Journal
JOURNAL OF MARKETING FOR HIGHER EDUCATION
Volume 27, Issue 1, Pages 112-130Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/08841241.2016.1219803
Keywords
Social media marketing; higher education; community engagement
Categories
Ask authors/readers for more resources
Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings reveal the double-edged nature of community size: universities with a strong reputation tend to have more Facebook fans, but having many Facebook fans has detrimental effects on individual fan engagement. Furthermore, the frequency of updates is a crucial factor, as too frequent and too infrequent updates lead to lower levels of fan engagement. We discuss theoretical implications for online communities and derive implications for social media managers.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available