Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Journal of marketing for higher education

ISSN

0884-1241

e-ISSN

—

Svazek periodika

31

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

21

Strana od-do

240-260

Kód UT WoS článku

000552091300001

EID výsledku v databázi Scopus

2-s2.0-85087448760