Universities engaging social media users : an investigation of quantitative relationships between universities' Facebook followers/interactions and university attributes

Social media has become essential for universities as a cost-effective and wide-reaching marketing tool. However, there is limited understanding of the factors that contribute to increased engagement and followership on university social media platforms. This study addresses this gap by examining the relationship between university attributes and social media engagement. The study emphasizes that universities use social media for marketing purposes to enhance their brand image and attract funding. Engagement on social media platforms like Facebook signifies a stronger relationship with stakeholders, leading to increased support. The study employs qualitative and quantitative methods to analyze post content and university attributes, respectively, to identify factors associated with higher engagement. The findings will inform university marketing strategies, allowing them to tailor their social media content to effectively engage students, alumni, and supporters, ultimately maximizing marketing impact and funding objectives