ABSTRACT

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram users, providing strategic proposals for digital marketing. From the codification of all the publications published by a university in a social network site during the period of one year, a comparative analysis was carried out through a multivariate model. The results provide important and timely implications for both universities and higher education professionals. Our findings suggest that higher education marketing specialists should develop stronger and more consistent communication strategies to establish more valuable relationships with stakeholders. The administrators of the social networks of higher education institutions can find patterns in those publications that generate a greater participation in this study.

摘要

社交网络中用户的互动已在文献中进行了分析，作为有关其在高等教育机构的利益相关者之间进行互动的能力的信息源，这比战略性地使用社交网络更具策略性。这项研究有助于确定哪些变量可以增加Instagram用户的参与度，从而为数字营销提供战略建议。从一年中大学在社交网站上发布的所有出版物的编纂中，通过多变量模型进行了比较分析。结果为大学和高等教育专业人士提供了重要而及时的启示。我们的研究结果表明，高等教育营销专家应制定更强大，更一致的沟通策略，以与利益相关者建立更有价值的关系。高等教育机构的社交网络的管理员可以在那些出版物中找到更多参与该研究的模式。