Exploring the Strategic Approach of Higher Education Institutes for Using Social Media in Pakistan

  • Asif Ali Deputy Registrar (Academics), COMSATS University Islamabad
  • Muhammad Naeem Khan IQRA University, Islamabad
  • Dr. Sadaf Kashif IQRA University, Islamabad
Keywords: Social Media, Higher Education, Management, Policy, Marketing, Digital, Social Networks, Digital Technologies


This study aims to explore management's perspective for the use of social media in Pakistani universities through in-depth data analysis. Through the lens of qualitative research method, Grounded Theory (Glaserian Approach) has been applied to explore and interpret the management's perspective on the use of social media networks in Pakistani universities. Method Triangulation technique was used to collect data in two different parts; through semi-structured face to face as well as telephonic interviews and by e-mail to ensure the rigor, validity and maximum representation of higher education sector. The data obtained through email were ordered and analyzed using the latest version of NVivo. Major