Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F21%3A43962990" target="_blank" >RIV/49777513:23510/21:43962990 - isvavai.cz</a>
Result on the web
<a href="https://www.tandfonline.com/doi/full/10.1080/08841241.2020.1781737" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/08841241.2020.1781737</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/08841241.2020.1781737" target="_blank" >10.1080/08841241.2020.1781737</a>
Alternative languages
Result language
angličtina
Original language name
Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary
Original language description
In recent years, social media has provided higher education institutions with new means of communication with their target groups. In this study, research was conducted on top public universities from four countries in Central Europe, with a focus on their Public Relations activities on Facebook. The purpose of this research is to explore the use of Facebook by selected universities and to provide a set of practical benchmarks on successful communication with the public. The quantitative data analysis was conducted using the data mining tool Netvizz. Data from 2017 and 2018 obtained from 31 Facebook profiles of selected universities were used. The findings provide evidence on the use of Facebook by universities for Public Relations. Furthermore, they reveal that different post features generate different customer behaviour. The study contributes to a better understanding of marketing-related activities on social media in higher education field.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
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
Journal of marketing for higher education
ISSN
0884-1241
e-ISSN
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Volume of the periodical
31
Issue of the periodical within the volume
2
Country of publishing house
US - UNITED STATES
Number of pages
21
Pages from-to
240-260
UT code for WoS article
000552091300001
EID of the result in the Scopus database
2-s2.0-85087448760