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Building Engagement In Facebook: A Case Study With Utah State University Extension Sustainability, Kenna Kesler
Building Engagement In Facebook: A Case Study With Utah State University Extension Sustainability, Kenna Kesler
All Graduate Theses and Dissertations, Spring 1920 to Summer 2023
The purpose of this study was to explore how Utah State University (USU) Extension Sustainability uses Facebook to engage followers. The researcher conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used. Text-only posts and posts containing videos were used the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other pages in Facebook messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly …