The article presents the results of communication effectiveness analysis in social networks of leading universities with strong economic departments. The study was carried out using the textual information analysis i.e. content, links, posts, comments, tags, etc.; multimedia i.e. photos, videos, audio, etc., and the ontology method, which estimated the social networks parameters like the number of subscribers, average path length, etc.The study showed that the main platform for international higher education institutions is Facebook; Instagram is actively developing, and then comes YouTube. The number of publications does not directly affect the number of subscribers, in contrast to the number of students. The high frequency of posts does not lead to subscribers increase. There is no single strategy for universities social network development. The use of informal communication, which encourages action, significantly increases the audience and its involvement; but is not used by all universities, because it might contradict with the university's image. It should be noted that good design, the use of professional photos and videos, has its impact on potential audience.
In the contemporary world, tourism is one of the most profitable and fast-growing sectors of the economy, being a stabilizer of a state’s social economic development, providing an inflow of foreign currencies, improving foreign trade and influencing the development of related sectors. The establishment of a stable tourist services market helps resolve the problem of unemployment and social support of the poor. The study’s purpose is to review seasonality factors related to the creation of a positive image of the children’s leisure and tourism system in the Russian Federation. During the study, the authors applied the systematic approach, strategic approach, analytical approach, methods of comparison and analogy, expert estimates of media monitoring and qualitative methods of text analysis. Main results relate to the theoretical substantiation and the development of methodical recommendations on information media support of the children’s leisure and tourism system. The substantiation of novelty is as follows: the authors found factors of overcoming the lack of a systematic approach and chaotic nature of information media events aimed at supporting the children’s leisure and tourism system. As a result, measures to improve the efficiency of information media support of the events conducted by children’s leisure and tourism organizers depend on the competence and qualification of employees who are in charge of children’s entertainment.
PR technologies include marketing research and development of the resulting strategy and program for marketing activities, which are used to improve the business performance and the effectiveness of addressing the needs of the end user or customer. The purpose of this study is to examine the possibilities of using PR in the tourism business, of laying the foundation for competitive and economically sustainable activities, which will improve not only the economic, political, cultural and social state of the tourist region, but also the authority of the Russian tourism industry in the international scene. The study uses the methods of image formation, branding, and evaluating the effectiveness of PR activities. The major outcome of this study is that PR technologies help to develop a positive image of an enterprise since the brand and its credibility are essential in the field of children's recreation and tourism. PR campaigns are designed to create customer interest in the product and to establish partnerships with the colleagues. Conclusions. In the development of children's tourism, as in the development of any other product, special attention should be paid to its information management. To date, based on the target audiences, PR campaigns in the field of children's leisure and tourism are divided into campaigns maintaining relationships with the loyal customers and those attracting new customers. This circumstance requires the selection and rational application of methods and mechanisms to access the effectiveness of these activities.
The article presents the results of communication effectiveness analysis in social networks of leading universities with strong economic departments. The study was carried out using the textual information analysis i.e. content, links, posts, comments, tags, etc.; multimedia i.e. photos, videos, audio, etc., and the ontology method, which estimated the social networks parameters like the number of subscribers, average path length, etc. The study showed that the main platform for international higher education institutions is Facebook; Instagram is actively developing, and then comes YouTube. The number of publications does not directly affect the number of subscribers, in contrast to the number of students. The high frequency of posts does not lead to subscribers increase. There is no single strategy for universities social network development. The use of informal communication, which encourages action, significantly increases the audience and its involvement; but is not used by all universities, because it might contradict with the university’s image. It should be noted that good design, the use of professional photos and videos,has its impact on potential audience.
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