ABSTRACT

Social media is an important component of a university’s marketing plan. It has become one of the most efficient and cost-effective avenues for reaching a large, targeted population, which makes knowledge of how to attract more followers and interactions important in the competitive world of higher education. This study investigates the quantitative relationships between universities’ Facebook pages and interactions (reactions, comments, and shares) and a variety of university attributes (year the university was established, number of students enrolled at university, etc.) using Pearson Correlation and ANOVA tests. Findings indicate several attributes that hold moderate-to-strong correlations with Facebook followers and interactions. This study identifies several areas for further investigation.

摘要

社交媒体是大学营销计划的重要组成部分。它已成为吸引大量有针对性的人群的最有效和最具成本效益的途径之一，这使得如何吸引更多的追随者和互动的知识在竞争激烈的高等教育中很重要。这项研究使用Pearson Correlation和ANOVA检验调查了大学Facebook页面和互动（反应，评论和分享）与各种大学属性（大学成立年份，在校学生人数等）之间的定量关系。 。调查结果表明了一些属性，这些属性与Facebook追随者和互动具有中度到强烈的关联性。这项研究确定了需要进一步研究的几个领域。