Literaturnachweis - Detailanzeige
| Autor/inn/en | Brech, Felicitas M.; Messer, Uwe; Vander Schee, Brian A.; Rauschnabel, Philipp A.; Ivens, Bjoern S. |
|---|---|
| Titel | Engaging Fans and the Community in Social Media: Interaction with Institutions of Higher Education on Facebook |
| Quelle | In: Journal of Marketing for Higher Education, 27 (2017) 1, S.112-130 (19 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| DOI | 10.1080/08841241.2016.1219803 |
| Schlagwörter | Social Media; Higher Education; Interaction; School Community Relationship; Institutional Advancement; Stakeholders; Reputation; Mass Media Use; Mass Media Effects; Performance Factors; Web 2.0 Technologies; Transcripts (Written Records); Web Sites; Classification; Predictor Variables; Public Relations; Effect Size; Multiple Regression Analysis |
| Abstract | Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings reveal the double-edged nature of community size: universities with a strong reputation tend to have more Facebook fans, but having many Facebook fans has detrimental effects on individual fan engagement. Furthermore, the frequency of updates is a crucial factor, as too frequent and too infrequent updates lead to lower levels of fan engagement. We discuss theoretical implications for online communities and derive implications for social media managers. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2020/1/01 |
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