Facebook and Public Relations in Higher Education
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 gr...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
National University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, Bucharest
2019-04-01
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| Series: | Romanian Journal of Communications and Public Relations |
| Subjects: | |
| Online Access: | https://journalofcommunication.ro/index.php/journalofcommunication/article/view/268 |
| _version_ | 1797371469511000064 |
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| author | Ludvik Eger Dana Egerova Miroslav Kryston |
| author_facet | Ludvik Eger Dana Egerova Miroslav Kryston |
| author_sort | Ludvik Eger |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-08T18:20:20Z |
| format | Article |
| id | doaj.art-2a2eee8250f9454e8e8ab24cda26db2f |
| institution | Directory Open Access Journal |
| issn | 1454-8100 2344-5440 |
| language | English |
| last_indexed | 2024-03-08T18:20:20Z |
| publishDate | 2019-04-01 |
| publisher | National University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, Bucharest |
| record_format | Article |
| series | Romanian Journal of Communications and Public Relations |
| spelling | doaj.art-2a2eee8250f9454e8e8ab24cda26db2f2023-12-31T01:22:26ZengNational University of Political Studies and Public Administration (SNSPA), College of Communication and Public Relations, BucharestRomanian Journal of Communications and Public Relations1454-81002344-54402019-04-0121110.21018/rjcpr.2019.1.268268Facebook and Public Relations in Higher EducationLudvik Eger0Dana Egerova1Miroslav Kryston2University of West Bohemia in PilsenUniversity of West Bohemia in PilsenMatej Bel University in Banska Bystrica 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. https://journalofcommunication.ro/index.php/journalofcommunication/article/view/268Facebookhigher educationonline engagementpost content |
| spellingShingle | Ludvik Eger Dana Egerova Miroslav Kryston Facebook and Public Relations in Higher Education Romanian Journal of Communications and Public Relations higher education online engagement post content |
| title | Facebook and Public Relations in Higher Education |
| title_full | Facebook and Public Relations in Higher Education |
| title_fullStr | Facebook and Public Relations in Higher Education |
| title_full_unstemmed | Facebook and Public Relations in Higher Education |
| title_short | Facebook and Public Relations in Higher Education |
| title_sort | facebook and public relations in higher education |
| topic | Facebook higher education online engagement post content |
| url | https://journalofcommunication.ro/index.php/journalofcommunication/article/view/268 |
| work_keys_str_mv | AT ludvikeger facebookandpublicrelationsinhighereducation AT danaegerova facebookandpublicrelationsinhighereducation AT miroslavkryston facebookandpublicrelationsinhighereducation |