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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

Romanian Journal of Communication and Public Relations

ISSN

1454-8100

e-ISSN

—

Svazek periodika

21

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

RO - Rumunsko

Počet stran výsledku

24

Strana od-do

7-30

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85069842278