| Summary: | Social media has made an impact as a category of online discussion where
organisations and people create content, share it and network at an increasing rate. Customer cocreation is a hot topic among universities, students and other stakeholders. The main aim of this
dissertation was to establish the implications of social media technologies as tools for value cocreation in state universities in Zimbabwe. The study adopted the positivist philosophy and
therefore made use of quantitative research design in answering research questions. Sixty selfadministered questionnaires for state universities were used for data collection. The data was
analysed statistically using Statistical Package for Social Sciences and SmartPLS3. Results of
this study indicate that customer value co-creation and stakeholder engagements statistically
significantly influence use of social media by universities. These results imply that universities
must embrace the use of social media to unlock value from the university activities. The study
contributes to literature by extending the effect of social media discussion to the university
environment. This was important as it brings in the importance of social networks in universities
in the country. The study recommends state universities must be educated of the benefits of social
media in customer engagement, digital interaction and co-creation. Future studies could focus
on developing models to enhance maximum utilisation of social media in universities.
Furthermore, the sample should also include students’ perceptions.
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