Open AccessUNIVERSITY BRANDING DURING COVID-19: A STUDY ON THE ROLE OF SOCIAL MEDIA IN PROMOTING COVID-19 AWARENESS AND BUILDING BRAND IMAGE
Author(s) -
Soumen Bhattacharya,
Mohammad Faisal
Publication year - 2020
Publication title -
journal of content, community and communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.183
H-Index - 4
eISSN - 2456-9011
pISSN - 2395-7514
DOI - 10.31620/jccc.12.20/26
Subject(s) - social media , outreach , covid-19 , newspaper , pandemic , brand image , advertising , higher education , sociology , medical education , public relations , business , political science , medicine , disease , pathology , infectious disease (medical specialty) , law
The aim of this study is to understand how digital platform especially social media is being used for branding purpose of higher education during the COVID-19 pandemic. During the present era, the traditional way of branding such as newspaper advertisement, radio jingles, career counseling workshops, education fairs, billboards has taken a back step. The Universities are implementing a unique method to create awareness about COVID-19 and for building up the brand image as part of the outreach program. Higher education especially during the COVID-19 Pandemic has started to use social media to get a competitive advantage. The present study will analyze and compare Facebook pages of the Maharishi University of Information Technology, Lucknow; Amity University Uttar Pradesh, Noida; Sharda University, Greater Noida, and Rama University, Kanpur from May-July 2020. The purposive sampling method was used to select the sample. The result of this study is divided into four different categories: a) The number of fans b) The posts related to COVID-19 awareness c) Content d) Like, Share & Comment. On basis of this study, the selected posts could be used as an example in case studies for other Universities/Institutions to increase their reach and subsequently build a strong brand image.