Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case

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 interact...

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Autores principales:	Chala Nina, Pichyk Kateryna, Voropai Olga, Bilovodska Olena
Formato:	article
Lenguaje:	EN FR
Publicado:	EDP Sciences 2021
Materias:	universities’ social media covid-19 facebook instagram Social Sciences H
Acceso en línea:	https://doaj.org/article/96a0d04570c84dc7851200bcc9329a47
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id	oai:doaj.org-article:96a0d04570c84dc7851200bcc9329a47
record_format	dspace
spelling	oai:doaj.org-article:96a0d04570c84dc7851200bcc9329a472021-12-02T17:16:07ZCustomer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case2261-242410.1051/shsconf/202112608001https://doaj.org/article/96a0d04570c84dc7851200bcc9329a472021-01-01T00:00:00Zhttps://www.shs-conferences.org/articles/shsconf/pdf/2021/37/shsconf_sdppp2021_08001.pdfhttps://doaj.org/toc/2261-2424The 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.Chala NinaPichyk KaterynaVoropai OlgaBilovodska OlenaEDP Sciencesarticleuniversities’ social mediacovid-19facebookinstagramSocial SciencesHENFRSHS Web of Conferences, Vol 126, p 08001 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	universities’ social media covid-19 facebook instagram Social Sciences H
spellingShingle	universities’ social media covid-19 facebook instagram Social Sciences H Chala Nina Pichyk Kateryna Voropai Olga Bilovodska Olena Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
description	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.
format	article
author	Chala Nina Pichyk Kateryna Voropai Olga Bilovodska Olena
author_facet	Chala Nina Pichyk Kateryna Voropai Olga Bilovodska Olena
author_sort	Chala Nina
title	Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
title_short	Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
title_full	Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
title_fullStr	Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
title_full_unstemmed	Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
title_sort	customer engagement with universities’ social media after covid-19: eap countries case
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/96a0d04570c84dc7851200bcc9329a47
work_keys_str_mv	AT chalanina customerengagementwithuniversitiessocialmediaaftercovid19eapcountriescase AT pichykkateryna customerengagementwithuniversitiessocialmediaaftercovid19eapcountriescase AT voropaiolga customerengagementwithuniversitiessocialmediaaftercovid19eapcountriescase AT bilovodskaolena customerengagementwithuniversitiessocialmediaaftercovid19eapcountriescase
_version_	1718381215890800640

Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case

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