Insights into user engagement on social media. Case study of a higher education institution

References

• Adell Segura, J., Castañeda Quintero, L., & Esteve Mon, F. (2018). ¿Hacia la Ubersidad? Conflictos y contradicciones de la universidad digital. RIED. Revista Iberoamericana de Educación a Distancia, 21(2), 51–68.
   Google Scholar
• Amer, B., & Amer, T. S. (2018). Use of pinterest to promote teacher-student relationships in a higher education computer information systems course. Journal of the Academy of Business Education, 19, 132–141.
   Google Scholar
• Arvidsson, A. (2006). Brands: Meaning and value in media culture. London: Routledge.
   Google Scholar
• Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media Metrics. International Journal of Integrated Marketing Communications, Spring, 64–76.
   Google Scholar
• Bayraktaroğlu, G., & Aykol, B. (2008). Comparing the effect of online word-of-mouth communication versus print advertisements on intentions using experimental design. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 8(1), 69–86.
   Google Scholar
• Benson, V., & Morgan, S. (2018). Measuring the social impact: How social media affects higher education institutions. In Social media marketing: Breakthroughs in research and practice (pp. 1167–1184). Hershey, PA: IGI Global.
   Google Scholar
• Berman, N. (2018). The use of social networks in a higher education establishment. In SHS Web of Conferences (Vol. 55, p. 03003). EDP Sciences. doi: 10.1051/shsconf/20185503003
   Google Scholar
• Brown, M. T. (2003). An analysis on online marketing in the sport industry: User activity, communication objectives, and perceived benefits. Sport Marketing Quarterly, 12(1), 48–55.
   Google Scholar
• Buhalis, D., & Mamalakis, E. (2015). Social media return on investment and performance evaluation in the Hotel industry context. In Information and communication technologies in Tourism 2015 (pp. 241–253). Cham: Springer.
   Google Scholar
• Carah, N., & Shaul, M. (2015). Brands and instagram: Point, tap, swipe. Glance. Mobile Media & Communication, 4(1), 69–84. doi: 10.1177/2050157915598180
   Web of Science ®Google Scholar
• Clark, M., Fine, M. B., & Scheuer, C. L. (2017). Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. doi: 10.1080/08841241.2016.1269036
   Web of Science ®Google Scholar
• Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review, 88(12), 62–69.
   Web of Science ®Google Scholar
• Fitzgerald, H. E., Bruns, K., Sonka, S. T., Furco, A., & Swanson, L. (2019). The centrality of engagement in higher education. Building the Field of Higher Education Engagement: Foundational Ideas and Future Directions.
   Google Scholar
• Galan, M., Lawley, M., & Clements, M. (2015). Social media's use in postgraduate students’ decision-making journey: An exploratory study. Journal of Marketing for Higher Education, 25(2), 287–312. doi: 10.1080/08841241.2015.1083512
   Web of Science ®Google Scholar
• Garza Salgado, E., & Royo Vela, M. (2019). Brand fan pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty. Journal of Marketing for Higher Education, 29(1), 102–120. doi:10.1080/08841241. 2019.1605437
   Web of Science ®Google Scholar
• Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), 88–107. doi: 10.1287/isre.1120.0469
   Web of Science ®Google Scholar
• Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. doi: 10.1108/01409171211256578
   Google Scholar
• Ha, Y. I., Kwon, S., Cha, M., & Joo, J. (2017). Fashion conversation data on Instagram. In Eleventh International AAAI Conference on Web and Social Media.
   Google Scholar
• Heffernan, V. (2013). Instagram. Wired, 21(5), 94.
   Google Scholar
• Higher Education Marketing. (2018). Using Instagram Ads for higher education: A how-to for schools. Retrieved from https://www.higher-education-marketing.com/blog/ instagram-ads-higher-education-how-to-schools
   Google Scholar
• Hobsons. (2017). International student survey 2017: The changing dynamics of international student recruitment. Retrieved from https://www.hobsons.com/ resources/entry/white-paper-international-student-survey-2017-welcoming-the-world
   Google Scholar
• Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41–49.
