Exploring interactivity strategies in social media communications of leading universities

Social media has become an important tool for universities to implement strategies to promote, position and differentiate their brand identity, to establish and foster the communicative relationship with their stakeholders. This study explores the interactivity strategy developed in digital communic...

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Detalles Bibliográficos
Autores: Capriotti, Paul|||0000-0002-9398-5886, Carreton-Ballester, Carmen|||0000-0002-4851-9683, Zeler, Ileana Lis|||0000-0002-5550-1000
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:300222
Acceso en línea:https://ddd.uab.cat/record/300222
https://dx.doi.org/urn:doi:10.1177/21582440241259399
Access Level:acceso abierto
Palabra clave:Digital communication
Institutional communication
Interactivity
Social media
Universities
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spelling Exploring interactivity strategies in social media communications of leading universitiesa cross-continental studyCapriotti, Paul|||0000-0002-9398-5886Carreton-Ballester, Carmen|||0000-0002-4851-9683Zeler, Ileana Lis|||0000-0002-5550-1000Digital communicationInstitutional communicationInteractivitySocial mediaUniversitiesSocial media has become an important tool for universities to implement strategies to promote, position and differentiate their brand identity, to establish and foster the communicative relationship with their stakeholders. This study explores the interactivity strategy developed in digital communication by 70 leading universities from Europe, the United States and Latin America. A specific quantitative methodology was designed to analyze the universities' social media publications (90,241). The general communicative approach and the communication resources applied were studied through quantitative content analysis. Results show that the universities have an informational approach in their publications on social networks, with little differences among regions and platforms. Expositive and interactive resources are being used in a broad, integrated manner although there are some differences in each region and social network. Thus, the universities opt for a monological interactivity strategy in their digital institutional communication, with little differences between social networks. They are changing toward a model that continues to prioritize dissemination of information, but it is evolving toward more combination of various communication resources that make content more attractive to their publics. This research provides insights into interactivity strategies used by universities on social networks to develop effective digital communication strategies for enhancing engagement with publics. 22024-01-0120242024-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/300222https://dx.doi.org/urn:doi:10.1177/21582440241259399reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:3002222026-06-06T12:50:31Z
dc.title.none.fl_str_mv Exploring interactivity strategies in social media communications of leading universities
a cross-continental study
title Exploring interactivity strategies in social media communications of leading universities
spellingShingle Exploring interactivity strategies in social media communications of leading universities
Capriotti, Paul|||0000-0002-9398-5886
Digital communication
Institutional communication
Interactivity
Social media
Universities
title_short Exploring interactivity strategies in social media communications of leading universities
title_full Exploring interactivity strategies in social media communications of leading universities
title_fullStr Exploring interactivity strategies in social media communications of leading universities
title_full_unstemmed Exploring interactivity strategies in social media communications of leading universities
title_sort Exploring interactivity strategies in social media communications of leading universities
dc.creator.none.fl_str_mv Capriotti, Paul|||0000-0002-9398-5886
Carreton-Ballester, Carmen|||0000-0002-4851-9683
Zeler, Ileana Lis|||0000-0002-5550-1000
author Capriotti, Paul|||0000-0002-9398-5886
author_facet Capriotti, Paul|||0000-0002-9398-5886
Carreton-Ballester, Carmen|||0000-0002-4851-9683
Zeler, Ileana Lis|||0000-0002-5550-1000
author_role author
author2 Carreton-Ballester, Carmen|||0000-0002-4851-9683
Zeler, Ileana Lis|||0000-0002-5550-1000
author2_role author
author
dc.subject.none.fl_str_mv Digital communication
Institutional communication
Interactivity
Social media
Universities
topic Digital communication
Institutional communication
Interactivity
Social media
Universities
description Social media has become an important tool for universities to implement strategies to promote, position and differentiate their brand identity, to establish and foster the communicative relationship with their stakeholders. This study explores the interactivity strategy developed in digital communication by 70 leading universities from Europe, the United States and Latin America. A specific quantitative methodology was designed to analyze the universities' social media publications (90,241). The general communicative approach and the communication resources applied were studied through quantitative content analysis. Results show that the universities have an informational approach in their publications on social networks, with little differences among regions and platforms. Expositive and interactive resources are being used in a broad, integrated manner although there are some differences in each region and social network. Thus, the universities opt for a monological interactivity strategy in their digital institutional communication, with little differences between social networks. They are changing toward a model that continues to prioritize dissemination of information, but it is evolving toward more combination of various communication resources that make content more attractive to their publics. This research provides insights into interactivity strategies used by universities on social networks to develop effective digital communication strategies for enhancing engagement with publics.
publishDate 2024
dc.date.none.fl_str_mv 2
2024-01-01
2024
2024-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/300222
https://dx.doi.org/urn:doi:10.1177/21582440241259399
url https://ddd.uab.cat/record/300222
https://dx.doi.org/urn:doi:10.1177/21582440241259399
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
repository.name.fl_str_mv
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