IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v24y2014i2p257-273.html
   My bibliography  Save this article

Characterizing Twitter communication - a case study of international engineering academic units

Author

Listed:
  • Stuart Palmer

Abstract

Engineering academic units might engage with social media for a range of purposes including for general communication with students, staff, alumni, other important stakeholders and the wider community at large; for student recruitment and for marketing and promotion more generally. This paper presents an investigation into the use of Twitter by six engineering academic units internationally, using publicly available Twitter data over an 18-month period for analysis and visualization, to characterize the engagement by engineering academic units with one popular social media tool. Widely varying levels of activity were observed, from essentially undirected 'Megaphone' Tweeting, through to sustained and complex interactions with multiple external accounts. This work provides insights into how engineering academic units are using Twitter and how they might more effectively use the platform to achieve their individual objectives for institutional social media communications and marketing, and offers a methodology for future research.

Suggested Citation

  • Stuart Palmer, 2014. "Characterizing Twitter communication - a case study of international engineering academic units," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 257-273, December.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:257-273
    DOI: 10.1080/08841241.2014.907220
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2014.907220
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2014.907220?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Thomas J. Hayes & Doug Ruschman & Mary M. Walker, 2009. "Social Networking as an Admission Tool: A Case Study in Success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(2), pages 109-124, December.
    2. Efthymios Constantinides & Marc C. Zinck Stagno, 2011. "Potential of the social media as instruments of higher education marketing: a segmentation study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 7-24, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wejdan Abo-Alhija, 2021. "Action Research to Examine the Effects of Integrating Facebook, Twitter, and YouTube in Online Math Classes on Students' Engagement," Technium Social Sciences Journal, Technium Science, vol. 18(1), pages 146-157, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hiep-Hung Pham & Kelly Farrell & Huyen-Minh Vu & Quan-Hoang Vuong & Nancy K. Napier, 2017. "Using YouTube video to promote university: a content analysis," Working Papers CEB 17-004, ULB -- Universite Libre de Bruxelles.
    2. , Aisdl, 2020. "Using YouTube Videos to Promote Universities : A Content Analysis," OSF Preprints weh9t, Center for Open Science.
    3. Ma. Corazon C. Villanueva & Antonino F. Alejandro & Ghiezel D. Regala, 2024. "Effect of Food Vlogging on Attitudes and Purchase Intention of Diners’ Restaurant Selection," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 1673-1684, April.
    4. Mabić, Mirela & Gašpar, Dražena & Zovko, Jelena, 2018. "Higher Education Institutions in Bosnia and Herzegovina: Usage of Social Network Sites," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 160-167, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    5. Deni Adha Akbari & Eti Rochaety, 2023. "Analyzing the Impact of YouTube Watch Time on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 123-132, April.
    6. Mohamed Ahmed Mady & Said Baadel, 2020. "Technology-Enabled Learning (TEL): YouTube as a Ubiquitous Learning Aid," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 19(01), pages 1-16, March.
    7. Laura Saraite-Sariene & Juana Alonso-Cañadas & Federico Galán-Valdivieso & Carmen Caba-Pérez, 2019. "Non-Financial Information versus Financial as a Key to the Stakeholder Engagement: A Higher Education Perspective," Sustainability, MDPI, vol. 12(1), pages 1-19, December.
    8. repec:eur:ejserj:424 is not listed on IDEAS
    9. Dilek Penpece Demirer, 2022. "The Role of Content Strategy in Social Media on Brand Post’s Popularity: a Case of Higher Education Institutions in Turkey," Humanities Today: Proceedings Articles, Revistia Research and Publishing, vol. 1, htpr_v1_i.
    10. Kobby Mensah & Fortune Edem Amenuvor, 2022. "The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 190-205, September.
    11. Stathopoulou, Anastasia & Siamagka, Nikoletta-Theofania & Christodoulides, George, 2019. "A multi-stakeholder view of social media as a supporting tool in higher education: An educator–student perspective," European Management Journal, Elsevier, vol. 37(4), pages 421-431.
    12. Motta Joana & Barbosa Maria, 2018. "Social Media as a Marketing Tool for European and North American Universities and Colleges," Journal of Intercultural Management, Sciendo, vol. 10(3), pages 125-154, September.
    13. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    14. Muhammad Azim Uddin Sarder & Khawaja Mohammad Mustaqeem, 2024. "The Role of Social Media Marketing in Shaping Educational Institution Branding," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 4574-4588, October.
    15. Jose Luis Matarranz & Jesús García-Madariaga & Marisol Carvajal, 2024. "Approach to the sense of belonging: construct for the marketing of entrepreneurships in higher education," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2187-2207, September.
    16. Vilnai-Yavetz, Iris & Tifferet, Sigal, 2015. "A Picture Is Worth a Thousand Words: Segmenting Consumers by Facebook Profile Images," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 53-69.
    17. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:257-273. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.