Engaging Fans and the Community : Examining Factors Related to Interaction with Institutions of Higher Education

Professorship/Faculty: Juniorprofessur für Betriebswirtschaftslehre, insbesondere Marketing Intelligence ; Sales and Marketing  
Author(s): Brech, Felicitas; Messer, Uwe ; Vander Schee, Brian A.; Rauschnabel, Philipp A. ; Ivens, Björn Sven  
Title of the Journal: Journal of Marketing for Higher Education
ISSN: 0884-1241
Publisher Information: New York, NY : Routledge, Taylor & Francis
Year of publication: 2017
Volume: 27
Issue: 1
Pages: 112-130
Language(s): English
DOI: 10.1080/08841241.2016.1219803
Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings reveal the double-edged nature of community size: universities with a strong reputation tend to have more Facebook fans, but having many Facebook fans has detrimental effects on individual fan engagement. Furthermore, the frequency of updates is a crucial factor, as too frequent and too infrequent updates lead to lower levels of fan engagement. We discuss theoretical implications for online communities and derive implications for social media managers.
Keywords: Social media marketing, community engagement, higher education
Peer Reviewed: Ja
International Distribution: Ja
Document Type: Article
URI: https://fis.uni-bamberg.de/handle/uniba/43026
Year of publication: 29. January 2018