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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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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 knihy nebo sborníku

Social Media Communication: Theory and Research

ISBN

978-3-86367-072-6

Počet stran výsledku

15

Strana od-do

15-29

Počet stran knihy

127

Název nakladatele

GUC

Místo vydání

Lößnitz

Kód UT WoS kapitoly

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