Facebook and Public Relations in Higher Education. A Case Study of Selected Faculties from the Czech Republic and Slovakia

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F19%3A43955220" target="_blank" >RIV/49777513:23510/19:43955220 - isvavai.cz</a>

Result on the web

<a href="https://journalofcommunication.ro/index.php/journalofcommunication/article/view/268" target="_blank" >https://journalofcommunication.ro/index.php/journalofcommunication/article/view/268</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21018/rjcpr.2019.1.268" target="_blank" >10.21018/rjcpr.2019.1.268</a>

Result language

angličtina

Original language name

Facebook and Public Relations in Higher Education. A Case Study of Selected Faculties from the Czech Republic and Slovakia

Original language description

Nowadays It is essential for universities and faculties to interact on-line with their potential applicants, current students as well as other stakeholders. In recent years, social media such as Facebook has provided higher education institutions with new means of communication with their target groups. The purpose of this study is to explore the use of the most popular social network Facebook by selected faculties in the Czech Republic and Slovakia and to provide a set of practical benchmarks on successful communication with public. To answer presented research questions, a convergent parallel mixed-methods research design was used. Firstly, a focus group investigation was put forward to clarify what communication channels are generally used by applicants and students when searching and sharing information about faculties. Secondly, a quantitative data analysis, based on data mining using tools such as Power BI and Netvizz, was presented. Data for year 2017 obtained from sixteen Facebook profiles of selected faculties were used. The findings provide evidence on the use of Facebook by an institution – customer communication by the faculties. Furthermore, they reveal that different message features generated different customer behaviour. The study contributes to a better understanding of marketing-related activities on social media in higher education.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Romanian Journal of Communication and Public Relations

ISSN

1454-8100

e-ISSN

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Volume of the periodical

21

Issue of the periodical within the volume

1

Country of publishing house

RO - ROMANIA

Number of pages

24

Pages from-to

7-30

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85069842278