Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?

Alvaro Figueira, Lirielly Nascimento

2022

Abstract

Higher Education Institutions use social media as a marketing channel to attract and engage users so that the institution is promoted and thus a wide range of benefits can be achieved. These institutions are evaluated globally on various success parameters, being published in rankings. In this paper, we analyze the publishing strategies and compare the results with their overall ranking positions. The results show that there is a tendency to find a particular strategy in the top ranked universities. We also found cases where the strategies are less prominent and do not match the ranking positions.

Paper Citation

in Harvard Style

Figueira A. and Nascimento L. (2022). Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?. In Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-758-613-2, pages 355-362. DOI: 10.5220/0011592500003318

in Bibtex Style

@conference{webist22,
author={Alvaro Figueira and Lirielly Nascimento},
title={Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?},
booktitle={Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2022},
pages={355-362},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011592500003318},
isbn={978-989-758-613-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 18th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - Do Top Higher Education Institutions’ Social Media Communication Differ Depending on Their Rank?
SN - 978-989-758-613-2
AU - Figueira A.
AU - Nascimento L.
PY - 2022
SP - 355
EP - 362
DO - 10.5220/0011592500003318