Higher education institutions communicating sustainability on social media: Insights from literature

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F24%3A43973027" target="_blank" >RIV/49777513:23510/24:43973027 - isvavai.cz</a>

Result on the web

<a href="https://www.researchgate.net/publication/385072005_Social_Media_Communication_Theory_and_Research#fullTextFileContent" target="_blank" >https://www.researchgate.net/publication/385072005_Social_Media_Communication_Theory_and_Research#fullTextFileContent</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Higher education institutions communicating sustainability on social media: Insights from literature

Original language description

Laura Völkl shows that social media have become relevant channels to communicate sustainability contents. Sustainability-related social media usage, as well as its effectiveness and usefulness were found to predict sustainable intention, which, in turn, influences sustainable behavior. Against this background, the chapter investigates how higher education institutions (HEIs), in specific, should communicate sustainability issues on social media. For that purpose, the contribution conducts a systematic literature review of existing research on HEIs’ sustainability communication on social media. It examines 13 research papers published between 2017 and 2024 through bibliometric and thematic analysis. The bibliometric analysis revealed that research in this field is still in its early stage. As the contribution aims at providing concrete guidance for practitioners at HEIs, the thematic analysis focuses on the research results and recommendations presented in the reviewed publications. The compiled recommendations pertain to both, strategic and operative communication management. They emphasize the importance of two-way communication between the HEI and its stakeholders on social media. Sustainability-related contents foster stakeholder interaction, i.e. engagement. Audience engagement can further be enhanced by displaying more visual contents. This research study presents how to conduct a systematic literature review for a particular topic. The VOSviewer software is used here to provide an overview of coauthorship and presents a citation network. Qualitative data are processed using thematic analysis.

Czech name

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Czech description

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Type

C - Chapter in a specialist book

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

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

Book/collection name

Social Media Communication: Theory and Research

ISBN

978-3-86367-072-6

Number of pages of the result

15

Pages from-to

15-29

Number of pages of the book

127

Publisher name

GUC

Place of publication

Lößnitz

UT code for WoS chapter

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