References
- Alalwan, A. A., Rana, N., Dwivedi, K. Y., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34, 1177–1190. https://doi.org/https://doi.org/10.1016/j.tele.2017.05.008
- Alsufyan, K. N., & Aloud, M. (2017). The state of social media engagement in Saudi universities. Journal of Applied Research in Higher Education, 9(2), 267–303. https://doi.org/https://doi.org/10.1108/JARHE-01-2016-0001
- Aparicio-Martínez, P., Perea-Moreno, A. J., Martinez-Jimenez, M. P., Suarez-Varela Varo, I., & Vaquero-Abellán, M. (2017). Social networks’ unnoticed influence on body image in Spanish university students. Telematics and Informatics, 34, 1685–1692. https://doi.org/https://doi.org/10.1016/j.tele.2017.08.001
- Ariel, Y., & Avidar, R. (2015). Information, interactivity, and social media. Atlantic Journal of Communication, 1, 19–30. https://doi.org/https://doi.org/10.1080/15456870.2015.972404
- Azoury, N., Daou, L., & El Khoury, C. (2014). University image and its relationship to student satisfaction – case of the Middle Eastern private business school. International Strategic Management Review, ScienceDirect, 2, 1–8. https://doi.org/https://doi.org/10.1016/j.ism.2014.07.001.
- Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55, 261–271. https://doi.org/https://doi.org/10.1016/j.bushor.2012.01.007
- Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787–803. https://doi.org/https://doi.org/10.1108/OIR-03-2012-0054
- Bowden, J. L.-H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/https://doi.org/10.2753/MTP1069-6679170105
- Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6), 775–792. https://doi.org/https://doi.org/10.1108/14684520710841766
- Creswell, J. W. (2014). Research design. SAGE.
- Cronin, M. A. (2016). Reputational capital in ‘the PR University’: public relations and market rationalities. Journal of Cultural Economy, 9(4), 396–409. https://doi.org/https://doi.org/10.1080/17530350.2016.1179663
- Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/https://doi.org/10.1007/s13278-013-0098-8
- Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69, 3049–3057. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.020
- De Vierman, M., Cauberghe, V., Hudders, L., & De Pelsmacker, P. (2017). Consumers’ motivations for lurking and posting in brand communities on social networking sites. In S. Rodgers, & E. Thorson (Eds.), Digital advertising (pp. 207–221). Routledge.
- Eger, L., Klement, M., Tomczyk, L., Pisoňová, M., & Petrová, G. (2018). Different user groups of University students and their ICT competence: Evidence from three countries in Central Europe. Journal of Baltic Science Education, 17(5), 851–866. http://www.scientiasocialis.lt/jbse/files/pdf/vol17/851-866.Eger_JBSE_Vol.17_No.5.pdf doi: https://doi.org/10.33225/jbse/18.17.851
- EHEA. (2018). European higher education area and bologna process. Retrieved September 5, 2018 from http://www.ehea.info/
- Eurostat. (2018). Digital Economy & Society in the EU. Retrieved March 20, 2019, from https://ec.europa.eu/eurostat/cache/infographs/ict/2018/index.html
- Facebook. (2017). What does it mean to “Like” something? Facebook.com. Retrieved March 20, 2019, from https://www.facebook.com/help/110920455663362
- Feehan, B. (2018). 2018 Social Media Industry Benchmark Report. Rival IQ. Retrieved October 30, 2018 from https://www.rivaliq.com/blog/2018-social-media-industry-benchmark-report/
- Frederick, E., Pegoraro, A., & Smith, L. R. (2019). An examination of Michigan State University’s image repair via Facebook and the public response following the Larry Nassar scandal. Communication & Sport, 1–22. https://doi.org/https://doi.org/10.1177/2167479519852285
- Frunzaru, V., & Botan, M. (2015). Social networking websites usage and life satisfaction: A study of materialist values shared by Facebook users. Romanian Journal of Communication and Public Relations, 17(2), 43–50. https://doi.org/https://doi.org/10.21018/rjcpr.2015.2.24
- Gensler, S., Völcker, F., Liu-Tompkins, Y., & Wiertz, S. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/https://doi.org/10.1016/j.intmar.2013.09.004
- Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/https://doi.org/10.1016/j.ijresmar.2015.06.004
- Ji, G. C., Li, C., North, M., & Liu, J. (2017). Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation? Public Relations Review, 43, 201–210. https://doi.org/https://doi.org/10.1016/j.pubrev.2016.12.004
- Junco, R. (2012). The relationship between frequency of Facebook use, participation in Facebook activities, and student engagement. Computers & Education, 58(1), 162–171. https://doi.org/https://doi.org/10.1016/j.compedu.2011.08.004
- Jurášková, O., Jiříková, M., & Kocourek, J. (2015). Brand building of a University as an integral part of the educational process. Turkish Online Journal of Educational Technology, (2), 100–105.
- Kelleher, T., & Sweetser, K. (2012). Social media adoptions among university communicators. Journal of Public Relations Research, 24(2), 105–122. https://doi.org/https://doi.org/10.1080/1062726X.2012.626130
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based equity. Journal of Marketing, 57, 1–22. doi: https://doi.org/10.1177/002224299305700101
- Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson.
