Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
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Date
2021
Authors
Chala, Nina
Pichyk, Kateryna
Voropai, Olga
Bilovodska, Olena
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The current research aims at analyzing the social media activity of the universities in EaP countries. During the COVID-19 pandemic, universities had to transfer their education processes and enrollment campaigns online. University management had to introduce new tools for communication and interaction to ensure the efficacy of cooperation between the university community, students, teaching staff, and other stakeholders. In this research, the authors analyze which factors affected the dynamics and directions of customer engagement with Universities'
social media and how. The authors propose a framework to reveal the role of countries' digital environment, educational environment, and university's SM activity in increasing ER of university stakeholders during the
COVID-19 pandemic on Facebook and Instagram. The authors outline managerial proposals for universities, including analytics-based SM content creation and planning, communicating socially essential issues.
Description
Keywords
universities' social media, COVID-19, Facebook, Instagram, conference materials
Citation
Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case / Nina Chala, Kateryna Pichyk, Olga Voropai and Olena Bilovodska // International Scientific and Practical Conference "Sustainable Development in the Post-Pandemic Period" (SDPPP-2021). - 2021. - Vol. 126. - Article number 08001. - Р. 1-10. - https://doi.org/10.1051/shsconf/202112608001