Academic Journal
Engaging users on university Facebook pages: insights from the uses and gratifications theory and post characteristics
| العنوان: | Engaging users on university Facebook pages: insights from the uses and gratifications theory and post characteristics |
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| المؤلفون: | Huong Que Hoang, Khoa Tien Tran, Tri Dinh Le |
| المصدر: | Cogent Social Sciences, Vol 10, Iss 1 (2024) |
| بيانات النشر: | Taylor & Francis Group, 2024. |
| سنة النشر: | 2024 |
| المجموعة: | LCC:Social Sciences |
| مصطلحات موضوعية: | Social media, user engagement, uses and gratifications theory, higher education institutions, Facebook, Communication Theory, Social Sciences |
| الوصف: | This study examines how post characteristics impact user engagement on university Facebook pages. We analysed 5,825 posts from 155 Vietnamese universities over 36 days using multilevel mixed-effects negative binomial regression. The study focuses on content types (hedonic, utilitarian and social, based on uses and gratifications theory), media formats, posting schedules and post length. The number of reactions, comments and shares measured user engagement. Results show that social content decreases levels of engagement overall. Hedonic content increases reactions but reduces shares compared to utilitarian content. Visual content and posts made midweek, on weekends, and on afternoons, generate higher engagement. On the other hand, longer posts correlate with fewer reactions and comments but more shares. Our findings emphasise the importance of strategic social media planning for universities. They highlight the need to balance content types and consider timing and format when creating posts. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 23311886 2331-1886 |
| Relation: | https://doaj.org/toc/2331-1886 |
| DOI: | 10.1080/23311886.2024.2402086 |
| URL الوصول: | https://doaj.org/article/a9798df35f4c422cac3eedea523782c8 |
| رقم الانضمام: | edsdoj.9798df35f4c422cac3eedea523782c8 |
| قاعدة البيانات: | Directory of Open Access Journals |
| تدمد: | 23311886 |
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| DOI: | 10.1080/23311886.2024.2402086 |