Unpackaging stakeholders’ motivation for participating in the social media of the higher education sector: A comparison of the European and US experience
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URI: http://hdl.handle.net/10835/17311
ISSN: 1468-4527
DOI: https://doi.org/10.1108/OIR-09-2018-0273
ISSN: 1468-4527
DOI: https://doi.org/10.1108/OIR-09-2018-0273
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Saraite Sariene, Laura; Gálvez Rodríguez, María Del Mar; Haro De Rosario, Arturo; Caba Pérez, María del CarmenFecha
2019-09-24Resumen
Purpose – Increasingly, universities are adopting social media as a strategy to improve their competitive advantage. However, little is known of whether or not stakeholders are actually engaging with universities in such online environments. The purpose of this paper is, first, to analyze the level of stakeholders’ engagement via social media, particularly Facebook, in European and US universities. Second, to examine the influencing factors that boost online interactions, in particular, “location,” “transparency,” “size,” “academic performance” and “activity.”
Design/methodology/approach – An engagement index and a multivariate regression analysis were carried out. Regarding the sample, European and US universities belonging to the “Top 100” of the Academic Ranking of World Universities were analyzed.
Findings – Despite the large online community that US universities possess, European universities attain the higher level of online engagement from its stakeholders. In particular, the ...
Palabra/s clave
Internet
Facebook
Social Media
Stakeholders' online engagement