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TÜRKİYE’DEKİ ÜNİVERSİTELERİN TWITTER KULLANIMI: BİR İÇERİK ANALİZİ

Year 2023, , 267 - 279, 22.05.2023

Nevin Kortunay

https://doi.org/10.30794/pausbed.1198323
Cited By: 2

Abstract

Üniversiteler sosyal medyayı, mevcut öğrencilerle etkileşim, pazarlama, öğrenme ve öğretimi destekleme gibi farklı konularda kullanmaktadırlar. Bu çalışma Türkiye’deki üniversitelerin Twitter kullanımını pazarlama perspektifinden analiz etmeyi amaçlamaktadır. Çalışma için 40 üniversitenin (20 vakıf ve 20 devlet üniversitesi) Twitter hesabı incelenmiş ve 6 ay süreli veri ele alınmıştır. Incelenen paylaşımlar belirlenen kategoriler altında gruplandırılmıştır. Ayrıca sosyal medya paylaşımlarının içeriği ve sosyal medya kullanımlarının aktiflik düzeyi de incelenmiştir. Araştırmanın sonucunda tanıtıma yönelik paylaşımların diğer kategorilerden fazla olduğu görülmüştür. Bu da Twitter’ın üniversitelerce genelde pazarlama ve markalama için kullanıldığını ortaya çıkarmaktadır. Ayrıca üniversitelerin %40’ının Twitter’I aktif bir biçimde kullandıkları sonucuna ulaşılmıştır.

Keywords

Üniversiteler Pazarlama Sosyal Medya Twitter.

