The Role of Content Strategy in Social Media on Brand Post’s Popularity: A Case of Higher Education Institutions in Turkey

Abstract

The highly competitive higher education market has turned to branding as a solution for dealing with today's global challenges. One important tool of a sustainable brand strategy involves forming brand fan pages and attracting followers on social networking web sites. Implementing effective content strategy on brands' fan pages can help to form and foster relationships with the target group. Thus the aim of this study is to understand the role that content strategy in social networking web sites plays in determining the popularity of brand posts' created by leading higher education institutions in Turkey. Results indicate that the top ten higher education institutions in Turkey most commonly made posts representing the Text + image + link content type. The majority of posts to community members were created by the institutions themselves, involved university news and were primarily made on weekdays between noon and 18:00. Additionally, MANOVA analyses were conducted to investigate the role of various elements of content strategy on brand posts' popularity. Results indicate that content type, content agility, content context, posting type, and posting day significantly impact the number of likes, shares and comments, which are indicators of brand posts' popularity.

The role of social media engagement in building relationship quality and brand performance in higher education marketing

“…Information quantity refers to the quantity of comments, electronic word of mouth reviews and number of "like" (Song et al, 2021). In the context social media engagement of HEIs, the information content influenced the number of comments, shares and likes, serve as important indicators for brand posts' popularity (Demirer, 2017). Furthermore, the quantity of information produced by user reviews impact the higher trust as dimension of relationship quality (Do-Hyung et al, 2007).…”

“…Previous research studies have explored the social media engagement in HEM in the aspect of relationship quality (Clark et al, 2016), relationship development and communication (Lund, 2019), strategy development (Kumar and Nanda, 2018) and content strategy (Demirer, 2017). Rutter et al (2016) stressed that future research should explore the social media engagement effectiveness on branding performance in the HEM context.…”

Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

“…Penelitian sebelumnya, (Demirer, 2017) berfokus pada analisis konten yang mencakup teks, gambar, video dan jenis konten lainnya. Penelitian mendukung pernyataan sebelumnya dengan mendeskripsikan format dan topik dari Institusi Pendidikan Tinggi terkemuka di Amerika Serikat.…”