SHS Web Conf.
Volume 126, 2021International Scientific and Practical Conference “Sustainable Development in the Post-Pandemic Period” (SDPPP-2021)
|Number of page(s)||10|
|Section||Impact of the Pandemic on Financial, Labour, Educational and Commodity Markets|
|Published online||24 November 2021|
Customer Engagement with Universities’ Social Media after COVID-19: EaP Countries Case
1 National University of Kyiv Mohyla Academy, Marketing and Business Management Department, 04070, 2 Skovorody Street, Kyiv, Ukraine
2 Taras Shevchenko National University of Kyiv, Department of International Economics and Marketing, 01033, 60, Volodymyrska Street, Kyiv, Ukraine
* Corresponding author: email@example.com
The 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.
Key words: universities’ social media / COVID-19 / Facebook / Instagram
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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