Abstract
This study investigates factors affecting social media users’ engagement on their affiliated organization’s official Instagram account. Although many organizations have various social media platforms, such as Instagram, X and/or Facebook accounts with thousands and millions of followers, some individuals have chosen not to engage. The current paper considers students’ engagement on their university’s Instagram account by applying Uses and Gratification Theory in which media gratifications students seek from engaging on social media platforms as individual level factors, and how students identified with their university, featuring Collective Identity theory, have influenced students engagement with the university in social media as societal level factors. While a university’s website may be the virtual equivalent to the university’s front door, social media platforms definitely second as a side door. It should help them improve engagement and interaction among students and other users, increasing student retention and the ability of universities to be competitive in the higher education marketplace.
Presenters
Jee Young ChungAssociate Professor, School of Journalism and Strategic Media, University of Arkansas-Fayetteville, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
SOCIAL MEDIA, INSTAGRAM, COLLEGE STUDENTS' ENGAGEMENT
