...] students from 10 universities in Spain from April to May 2022. A questionnaire with 19 questions was divided into blocks of knowledge, awareness, and action and bivariate analysis with a margin of error of ±5% and a confidence level of 95%. Findings The greater the degree of information received...

...Birte Fähnrich; Jens Vogelgesang; Michael Scharkow Purpose This study is dedicated to universities' strategic social media communication and focuses on the fan engagement triggered by Facebook postings. The study contributes to a growing body of knowledge that addresses the strategic communication...