2019
DOI: 10.1108/oir-09-2018-0273
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Unpackaging stakeholders’ motivation for participating in the social media of the higher education sector

Abstract: Purpose Increasingly, universities are adopting social media as a strategy to improve their competitive advantage. However, little is known of whether or not stakeholders are actually engaging with universities in such online environments. The purpose of this paper is, first, to analyze the level of stakeholders’ engagement via social media, particularly Facebook, in European and US universities. Second, to examine the influencing factors that boost online interactions, in particular, “location,” “transparency… Show more

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Cited by 7 publications
(8 citation statements)
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“…The impact on student educational attainment may initially be dependent on their usage and adoption of social media (14,15). However, numerous studies highlight that the use of social media, aside from academic success and performance among students at the tertiary level, is positively (8,(16)(17)(18). The challenge and complexity remains in how social media usage, fit, and adoption affect how students perceive their experience (e.g., student satisfaction) and how they perform (e.g., academic achievement).…”
Section: Introductionmentioning
confidence: 99%
“…The impact on student educational attainment may initially be dependent on their usage and adoption of social media (14,15). However, numerous studies highlight that the use of social media, aside from academic success and performance among students at the tertiary level, is positively (8,(16)(17)(18). The challenge and complexity remains in how social media usage, fit, and adoption affect how students perceive their experience (e.g., student satisfaction) and how they perform (e.g., academic achievement).…”
Section: Introductionmentioning
confidence: 99%
“…The size of the leadership team is significantly associated with stakeholder participation, management culture and quality. Universities with larger leadership teams have also established more channels of communication and greater participation with stakeholders (Saraite-Sariene et al , 2019). In addition, the correlations show that the size of the leadership team is related to Western countries that present more environment-concerned cultures.…”
Section: Resultsmentioning
confidence: 99%
“…The opinions of stakeholders must also be considered (Castañeda and Quintero, 2015). Universities have become more active in publishing information and interacting with their stakeholders on social networks (Saraite-Sariene et al , 2019; Yeo, 2014) and research shows that the data obtained are taken into account while setting university strategies. In this sense, a contribution of the work is to highlight the participation of stakeholders in the university’s policies.…”
Section: Discussionmentioning
confidence: 99%
“…The most common channels used in the university environment to disseminate information to various stakeholders are websites (De Aguilera Moyano et al, 2010). The use of technological tools and the creation of interaction platforms enables greater and universal stakeholder participation, as it allows information demands to be detected and met (Saraite‐Sariene et al, 2019). Social networks are also channels used to communicate and disseminate information to various stakeholders (Di Tullio et al, 2021; Yeo, 2014).…”
Section: Theoretical Framework and Hypothesis Formulationmentioning
confidence: 99%