- Khanna, M., Jacob, J. I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. https://doi.org/https://doi.org/10.1080/08841241.2014.920460
- Kim, C., & Yang, S.-U. (2017). Like, comment, and share on Facebook: How each behaviour differs from other. Public Relations Review, 43, 441–449. https://doi.org/https://doi.org/10.1016/j.pubrev.2017.02.006
- Kohring, M., Marcinkowski, F., Lindner, C., & Karis, S. (2013). Media orientation of German university decision makers and the executive influence of public relations. Public Relations Review, 39, 171–177. https://doi.org/https://doi.org/10.1016/j.pubrev.2013.01.002
- Lowrie, A. (2007). Branding higher education: Equivalence and difference in developing identity. Journal of Business Research, 69(9), 990–999. https://doi.org/https://doi.org/10.1016/j.jbusres.2007.01.024
- Lund, B. (2019). Universities engaging media users: An investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes. Journal of Marketing for Higher Education, Published online: 16 Jul 2019. https://doi.org/https://doi.org/10.1080/08841241.2019.1641875
- Luque-Martínez, T., & Del Barrio-García, S. (2009). Modelling university image: The teaching staff viewpoint. Public Relations Review, 35, 325–327. https://doi.org/https://doi.org/10.1016/j.pubrev.2009.03.004
- Mangold, G. W., & Faulds, J. D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizonts, 52, 357–365. https://doi.org/https://doi.org/10.1016/j.bushor.2009.03.002
- Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/https://doi.org/10.1016/j.jbusres.2009.05.014
- Netvizz (2018). Retrieved June 5, 2018, from https://apps.facebook.com/107036545989762/
- Opoku, A. R., Hultman, M., & Saheli-Sangari, E. (2008). Positioning in market space: The evaluation of Swedish universities’ online brand personalities. Journal of Marketing for Higher Education, 18(1), 124–144. https://doi.org/https://doi.org/10.1080/08841240802100386
- Palmer, A., Koenig-Lewis, N., & Assad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69, 3033–3040. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.018.
- Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing Public Relations’ new best friend. Journal of Promotion Management, 18(3), 319–328. https://doi.org/https://doi.org/10.1080/10496491.2012.696458
- Pérez, P. J., & Torres, M. E. (2017). Evaluation of the organizational image of university in higher education institution. Contaduría y Administración, 62, 123–140. https://doi.org/https://doi.org/10.1016/j.cya.2016.01.007
- Peruta, A., & Shields, A. (2017). Social media in higher education: Understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27(1), 131–143. https://doi.org/https://doi.org/10.1080/08841241.2016.1212451
- Phu, B., & Gow, J. (2019). Facebook use and its association with subjective happiness and loneliness. Computers in Human Behavior, 92, 151–159. https://doi.org/https://doi.org/10.1016/j.chb.2018.11.020
- Rauschnabel, A. P., Krey, N., Babin, B., & Ivens, S. B. (2016). Brand management in higher education: The University brand personality scale. Journal of Business Research, 69, 3077–3086. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.023
- Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69, 3096–3104. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.01.025
- Schwartz, C. (2017). 2017 Social Media Industry Benchmark Report. Rival IQ. Retrieved October 30, 2018 from https://www.rivaliq.com/blog/2017-social-media-industry-benchmark-report/
- Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.12.050
- Smith, T. K. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499. https://doi.org/https://doi.org/10.1080/0965254X.2011.581383
- Srivastava, J., Saks, J., Weed, J. A., & Atkins, A. (2018). Engaging audiences on social media: Identifying relationships between message factors and user engagement on the American Cancer Society’s Facebook page. Telematics and Informatics, 35, 1832–1844. https://doi.org/https://doi.org/10.1016/j.tele.2018.05.011
- Strauss, J., & Frost, R. (2012). E-marketing. Pearson Education.
- Tajudeen, P. F., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55, 308–321. https://doi.org/https://doi.org/10.1016/j.im.2017.08.004
- THE. (2018). World University Rankings 2018, https://www.timeshighereducation.com/world-university-rankings/2018/world-ranking#!/page/0/length/25/sort_by/rank/sort_order/asc/cols/stats
- Tuten, T. L., & Solomon, M. R. (2015). Social media marketing (2nd ed.). Sage.
- Vendemia, M. A. (2017). When do consumers buy the company? Perceptions of interactivity in company-consumer interactions on social networking sites. Computers in Human Behavior, 71, 99–109. https://doi.org/https://doi.org/10.1016/j.chb.2017.01.046
- Voss, A. K., & Kumar, A. (2013). The value of social media: Are universities successfully engaging their audience? Journal of Applied Research in Higher Education, 5(2), 156–112. doi: https://doi.org/10.1108/JARHE-11-2012-0060
- Warner-Søderholm, G., Bertsch, A., Sawe, E., Lee, D., Wolfe, T., Meyer, J., Engel, J., & Fatilua, N. U. (2018). Who trust social media? Computers in Human Behavior, 81, 303–315. https://doi.org/https://doi.org/10.1016/j.chb.2017.12.026
- Wilson, E. R., Gosling, D. S., & Graham, T. L. (2012). A review of Facebook research in the social sciences. Perspectives on Psychological Science, 77(3), 203–220. https://doi.org/https://doi.org/10.1177/1745691612442904
- Wright, D. K., & Hinson, M. D. (2013). An updated examination of social and emerging media use in Public Relations practice: A longitudinal analysis between 2006 and 2013. The Public Relations Journal, 7(3), 1–39.
- Zell, A. L., & Moeller, L. (2018). Are you happy for me … on Facebook? The potential importance of “likes” and comments. Computers in Human Behavior, 78, 26–33. https://doi.org/https://doi.org/10.1016/j.chb.2017.08.050