References

  • Akyazı, E. (2018) “Tercih Sürecinde Üniversitelerin Sosyal Medya Kullanımı”, International Journal of Social Sciences and Education Research, 4:4, 677-688.
  • Alexa, E.L., Alexa, M., & Stoica, C. M. (2012). “The Use of Online Marketing and Social Media in Higher Education Institutions in Romania”, Journal of Marketing Research & Case Studies, 1-9. doi:10.5171/2012.721221
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27.
  • Bélanger, C.H., Bali, S., Longden, B. (2014). “How Canadian Universities Use Social Media to Brand Themselves”, Tertiary Education And Management, 20:1, 14-29. doi: 10.1080/13583883.2013.852237.
  • Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How Large US Companies can use Twitter and Other Social Media to Gain Business value. MIS Quarterly Executive, 9(4).
  • Çakaröz, K. M. (2018). “Türkiye’deki Üniversitelerin Sosyal Medya Etkililik Düzeylerinin Belirlenmesi, Üçüncü Sektör Sosyal Ekonomi, 53(3):816-831. doi: 10.15659/3.
  • Çetin, R. (2004). “Planning and Implementing Institutional Image and Promoting Academic Programs in Higher Education”, Journal of Marketing for Higher Education, 13:1-2, 57-75. doi: 10.1300/J050v13n01_04.
  • Davis III, C.H.F., Deil-Amen, R., Rios-Aguilar, C., Canché G. M. S. (2015). “Social Media, Higher Education, and Community Colleges: A Research Synthesis and Implications for the Study of Two-Year Institutions”, Community College Journal of Research and Practice, 39:5, 409-422. doi: 10.1080/10668926.2013.828665
  • Hayes, T. J. (1993).”Image and the University”. Journal of Marketing for Higher Education, 4(1-2), 423-425.
  • Hochman, N. (2014). “The social media image”. Big Data & Society, 1(2), 2053951714546645
  • Kaplan, A.M., Haenlein, M.(2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, 53, 59-68. doi:10.1016/j.bushor.2009.09.003
  • Kietzmann, J.H., Hermkens, K., McCarthy, I. P., Silvestre, B.S. (2011). “Social media? Get Serious! Understanding the Functional Building Blocks of Social Media”, Business Horizons, (54), 241-251.
  • Kimmons, R., Veletsianos, G., Woodward, S. (2017). “Institutional Uses of Twitter in US Higher Education”, Innovative Higher Education, 42.2, 97-111. doi: 10.1007/s10755-016-9375-6.
  • Kittle, B., Ciba, D. (1999). “Using College Web Sites for Student Recruitment: A Relationship Marketing Study”, Journal of Marketing for Higher Education, 11(3), 17-37. doi: 10.1300/J050v11n03_02.
  • Linvill, D. L., McGee, S. E., Hicks, L. K. (2012). “Colleges’ and Universities’ Use of Twitter: A Content Analysis”. Public Relations Review, 38(4), 636-638.
  • Mangold, W. G., Faulds, D. J. (2009). Social Media: “The new Hybrid Element of the Promotion Mix”, Business Horizons, 52, 357-365.
  • Mollett, A., Moran, D., & Dunleavy, P. (2011). “Using Twitter in University Research, Teaching and Impact Activities”, LSE Research Online.
  • Okmeydan, B. S. (2020). “Üniversitelerin Sosyal Medya Kullanımı: İzmir’deki Devlet Ve Vakıf Üniversitelerinin Karşılaştırmalı Analizi”, Beykoz Akademi Dergisi, 8(1), 73-96. doi: 10.14514/BYK.m.26515393.2020.8/1.73-96
  • Palmer, S. (2013). “Characterisation of the Use of Twitter by Australian Universities”, Journal of Higher Education Policy and Management, 35:4, 333-344, doi: 10.1080/1360080X.2013.812029 Parr, C. H. R. I. S. (2014). “Top 100 Most İnfluential UK and US Universities on Twitter”. Times High Educ (THE).
  • Peranginangin, Y., & Alamsyah, A. (2015). “Social Engagement Analysis in Online Conversation of Indonesia Higher Education: Case study: Telkom university”, 3rd International Conference on Information and Communication Technology (ICoICT), 228-233.
  • Peruta, A., Shields, A. B., (2018). “Marketing Your University on Social Media: A Content Analysis of Facebook Post Types and Formats”, Journal of Marketing for Higher Education, 28:2, 175-191. doi: 10.1080/08841241.2018.1442896.
  • Reuben, R. (2008). “The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education”, (academia.edu).
  • Salem, O. (2020). “Socıal Media Marketing In Higher Education Institutions”. SEA: Practical Application of Science, 8(2), 191-197.
  • Salomon, D. (2013). “Moving on From Facebook: Using Instagram to Connect with Undergraduates and Engage in Teaching and Learning”, College & Research Libraries News, 74(8), 408-412.
  • Selwyn, N. (2012). “Social Media in Higher Education”. The Europa World of Learning, 1(3), 1–10.
  • Shirky, C. (2011). “The political power of social media: Technology, the public sphere, and political change”. Foreign affairs, 28-41.
  • Stuart, E., Thelwall, M., & Stuart, D. (2019). “Which image types do universities tweet?”, https://wlv.openrepository.com/handle/2436/622500 (12.10.2019)
  • Veletsianos, G., Kimmons, R., Shaw, A., Pasquini, L., Woodward, S. (2017). “Selective openness, branding, broadcasting, and promotion: Twitter use in Canada’s public universities”, Educational Media International, 54(1), 1-19. doi: 10.1080/09523987.2017.1324363
  • Voss, K. A., Kumar, A. (2013). “The value of social media: are universities successfully engaging their audience?”, Journal of Applied Research in Higher Education, 5:2, 156-172. doi 10.1108/JARHE-11-2012-0060
  • Waters, R.D., Jamal, J.Y. (2011). “Tweet, tweet, tweet: A Content Analysis of Nonprofit Organizations’ Twitter Updates”, Public Relations Review, 37 (3), 321-324.
  • Williams, R., Omar, M. (2013). “Applying Brand Management to Higher Education Through the Use of the Brand Flux Model™ – the Case of Arcadia University”, Journal of Marketing for Higher Education, 24:2, 222- 242, doi: 10.1080/08841241.2014.973471.
  • Yolcu, Ö. (2013). “Twıtter Usage of Unıversıtıes in Turkey”, The Turkish Online Journal of Educational Technology, 12:2, 360-371.
  • Yücel, E., Yücel, K.E. (2022). “Evaluation of Socıal Media Usage Of Unıversities in Turkey: A Qualitative Application For Twitter Posts”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24:1, 167-185. https://doi.org/10.16953/deusosbil.1034520
  • https://www.4icu.org/top-universities-twitter/ access: 14.05.2022),
  • https://www.omnicoreagency.com/twitter-statistics/ access: 10.06.2020).
  • https://www.statista.com/topics/737/twitter/#dossierKeyfigures/ access: 15.04.2022)
  • https://www.statista.com/topics/737/twitter/#dossierKeyfigures/ access: 20.10.2020).

TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS

Year 2023, , 267 - 279, 22.05.2023

Nevin Kortunay

https://doi.org/10.30794/pausbed.1198323
Cited By: 2

Abstract

Universities have became to use social media for various reasons. These are marketing, communicating with their students, and for supporting education facilities. The aim of this study is to analyse the usage of Twitter by universities in Turkey from a marketing perspective. Official Twitter accounts of 40 universities (20 of them are state universities, 20 of them are foundation universities) analysed by Nvivo 11 for the study. Qualitative data was collected for six months. These tweets were categorised under defined groups. Also the content of social media conversations and the interactivity of Twitter usage were analysed. Findings show that the ratio of promotional tweets is higher when compared to other groups reveals that Twitter accounts of universities were mostly used for marketing and branding. Another result is 40% of both state and foundation universities are qualified for active category.

