Ludvík Eger – Communication Today https://communicationtoday.sk Media, marketing, communication Sun, 28 Apr 2024 16:37:04 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Ludvík Eger – Communication Today https://communicationtoday.sk 32 32 HOW UNIVERSITIES COMMUNICATE WITH THE PUBLIC VIA SOCIAL MEDIA: A CONTENT ANALYSIS https://communicationtoday.sk/how-universities-communicate-with-the-public-via-social-media-a-content-analysis/ Wed, 24 Apr 2024 06:00:00 +0000 https://communicationtoday.sk/?p=4499 ABSTRACT:
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’ engagement. The results offer scholars and practitioners new knowledge for communication in the higher education field using social media.

KEY WORDS:
brand in higher education, engagement rate, higher education marketing, social media, uses and gratifications theory

10_EGER_GANGUR_CT-1-2024Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.1.10

]]> Trust Building and Fake News on Social Media from the Perspective of University Students from Four Visegrad Countries https://communicationtoday.sk/trust-building-and-fake-news-on-social-media-from-the-perspective-of-university-students-from-four-visegrad-countries/ Sun, 19 Apr 2020 16:54:18 +0000 https://www.communicationtoday.sk/?p=3281 ABSTRACT:
There is an important need in the literature to explore the effects of social media use on young people’s behaviour. The main purpose of this research is to explore which factors of users’ gratifications are associated with using social media by university students from four Visegrad countries in Central Europe. Online communication on social media may be affected by a variety of factors that affect the development of mutual relationships. Thus, research is also focused on trust building on social media. The research team conducted qualitative research aimed at the deeper understanding of students’ opinions on trust and social media and their view on the phenomenon of “fake news”. Conducted focus groups in four countries showed that university students, who are frequent users of social media, are inclined to trust certain pages they like but generally, they do not trust social media. They use social media primarily for maintaining relationships and they believe people who are connected to their network. It is obvious that students use social media to satisfy their needs, especially in the field of entertainment, partly also for obtaining information. The findings show that expected gratifications of students are built on their practical experience with media.

KEY WORDS:
focus groups, social media, trust building, university students, Visegrad countries

05. EGER et al. – CT 1-2020Download
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