, social media is identified as a potent tool for improving communication, marketing and student participation in sports. The study enhances the understanding of the barriers to sports participation and the role of social media in promoting sports. Recommendations for future research include strategies to address these barriers and further exploration of social media's impact on sports participation in diverse settings. Adopting innovative social media strategies can create a dynamic, engaging environment, boosting sports participation and fostering community amongst students.

Ezemidlalo zinamandla okuthuthukisa omunye nomunye, zivale uqhekeko kwezamasiko, futhi zigqugquzele ushintsho oluhle emiphakathini. Ukugqugquzela ukuzibandakanya kwezemidlalo kunomthelela omuhle wokuvuselela ukuzivocavoca ngendlela yobumnandi, imiqhudelwano, Ukugqugquzela ukuzibandakanya kwezemidlalo kufaka umfutho wokuzivocavoca ngendlela ejabulisayo, imincintiswano, intshisekelo, ukuzibandakanya emphakathini kanye nokuzifakela inselelo. Inhloso yesifundo kwakungukubuyekeza ukusetshenziswa kwezinkundla zokuxhumana ekukhuliseni ukuzibandakanya kwabafundi kwimidlalo yaseNyuvesi kanye nokuzivocavoca kwiNyuvesi yaseThekwini Yezobuchwepheshe I-Durban University of Technology. Ucwaningo lugxile kwesinye sezikhungo esiseThekwini, indawo esenkabeni yedolobha egubezelwe ubugebengu, izindawo zokuhlala ezingatholakali kalula, kanye nezinkinga kwizithuthi zomphakathi. Uquqaba lwabantu abazosetshenziswa lubandakanya abafundi base-DUT, okubalwa abafundi abafunda ngokugcwele abangaka gogodi kanye nabafundi asebegogodile abavela kuwo wonke ama-faculty ezikhungo zaseThekwini. Ngonyaka ka-2022 wokufunda, i-DUT yayinabafundi ababhalisele ukufunda abalinganiselwa ku-30,549 kuzona zombili izikhungo zaseThekwini kanye nase-Midlands, iningi (elilinganiselwa ku-23,991) elibhalise esikhungweni saseThekwini (i-DUT, ku-2023). Isampula labantu beliqukethe abafundi abafundela kwizikhungo zaseThekwini ze-DUT ezinhlanu. Indlela elula yokuhluza ucwaningo iyona esetshenzisiwe ukukhetha ababambiqhaza. Kusetshenziswa i-quantitative, i-cross-sectional design, i-data iqoqwe ngocwaningo mibuzo ngokusetshenziswa kwezinkundla zokuxhumana, ukuzibandakanya kwezemidlalo, kanye nezithiyo abafundi ababhekene nazo. Ukuhlaziya i-Data kwenziwe kusetshenziswa i-descriptive kanye ne-inferential statistical analytic techniques. Okutholakele kuveza ukuba kunezingqinamba ezinkulu ekuzibandakanyeni kwezemidlalo, kubalwa nezingqinamba kwezomnotho emphakathini. Kepha, izinkundla zokuxhumana zivezwa njengethuluzi elisemqoka lokuthuthukisa ukuxhumana, ukumaketha kanye nokuzibandakanya kwabafundi kwezemidlalo. Ucwaningo luheha ukuqonda ngezithiyo ekuzibandakanyeni kwezemidlalo kanye nendima yezinkundla zokuxhumana ekuthuthukiseni ezemidlalo. Ukubuyekezwa kocwaningo lwakusasa kubandakanya amaqhinga azoxazulula izithiyo kanye nokwazi kabanzi ngomphumela wezinkundla zokuxhumana ekuzibandakanyeni kwezemidlalo okuhlukile. Ukuthatha amaqhinga anobuchule ezinkundla zokuxhumana kungakha ushintsho, indawo evulelekile yokuzibandakanya, ukufaka umfutho ekuzibandakanyeni kwezemidlalo kanye nokwakha umphakathi phakathi kwabafundi.