•  
  •  
 
Higher Learning Research Communications

Digital Object Identifier

https://doi.org/10.18870/hlrc.v15i1.1512

ORCID

0000-0001-9064-2071

Abstract

Objective: The purpose of this study is to understand how Thai public universities engage their stakeholders on X (the social media platform previously known as Twitter). This article answers the following research questions: 1) What are the X message strategies of six public universities? 2) Do they choose the most effective strategies to drive X engagement in terms of favorites and reposts?

Method: Data was automatically collected using anX analytic tool, and the potential variables were extracted semi-automatically using tools appropriate to text mining, sentiment analysis, word cloud, and so on. Posts from six universities in Thailand were investigated.

Results: The results show the keywords most often used by all universities and each university individually, the characteristics of posts at each university, and the influential factors embedded in posts employed by universities. The article suggests some revisions for each university’s strategy and guidessocial media administrators of Thai universities.

Conclusions: Top keywords from six universities include day, university, university name, etc. Months a post remains accessible, message length, and media type (text) significantly impact favorites at more than half of all universities, while months a post remains accessible, message length, media type (text, video), and sentiment (neutral, negative) positively or negatively influence repostsat more than half of all universities.

Implications: New factors, which have rarely been examined in the past, such as nouns or keywords in posts, are also studied. The study helps to understand and confirm the importance of different strategies for different target audiences.

Download

Share

COinS