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ERIC Number: EJ1451059
Record Type: Journal
Publication Date: 2024
Pages: 21
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
Social Media Branding Strategies of Universities and Colleges in Canada: A Mixed-Method Approach Investigating Post Characteristics and Contents
Anh Mai To; Michael Mindzak; Narongsak Thongpapanl; Justin Mindzak
Journal of Marketing for Higher Education, v34 n2 p946-966 2024
Higher education institutions (HEIs) invest substantially in their social media presence for marketing, branding, student engagement, and recruitment purposes. To better understand HEIS' current social media strategies, this study developed a mixed-method approach to analyze Facebook content and posting practices of postsecondary institutions in Ontario, Canada. A total of 13,467 Facebook posts from 42 HEIs were collected using the Napoleon Cat application, and subsequently coded and analyzed. Applying descriptive statistics and regression analysis alongside content analysis, results demonstrate that HEIs generally followed similar practices concerning posting frequency, length, types, and timing. Although HEIs employed all five main branding positions -- namely Elite, Nurturing, Campus, Outcome, and Commodity -- HEIs were found to concentrate on promoting Nurturing elements and Campus activities. Moreover, results revealed several significant differences in strategies of institutions with different sizes (large, medium, and small) as well as different types (university and college) in both marketing activities and branding positions.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A