How universities communicate with the public via social media: A content analysis
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F24%3A43971833" target="_blank" >RIV/49777513:23510/24:43971833 - isvavai.cz</a>
Result on the web
<a href="https://communicationtoday.sk/how-universities-communicate-with-the-public-via-social-media-a-content-analysis/" target="_blank" >https://communicationtoday.sk/how-universities-communicate-with-the-public-via-social-media-a-content-analysis/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.10" target="_blank" >10.34135/communicationtoday.2024.Vol.15.No.1.10</a>
Alternative languages
Result language
angličtina
Original language name
How universities communicate with the public via social media: A content analysis
Original language description
In recent years, social media have developed the strong potential to effectively communicate and to create a value proposition about university educational services, research activities and their third role. The social media content should be designed in a way which creates value for social media users to build a stronger level of engagement and facilitate brand communication. The conducted research not only investigates how selected universities use their profiles on Facebook and Instagram and communicate with the public, but the analysis also focuses on a deeper understanding of the characteristics that influence the interactivity and the relationship between a selected university and its page visitors. The findings reveal that different types of post sources generate different engagement per post (by follower) and behaviour of target groups. Furthermore, content analysis was performed to assess differences among universities in their communication. The findings document how selected categories according to uses and gratifications theory influence target groups' engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.
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
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Communication Today
ISSN
1338-130X
e-ISSN
2730-051X
Volume of the periodical
15
Issue of the periodical within the volume
1
Country of publishing house
SK - SLOVAKIA
Number of pages
17
Pages from-to
156-173
UT code for WoS article
001218553900003
EID of the result in the Scopus database
2-s2.0-85194257685