   Web of Science ®Google Scholar
• Hortigüela-Alcalá, D., Sánchez-Santamaría, J., Pérez-Pueyo, A., & Abella-García, V. (2019). Social networks to promote motivation and learning in higher education from the students’ perspective. Innovations in Education and Teaching International. doi:10.1080/14703297.2019. 1579665
   Web of Science ®Google Scholar
• Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: A first analysis of Instagram photo content and user types. In Proceedings of the Eight International AAAI Conference on Weblogs and Social Media ICWSM 2014, 595–598. The AAAI Press.
   Google Scholar
• Huang, Y., Hlongwane, N., & Kao, L. (2018). Using sentiment analysis to determine users’ likes on Twitter. IEEE 16th Intl Conf on Dependable, Autonomic and Secure Computing, 16th Intl Conf on Pervasive Intelligence and Computing, 4th Intl Conf on Big Data Intelligence and Computing and Cyber Science and Technology Congress. doi: 10.1109/DASC/PiCom/DataCom
   Google Scholar
• Instagram. (2018). Universitat de Barcelona. Retrieved from https://www.instagram.com/unibarcelona/? hl=es
   Google Scholar
• John, L., Emrich, O., Gupta, S., & Norton, M. (2017). Does liking lead to loving? The Impact of Joining a Brand Social Network on Marketing Outcomes. Journal of Marketing Research, 54(1). doi.org/10.1509/jmr.14.0237
   Google Scholar
• Kinsky, E. S., Freberg, K., Kim, C., Kushin, M., & Ward, W. (2016). Hootsuite University: Equipping academics and future PR professionals for social media success. Public Relations Education. Retrieved from http://aejmc.us/jpre/wp-content/uploads/sites/ 25/2016/02/JPRE-2-1Full_Journal_ All_ Articles.pdf#page=3
   Google Scholar
• Kraut, R., Fish, R., Root, R., & Chalfonte, B. (1990). Informal comunication in organizations: Forma, function, and technology. In S. Oskamp & S. Spacapan (Eds.), Human Reactions to technology: The claremont symposium on applies social psychology (pp. 145–149). Beverly Hills, CA: Sage Publications.
   Google Scholar
• Kraut, R., Kiesler, S., Bonevar, B., Cumming, J., & Helgeson, V. (2001). Internet paradox revisited. Journal of Social Issues, 58, 49–74.
   Web of Science ®Google Scholar
• Krippendorff, K. (2004). Content analysis: An introduction to its methodology. Newbury Park, CA: Sage.
   Google Scholar
• Kursuncu, U., Gaur, M., Lokala, U., Thirunarayan, K., Sheth, A., & Arpinar, I. B. (2019). Predictive analysis on Twitter: Techniques and applications. In Emerging research challenges and opportunities. Computational social network analysis and Mining (pp. 67–104). Cham: Springer.
   Google Scholar
• Le, T. D., Dobele, A. R., & Robinson, L. J. (2019). Information sought by prospective students from social media electronic word-of-mouth during the university choice process. Journal of Higher Education Policy and Management, 41(1), 18–34. doi: 10.1080/1360080X.2018.1538595
   Web of Science ®Google Scholar
• Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131. doi: 10.1287/mnsc.2017.2902
   Web of Science ®Google Scholar
• Malthouse, E. C., & Calder, B. J. (2011). Comment: Engagement and experiences: Comment on Brodie, Hollenbeek, Juric, and Ilic (2011). Journal of Service Research, 14(3), 277–279. doi: 10.1177/1094670511414584
   Web of Science ®Google Scholar
• Men, L. R., & Tsai, W. H. S. (2014). Perceptual, attitudinal, and behavioral outcomes of organization–public engagement on corporate social networking sites. Journal of Public Relations Research, 26(5), 417–435. doi: 10.1080/1062726X.2014.951047
   Web of Science ®Google Scholar
• Missaghian, R., & Pizarro Milian, R. (2018). A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education. Journal of Marketing for Higher Education, 1–20. doi: 10.1080/08841241.2018.1549183
   Web of Science ®Google Scholar
• Moghavvemi, S., Sulaiman, A., Jaafar, N. I., & Kasem, N. (2018). Social media as a complementary learning tool for teaching and learning: The case of youtube. The International Journal of Management Education, 16(1), 37–42. doi:10.1016/j.ijme. 2017.12.001
   Web of Science ®Google Scholar
• Munnukka, J., & Järvi, P. (2014). Perceived risk and risk management of social media in an organizational context. Electronic Markets, 24(3), 219–229.
