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Direct linkCapriotti, Paul; Martínez-Gras, Rodolfo; Zeler, Ileana – Higher Education Quarterly, 2023
To ensure the widespread dissemination of information and to foster interaction and dialogue with users, higher education institutions need to develop an active profile on the social networks. This paper analyses the influence of universities' posting strategy on their followers' engagement (reaction, virality and conversation) by measuring the…
Descriptors: Reputation, Institutional Characteristics, Marketing, Social Media
