A 2014 survey indicated that 77.8% of Taiwanese individuals over 12 years of age were mobile Internet users, and that the most commonly used App was LINE. Given the increasing popularity of mobile Internet devices, as evidenced by the widespread use of smartphones, the dissemination of information mainly through traditional media is no longer adequate. Nevertheless, the marketing and public relations strategies of Taiwanese universities and colleges still largely rely on traditional media, venturing online only to establish official websites, and investing very little in mobile social media. This study has adopted a case study approach by focusing on Hungkuang University, which has set up a LINE Official Account that has attracted more LINE friends than any other university or college account in Taiwan. By analyzing and discussing this case study, we hope to present information on both the benefits that universities and colleges can derive Xand the operational strategies they can employ Xby using LINE Official Accounts as part of their marketing and public relations strategies. These findings will provide reliable strategic guidance on marketing and public relations practices in universities and colleges.
Chi-Hu Tien, Hungkuang University, Taiwan
Chia-Sung Yen, Hungkuang University, Taiwan
Stream: Educational Policy, Leadership, Management and Administration
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