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Universities engaging social media users: an investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes

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  • Brady Lund

Abstract

Social media is an important component of a university’s marketing plan. It has become one of the most efficient and cost-effective avenues for reaching a large, targeted population, which makes knowledge of how to attract more followers and interactions important in the competitive world of higher education. This study investigates the quantitative relationships between universities’ Facebook pages and interactions (reactions, comments, and shares) and a variety of university attributes (year the university was established, number of students enrolled at university, etc.) using Pearson Correlation and ANOVA tests. Findings indicate several attributes that hold moderate-to-strong correlations with Facebook followers and interactions. This study identifies several areas for further investigation.

Suggested Citation

  • Brady Lund, 2019. "Universities engaging social media users: an investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 251-267, July.
    • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:251-267
    DOI: 10.1080/08841241.2019.1641875
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    Cited by:

    1. Li, Lei & Zhang, Jiayang & An, Xun, 2023. "Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili," Socio-Economic Planning Sciences, Elsevier, vol. 88(C).
    2. Alejandro Quiroz Flores & Farhana Liza & Husam Quteineh & Barbara Czarnecka, 2021. "Variation in the timing of Covid-19 communication across universities in the UK," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-25, February.

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