Engaging users on university Facebook pages: insights from the uses and gratifications theory and post characteristics

This study examines how post characteristics impact user engagement on university Facebook pages. We analysed 5,825 posts from 155 Vietnamese universities over 36 days using multilevel mixed-effects negative binomial regression. The study focuses on content types (hedonic, utilitarian and social, ba...

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Principais autores:	Huong Que Hoang, Khoa Tien Tran, Tri Dinh Le
פורמט:	Artigo
שפה:	Inglês
יצא לאור:	Taylor & Francis Group 2024-12-01
סדרה:	Cogent Social Sciences
נושאים:	Social media user engagement uses and gratifications theory higher education institutions Facebook Communication Theory
גישה מקוונת:	https://www.tandfonline.com/doi/10.1080/23311886.2024.2402086
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