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A Cross-Platform Exploratory Study Of International And Domestic Scholar Post Engagement On Social Media, Allison R. Byrd, Catherine E. Sanders, Alexa Lamm

Journal of International Agricultural and Extension Education

Social media use varies globally across cultures, even within extension services. Recognition of the contributions of international scholars at the universities where they serve also varies. Social media use in international scholars’ countries of origin may differ from that of their institution’s country, affecting social media engagement with a university’s posts featuring international scholars. Using the conceptual framework of audience segmentation, this study explored the differences in social media audience engagement between research themes and international and domestic scholars on Instagram and Twitter. Using a causal-comparative design, this study created Instagram and Twitter posts highlighting peer-reviewed research conducted by both …