Using Social Media to Improve Environmental Awareness in Higher Education Institutions

  • Thabo Tlebere
  • Brenda ScholtzEmail author
  • André P. Calitz
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Environmental awareness campaigns have the ability to provide individuals with the knowledge, skills and attitude required to reduce environmental impact. Social media have been used by environmental activists to conduct environmental awareness campaigns. This paper proposes a conceptual model for improving knowledge and thereby awareness of environmental issues by means of a social media campaign. The model, called the Social Media for EnviroNmental Awareness (SMENA) model, consists of three phases of the campaign and factors impacting each phase. The model was implemented at a South African university and activities of the environmental awareness campaign were conducted on a social media website (SMENA website) and the popular social media sites Twitter and Facebook. The results showed that environmental knowledge increased as a result of the campaign. Generally the campaign was well received; however several students were resistant to the idea of using social media for education purposes on a topic which did not contribute to course credits.


Social Medium High Education Institution Environmental Awareness Environmental Knowledge Social Media Site 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Thabo Tlebere
    • 1
  • Brenda Scholtz
    • 1
    Email author
  • André P. Calitz
    • 1
  1. 1.Department of Computing ScienceNelson Mandela Metropolitan University (NMMU)Port ElizabethSouth Africa

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