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

Alexandru GrigoraÈ™ ()
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Alexandru Grigoraș: “Alexandru Ioan Cuza†University of Iasi

Ovidius University Annals, Economic Sciences Series, 2020, vol. XX, issue 1, 644-650

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.

Keywords: higher education; Romania; social media; content analysis; public universities (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xx:y:2020:i:1:p:644-650

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