An Investigation of Universities' Public Relations and Corporate Twitter Use (Covid- 19 Process)

Abstract

This study aimed to investigate the impact of corporate Twitter use on university public relations. The research employed a mixed design, using both quantitative and qualitative methods. The quantitative aspect utilized a cross-sectional survey model, while the qualitative part involved a case study design. The study included 1245 postgraduate students selected through stratified sampling. For the qualitative part, the sample consisted of one state and one foundation university from each region with the highest number of Twitter followers, identified using the purposive sampling method. The findings indicated that postgraduate students generally perceived university public relations to be at an acceptable level. Moreover, foundation university students held a more positive view of their institutions' public relations. Analyzing universities' corporate Twitter use revealed that Atatürk University had the highest number of posts. Furthermore, the analysis showed that universities mainly shared content to promote other public relations tools. The analysis also revealed a similar number of tweets from universities before and after the pandemic.

Keywords

• public relations
• corporate twitter
• university.
• halkla ilişkiler
• kurumsal twitter
• üniversite.