Keywords

Universities Marketing Social Media Twitter.

References

  • Akyazı, E. (2018) “Tercih Sürecinde Üniversitelerin Sosyal Medya Kullanımı”, International Journal of Social Sciences and Education Research, 4:4, 677-688.
  • Alexa, E.L., Alexa, M., & Stoica, C. M. (2012). “The Use of Online Marketing and Social Media in Higher Education Institutions in Romania”, Journal of Marketing Research & Case Studies, 1-9. doi:10.5171/2012.721221
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27.
  • Bélanger, C.H., Bali, S., Longden, B. (2014). “How Canadian Universities Use Social Media to Brand Themselves”, Tertiary Education And Management, 20:1, 14-29. doi: 10.1080/13583883.2013.852237.
  • Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How Large US Companies can use Twitter and Other Social Media to Gain Business value. MIS Quarterly Executive, 9(4).
  • Çakaröz, K. M. (2018). “Türkiye’deki Üniversitelerin Sosyal Medya Etkililik Düzeylerinin Belirlenmesi, Üçüncü Sektör Sosyal Ekonomi, 53(3):816-831. doi: 10.15659/3.
  • Çetin, R. (2004). “Planning and Implementing Institutional Image and Promoting Academic Programs in Higher Education”, Journal of Marketing for Higher Education, 13:1-2, 57-75. doi: 10.1300/J050v13n01_04.
  • Davis III, C.H.F., Deil-Amen, R., Rios-Aguilar, C., Canché G. M. S. (2015). “Social Media, Higher Education, and Community Colleges: A Research Synthesis and Implications for the Study of Two-Year Institutions”, Community College Journal of Research and Practice, 39:5, 409-422. doi: 10.1080/10668926.2013.828665
  • Hayes, T. J. (1993).”Image and the University”. Journal of Marketing for Higher Education, 4(1-2), 423-425.
  • Hochman, N. (2014). “The social media image”. Big Data & Society, 1(2), 2053951714546645
  • Kaplan, A.M., Haenlein, M.(2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, 53, 59-68. doi:10.1016/j.bushor.2009.09.003
  • Kietzmann, J.H., Hermkens, K., McCarthy, I. P., Silvestre, B.S. (2011). “Social media? Get Serious! Understanding the Functional Building Blocks of Social Media”, Business Horizons, (54), 241-251.
  • Kimmons, R., Veletsianos, G., Woodward, S. (2017). “Institutional Uses of Twitter in US Higher Education”, Innovative Higher Education, 42.2, 97-111. doi: 10.1007/s10755-016-9375-6.
  • Kittle, B., Ciba, D. (1999). “Using College Web Sites for Student Recruitment: A Relationship Marketing Study”, Journal of Marketing for Higher Education, 11(3), 17-37. doi: 10.1300/J050v11n03_02.
  • Linvill, D. L., McGee, S. E., Hicks, L. K. (2012). “Colleges’ and Universities’ Use of Twitter: A Content Analysis”. Public Relations Review, 38(4), 636-638.
  • Mangold, W. G., Faulds, D. J. (2009). Social Media: “The new Hybrid Element of the Promotion Mix”, Business Horizons, 52, 357-365.
  • Mollett, A., Moran, D., & Dunleavy, P. (2011). “Using Twitter in University Research, Teaching and Impact Activities”, LSE Research Online.
  • Okmeydan, B. S. (2020). “Üniversitelerin Sosyal Medya Kullanımı: İzmir’deki Devlet Ve Vakıf Üniversitelerinin Karşılaştırmalı Analizi”, Beykoz Akademi Dergisi, 8(1), 73-96. doi: 10.14514/BYK.m.26515393.2020.8/1.73-96
  • Palmer, S. (2013). “Characterisation of the Use of Twitter by Australian Universities”, Journal of Higher Education Policy and Management, 35:4, 333-344, doi: 10.1080/1360080X.2013.812029 Parr, C. H. R. I. S. (2014). “Top 100 Most İnfluential UK and US Universities on Twitter”. Times High Educ (THE).
  • Peranginangin, Y., & Alamsyah, A. (2015). “Social Engagement Analysis in Online Conversation of Indonesia Higher Education: Case study: Telkom university”, 3rd International Conference on Information and Communication Technology (ICoICT), 228-233.
  • Peruta, A., Shields, A. B., (2018). “Marketing Your University on Social Media: A Content Analysis of Facebook Post Types and Formats”, Journal of Marketing for Higher Education, 28:2, 175-191. doi: 10.1080/08841241.2018.1442896.
  • Reuben, R. (2008). “The Use of Social Media in Higher Education for Marketing and Communications: A Guide for Professionals in Higher Education”, (academia.edu).
  • Salem, O. (2020). “Socıal Media Marketing In Higher Education Institutions”. SEA: Practical Application of Science, 8(2), 191-197.
  • Salomon, D. (2013). “Moving on From Facebook: Using Instagram to Connect with Undergraduates and Engage in Teaching and Learning”, College & Research Libraries News, 74(8), 408-412.
  • Selwyn, N. (2012). “Social Media in Higher Education”. The Europa World of Learning, 1(3), 1–10.
  • Shirky, C. (2011). “The political power of social media: Technology, the public sphere, and political change”. Foreign affairs, 28-41.
  • Stuart, E., Thelwall, M., & Stuart, D. (2019). “Which image types do universities tweet?”, https://wlv.openrepository.com/handle/2436/622500 (12.10.2019)
  • Veletsianos, G., Kimmons, R., Shaw, A., Pasquini, L., Woodward, S. (2017). “Selective openness, branding, broadcasting, and promotion: Twitter use in Canada’s public universities”, Educational Media International, 54(1), 1-19. doi: 10.1080/09523987.2017.1324363
  • Voss, K. A., Kumar, A. (2013). “The value of social media: are universities successfully engaging their audience?”, Journal of Applied Research in Higher Education, 5:2, 156-172. doi 10.1108/JARHE-11-2012-0060
  • Waters, R.D., Jamal, J.Y. (2011). “Tweet, tweet, tweet: A Content Analysis of Nonprofit Organizations’ Twitter Updates”, Public Relations Review, 37 (3), 321-324.
  • Williams, R., Omar, M. (2013). “Applying Brand Management to Higher Education Through the Use of the Brand Flux Model™ – the Case of Arcadia University”, Journal of Marketing for Higher Education, 24:2, 222- 242, doi: 10.1080/08841241.2014.973471.
  • Yolcu, Ö. (2013). “Twıtter Usage of Unıversıtıes in Turkey”, The Turkish Online Journal of Educational Technology, 12:2, 360-371.
  • Yücel, E., Yücel, K.E. (2022). “Evaluation of Socıal Media Usage Of Unıversities in Turkey: A Qualitative Application For Twitter Posts”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24:1, 167-185. https://doi.org/10.16953/deusosbil.1034520
  • https://www.4icu.org/top-universities-twitter/ access: 14.05.2022),
  • https://www.omnicoreagency.com/twitter-statistics/ access: 10.06.2020).
  • https://www.statista.com/topics/737/twitter/#dossierKeyfigures/ access: 15.04.2022)
  • https://www.statista.com/topics/737/twitter/#dossierKeyfigures/ access: 20.10.2020).
There are 37 citations in total.

