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Title: El paper de les xarxes socials en la captació d'estudiants: El cas de les universitats catalanes
Author: Oriol Fernandez, Esther
Tutor: Marqués Pascual, Joaquín  
Keywords: TikTok
future students
xocial networks
Issue Date: Jun-2022
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: A superficial observation of the different profiles of Catalan universities confirms that, indeed, the official Facebook, Twitter and Instagram accounts of Catalan universities are filled, from March onwards, with announcements of open days, information about the institutional presence in the teaching fair and campaign images. But how do higher education institutions prepare for a student recruitment campaign on social networks? What impact does it have? Is it integrated into their overall strategy for recruiting prospective students? Is a specific budget dedicated? Are results measured? Is the return monitored? This study aims to answer these questions based on two sources of information: direct consultation with the universities themselves using a questionnaire sent out in March 2022 and the collection and detailed analysis of the data from the publications made on the institutional Facebook and Instagram profiles during the first four months of 2022.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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