University Media Communication and Student Engagement: The Impact of Interactive Content on Dissemination Effectiveness
Journal: Arts Studies and Criticism DOI: 10.32629/asc.v6i2.3827
Abstract
This study investigates university students' perceptions and engagement with official university social media platforms, focusing on attention, interactivity, and communication effectiveness. Through a survey of 160 undergraduate students in Guangdong Province, China, the research reveals that while most students (86.88%) follow university social media platforms, primarily WeChat Official Accounts (89.38%) and Weibo (63.75%), their interaction remains limited, with liking posts (85.71%) as the dominant form of engagement. Despite high visibility, daily engagement is low (17.5%), and interactions such as commenting (42.86%) or sharing (57.14%) are infrequent. Students perceive these platforms as valuable for accessing academic updates (92.5%) and campus activities (65.63%), with 76.88% acknowledging their role in enhancing institutional branding. However, content on external collaborations receives minimal attention (21.88%). The findings highlight a positive correlation between attention, interactivity, and perceived communication effectiveness, emphasizing the platforms' potential to foster student-school connections and institutional identity. This study contributes insights into leveraging social media for higher education branding and student engagement.
Keywords
university social media platforms; interactivity; student engagement; communication effectiveness
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