How universities communicate with the public via social media: A content analysis

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

How universities communicate with the public via social media: A content analysis

Popis výsledku v původním jazyce

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&apos; engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.

Název v anglickém jazyce

How universities communicate with the public via social media: A content analysis

Popis výsledku anglicky

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&apos; engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.

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

2024

Kód důvěrnosti údajů

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

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

2730-051X

Svazek periodika

15

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

17

Strana od-do

156-173

Kód UT WoS článku

001218553900003

EID výsledku v databázi Scopus

2-s2.0-85194257685