How universities communicate with public using Facebook page
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F21%3A43962236" target="_blank" >RIV/49777513:23510/21:43962236 - isvavai.cz</a>
Result on the web
<a href="http://ejournal46.com/journals_n/1624031018.pdf" target="_blank" >http://ejournal46.com/journals_n/1624031018.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.13187/IJMIL.2021.1.88" target="_blank" >10.13187/IJMIL.2021.1.88</a>
Alternative languages
Result language
angličtina
Original language name
How universities communicate with public using Facebook page
Original language description
Social media has been identified as an important vehicle in fostering social connections that maintain and expand existing relationships between organizations and their customers and stakeholders. This research was conducted on top public universities from the Czech Republic, Slovakia and Poland, with a focus on their communication activities on Facebook. First, quantitative data analysis was conducted using the data mining tool Netvizz. The research is unique as measurement using Netvizz is currently not possible due to technical limitations on the most popular social network. Data obtained from 24 Facebook profiles of selected universities were used. Second, the expert evaluation and content analysis were used to examine how the posts influence audience. The findings provide evidence on the use of Facebook by universities for communication with public and show differences among universities. The findings also support an integrated view of content marketing and highlight the importance of adjusting the content strategy to suit the utilitarian nature of higher education institutions and engage high-involvement target groups. The collected data also show that the most popular posts on SNS are not directly related to research conducted at individual universities. Paradoxically, communication strategies of universities through social networking sites are deprived of the most important element – the university mission, i.e. dissemination of research results.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50902 - Social sciences, interdisciplinary
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Media and Information Literacy
ISSN
2500-106X
e-ISSN
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Volume of the periodical
6
Issue of the periodical within the volume
1
Country of publishing house
SK - SLOVAKIA
Number of pages
12
Pages from-to
88-99
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85112207130