The Relationship between Post Formats and Digital Engagement: A Study of the Facebook Pages of Mexican Universities

Hdl Handle:
http://hdl.handle.net/11285/611834
Title:
The Relationship between Post Formats and Digital Engagement: A Study of the Facebook Pages of Mexican Universities
Authors:
Valerio Ureña, Gabriel ( 0000-0002-4446-6801 ) ; Herrera Murillo, Dagoberto J. ( 0000-0002-6331-5929 ) ; Villanueva-Puente, Fernando; Herrera Murillo, Natalia; Rodríguez-Martínez, María del Carmen
Issue Date:
15/01/2015
Discipline:
Ciencias Sociales / Social Sciences
Abstract:
Abstract Higher education institutions have acknowledged the importance of social networks for multiple purposes, such as exploring innovative mechanisms for teaching-learning processes, colonizing new social communication channels and strengthening their institutional brand. The primary aim of this study was to identify the impact of various post formats on digital engagement in the context of the Facebook pages of some of the most important Mexican universities. It likewise sought to evaluate the use that universities made of each format. A quantitative methodology was used to analyse 31,590 content units posted by 28 universities, resulting in a total of 1,270,621 likes, 252,399 shares, and 80,620 comments on their respective Facebook pages. The study found that: a) there is a statistically significant relationship between a post’s format and the digital engagement it generates; b) while links are the least conducive format for boosting digital engagement, they are also the most frequently used; and c) although images usually boost digital engagement the most, only 18% of the studied universities chose this format first.
Keywords:
Post formats; Facebook pages; Digital engagement; Universities
Additional Links:
http://journals.uoc.edu/index.php/rusc/article/view/v12n1-valerio-herrera-villanueva-herrera-rodriguez
Type:
Artículo / Article
Appears in Collections:
Artículos de Revistas

Full metadata record

DC FieldValue Language
dc.contributor.authorValerio Ureña, Gabrielen
dc.contributor.authorHerrera Murillo, Dagoberto J.en
dc.contributor.authorVillanueva-Puente, Fernandoen
dc.contributor.authorHerrera Murillo, Nataliaen
dc.contributor.authorRodríguez-Martínez, María del Carmenen
dc.date.accessioned2016-06-06T15:24:47Z-
dc.date.available2016-06-06T15:24:47Z-
dc.date.issued15/01/2015-
dc.identifier.issn1698-580X-
dc.identifier.urihttp://dx.doi.org/10.7238/rusc.v12i1.1887-
dc.identifier.urihttp://hdl.handle.net/11285/611834-
dc.description.abstractAbstract Higher education institutions have acknowledged the importance of social networks for multiple purposes, such as exploring innovative mechanisms for teaching-learning processes, colonizing new social communication channels and strengthening their institutional brand. The primary aim of this study was to identify the impact of various post formats on digital engagement in the context of the Facebook pages of some of the most important Mexican universities. It likewise sought to evaluate the use that universities made of each format. A quantitative methodology was used to analyse 31,590 content units posted by 28 universities, resulting in a total of 1,270,621 likes, 252,399 shares, and 80,620 comments on their respective Facebook pages. The study found that: a) there is a statistically significant relationship between a post’s format and the digital engagement it generates; b) while links are the least conducive format for boosting digital engagement, they are also the most frequently used; and c) although images usually boost digital engagement the most, only 18% of the studied universities chose this format first.en
dc.language.isoenen
dc.relation.ispartofseriesvol. 12en
dc.relation.ispartofseriesNo 1en
dc.relation.urlhttp://journals.uoc.edu/index.php/rusc/article/view/v12n1-valerio-herrera-villanueva-herrera-rodriguezen
dc.rightsOpen Access-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.titleThe Relationship between Post Formats and Digital Engagement: A Study of the Facebook Pages of Mexican Universitiesen
dc.typeArtículo / Articleen
dc.contributor.departmentTecnologico de Monterreyen
dc.rights.holderThe Author(s)-
dc.date.updated2016-06-01T12:20:09Z-
dc.subject.keywordPost formatsen
dc.subject.keywordFacebook pagesen
dc.subject.keywordDigital engagementen
dc.subject.keywordUniversitiesen
dc.subject.disciplineCiencias Sociales / Social Sciences-
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