Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case

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dc.contributor.authorChala, Nina
dc.contributor.authorPichyk, Kateryna
dc.contributor.authorVoropai, Olga
dc.contributor.authorBilovodska, Olena
dc.date.accessioned2022-06-17T19:35:28Z
dc.date.available2022-06-17T19:35:28Z
dc.date.issued2021
dc.description.abstractThe current research aims at analyzing the social media activity of the universities in EaP countries. During the COVID-19 pandemic, universities had to transfer their education processes and enrollment campaigns online. University management had to introduce new tools for communication and interaction to ensure the efficacy of cooperation between the university community, students, teaching staff, and other stakeholders. In this research, the authors analyze which factors affected the dynamics and directions of customer engagement with Universities' social media and how. The authors propose a framework to reveal the role of countries' digital environment, educational environment, and university's SM activity in increasing ER of university stakeholders during the COVID-19 pandemic on Facebook and Instagram. The authors outline managerial proposals for universities, including analytics-based SM content creation and planning, communicating socially essential issues.en_US
dc.identifier.citationCustomer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case / Nina Chala, Kateryna Pichyk, Olga Voropai and Olena Bilovodska // International Scientific and Practical Conference "Sustainable Development in the Post-Pandemic Period" (SDPPP-2021). - 2021. - Vol. 126. - Article number 08001. - Р. 1-10. - https://doi.org/10.1051/shsconf/202112608001en_US
dc.identifier.urihttps://doi.org/10.1051/shsconf/202112608001
dc.identifier.urihttps://ekmair.ukma.edu.ua/handle/123456789/23107
dc.language.isoenuk_UA
dc.relation.sourceInternational Scientific and Practical Conference "Sustainable Development in the Post-Pandemic Period" (SDPPP-2021)en_US
dc.statusfirst publisheduk_UA
dc.subjectuniversities' social mediaen_US
dc.subjectCOVID-19en_US
dc.subjectFacebooken_US
dc.subjectInstagramen_US
dc.subjectconference materialsen_US
dc.titleCustomer Engagement with Universities’ Social Media after COVID-19: EaP Countries Caseen_US
dc.typeConference materialsuk_UA
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