Details

Primary Language English
Subjects Finance
Journal Section Articles
Authors

Nevin Kortunay 0000-0003-1402-1446

Early Pub Date May 10, 2023
Publication Date May 22, 2023
Acceptance Date January 23, 2023
Published in Issue Year 2023

Cite

APA Kortunay, N. (2023). TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(56), 267-279. https://doi.org/10.30794/pausbed.1198323
AMA Kortunay N. TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS. PAUSBED. May 2023;(56):267-279. doi:10.30794/pausbed.1198323
Chicago Kortunay, Nevin. “TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 56 (May 2023): 267-79. https://doi.org/10.30794/pausbed.1198323.
EndNote Kortunay N (May 1, 2023) TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 56 267–279.
IEEE N. Kortunay, “TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS”, PAUSBED, no. 56, pp. 267–279, May 2023, doi: 10.30794/pausbed.1198323.
ISNAD Kortunay, Nevin. “TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 56 (May 2023), 267-279. https://doi.org/10.30794/pausbed.1198323.
JAMA Kortunay N. TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS. PAUSBED. 2023;:267–279.
MLA Kortunay, Nevin. “TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 56, 2023, pp. 267-79, doi:10.30794/pausbed.1198323.
Vancouver Kortunay N. TURKISH UNIVERSITIES’ USE OF TWITTER: A CONTENT ANALYSIS. PAUSBED. 2023(56):267-79.

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