Sarcouncil Journal of Arts Humanities and Social Sciences

Abstract: This comparative study examines social media adoption in public relations practice between Delta State University, Abraka (DELSU) and Federal University of Petroleum Resources, Effurun (FUPRE). In-depth interviews were conducted with eight purposively selected public relations practitioners (four from each institution). Data analysis employed Braun and Clarke's thematic analysis framework, guided by the Technology Acceptance Model (TAM). Three primary themes emerged: institutional digital readiness disparity, strategic platform utilization versus conservative adoption, and security-communication efficacy tension. Findings reveal contrasting approaches to social media integration. DELSU demonstrates comprehensive digital embrace with systematic multi-platform strategies, managing over 50 WhatsApp groups and employing Facebook, Instagram, and X for stakeholder engagement. Conversely, FUPRE exhibits institutional resistance driven by security concerns, maintaining preference for traditional communication methods and limited social media usage. The study concludes that successful social media adoption requires institutional cultural shift, leadership support, and strategic risk management. DELSU's proactive approach contrasts sharply with FUPRE's conservative stance, highlighting the critical role of institutional readiness in technology acceptance