   Web of Science ®Google Scholar
• Opoku, R., Abratt, R., & Pitt, L. (2006). Communicating brand personality: Are the websites doing the talking for the top South African business schools? Journal of Brand Management, 14(1), 20–39.
   Google Scholar
• Park, H., & Cho, H. (2012). Social network online communities: Information sources for apparel shopping. Journal of Consumer Marketing, 29(6), 400–411.
   Google Scholar
• Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics – a framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298. doi: 10.1016/j.intmar.2013.09.007
   Web of Science ®Google Scholar
• Pringle, J., & Fritz, S. (2018). The university brand and social media: Using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29(1), 19–44. doi: 10.1080/08841241.2018.1486345
   Web of Science ®Google Scholar
• Robinson, S., Wheeler, R., & Damron, T. (2019). Higuer education institutional use of Instagram. Copyright 2019 by Institute for Global Business Research, Nashville, TN, USA, 184.
   Google Scholar
• Salomon, D. (2013). Moving on from Facebook: Using Instagram to connect with undergraduates and engage in teaching and learning. College & Research Libraries News, 74(8), 408–412.
   Google Scholar
• Schultz, C. D. (2016). Insights from consumer interactions on a social networking site: Findings from six apparel retail brands. Electronic Markets, 26, 203–217.
   Web of Science ®Google Scholar
• Shields, A., & Peruta, A. (2018). Social media and the university decision. Do prospective students really care? Journal of Marketing for Higher Education, 29(1), 67–83. doi: 10.1080/08841241.2018.1557778
   Web of Science ®Google Scholar
• Smedescu, D. A. (2014). Using social media marketing in higher education. Romanian Journal of Marketing, 1, 77–80.
   Google Scholar
• Stamp, R. (2004). The new challenge of branding buy-in. Education News, Winter 2004, 7. Euro RSCG Riley.
   Google Scholar
• Statista. (2019). Instagram - Statistics & Facts, Retrieved from https://www.statista.com/ topics/1882/instagram/
   Google Scholar
• TrackMaven. (2017). The 2017 Marketing Analytics Performance Report. Washington D.C.
   Google Scholar
• Uncles, M. D. (2018). Directions in higher education: A marketing perspective. Australasian Marketing Journal, 26(2), 187–193. doi:10.1016/j.ausmj. 2018.05.009
   Web of Science ®Google Scholar
• UNESCO. (2017). Mobile learning week. Montreal: UNESCO.
   Google Scholar
• Universia. (2016). The best international universities are on Instagram. Retrieved from http://noticias.universia.es/educacion/noticia/2016/04/29/1138782/mejores-universidades-internacionales-instagram.html
   Google Scholar
• Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International. Journal of Business and Management, 8(14), 66–79. doi: 10.5539/ijbm.v8n14p66
   Google Scholar
• Wellman, B. (2001). Physical place and cyberplace: Changing portals and the rise of networked individualism. International Journal of Urban and Regional Research, 25(2), 227–252.
   Web of Science ®Google Scholar
• Wheels, S. (2014). Personal devices in higher education. Retrieved from http://steve-wheeler.blogspot.mx/2014/04/personal-devices-inhigher-education.html
   Google Scholar
• Whiting, A., & Deshpande, A. (2014). Social media marketing: A Myth or a Necessity. Journal of Applied Business & Economics, 16(5), 74–81.
   Google Scholar