Yükseköğretim Kurumlarinin Çok Paydaşli Yapisinda Sosyal Medya Marka Etkileşimi: Istanbul’daki Vakif Üniversiteleri Örneği
DOI:
https://doi.org/10.63556/tisej.2025.1479Anahtar Kelimeler:
sosyal medya marka etkileşimi- yükseköğretim kurumları- paydaşlar- sosyal medya stratejileri- InstagramÖzet
Yükseköğretim kurumlarının ticarileşmesi ve uluslararasılaşması, gelişmiş ve gelişmekte olan ülkelerde yükseköğretimde marka stratejilerinin kullanılmasını gerekli kılmaktadır. Sosyal medya platformları, yükseköğretim kurumlarının kurumsal markaların geliştirilmesine ve öğrenciler ile diğer paydaşlarla ilişki kurup bu ilişkileri sürdürebilecek etkileşim ortamlarının oluşturulmasına yardımcı olarak çeşitli fırsatlar sunmaktadır. Bu çalışma, öğrencileri ve potansiyel öğrencileri temel analiz birimi olarak ele almak yerine, yükseköğretim kurumlarının gelişmekte olan bir pazarda farklı paydaşlarla etkileşim kurmak amacıyla sosyal medya içeriğini nasıl oluşturduklarına odaklanmaktadır. İstanbul’daki ilk yirmi vakıf üniversitesine ait Instagram verileri dört aylık bir süre boyunca toplanmıştır. Bulgular, yükseköğretim kurumlarının öğrenci, akademik, topluluk temelli ya da hibrit bir sosyal medya etkileşimi yaratarak çoklu paydaş etkileşimini desteklemek ve geliştirmek üzere farklı Instagram stratejileri kullandıklarını ortaya koymaktadır. Bu çalışma, özellikle yükseköğretim kurumlarının markalaşmasına odaklanarak marka yönetimi literatürüne çeşitli katkılar sunmakta ve çoklu paydaş ortamında rekabetçi kalmayı hedefleyen Yükseköğretim kurumları için yönetsel çıkarımlar sağlamaktadır.
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