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Higher Education Institutions in Bosnia and Herzegovina: Usage of Social Network Sites

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018

Author

Listed:
  • Mabić, Mirela
  • Gašpar, Dražena
  • Zovko, Jelena

Abstract

The paper presents the research of the current state of the presence and activities of higher education institutions in Bosnia and Herzegovina (BiH) on social network sites (SNS). Although higher education institutions in BiH have recognized the necessity of using social networks for communications with their stakeholders, especially students, they still struggle with the content posted on SNS and its frequency. The authors use content analysis to examine SNS posts from BiH higher education institutions and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type and according to content and type of posts. The aim of the paper is to analyze if HEIs in BiH use SNS and to what degree, as well as if there is any difference between public and private institutions related to the usage of SNS.

Suggested Citation

  • Mabić, Mirela & Gašpar, Dražena & Zovko, Jelena, 2018. "Higher Education Institutions in Bosnia and Herzegovina: Usage of Social Network Sites," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 160-167, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr18:183825
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    References listed on IDEAS

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    1. Efthymios Constantinides & Marc C. Zinck Stagno, 2011. "Potential of the social media as instruments of higher education marketing: a segmentation study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 7-24, March.
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    More about this item

    Keywords

    social networks sites; higher education institutions;

    JEL classification:

    • I2 - Health, Education, and Welfare - - Education
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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