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Using Social Media in Public Universities. A Research on the University of Bucharest, Romania

Author

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  • Alexandru GrigoraÈ™

    (“Alexandru Ioan Cuza†University of Iasi)

Abstract

During the last years, online marketing, especially social media marketing, has received increased attention in marketing for higher education. In this paper, we aim at gaining insight into the largest Romanian University’s online communication strategy during the 2019 admission campaign – University of Bucharest. Although there is a growing body of literature on online marketing campaigns in Western democracies, little research exists on using Social Media in an emergent economy like Romania. In order to take a closer look at the University’s online communication strategy, we conducted a content analysis on the posts published on the University’s Facebook page over the 4 weeks leading up to and during admission period. This study is the first of its kind and it indicates that the University is constantly trying to use dialogue and call to action messages in order to generate user engagement.

Suggested Citation

  • Alexandru GrigoraÈ™, 2020. "Using Social Media in Public Universities. A Research on the University of Bucharest, Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 644-650, August.
    • Handle: RePEc:ovi:oviste:v:xx:y:2020:i:1:p:644-650
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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/2020/Section%204/13.pdf
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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
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    More about this item

    Keywords

    higher education; Romania; social media; content analysis; public universities;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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