| dc.description.abstract | Growing usage of internet technologies and social media has influenced the public organizations to rethink their deliverance of sustainable messages through social media, in order to motivate the public to perform sustainable practices and live a green lifestyle.This exploratory thesis report provides in-depth research into the social media communication strategy of UiS, an esteemed educational institution in Stavanger, Norway. The study focuses on analyzing the active social media channels, posts and green communication strategies purposed and published by UiS. The first stage of methodology is comprised of conducting in-depth interviews with open-ended questions with the focal persons of the communication department of UiS. One year of analytical data of UiS’s LinkedIn was obtained from the department in which related variables were used further in the diagnosis process. This report provides valuable insights through a comprehensive LinkedIn content analysis based on various sustainability-related keywords. ANOVA test has been used to analyse the variance of groups of engagement rate and selected keywords for sustainability. The result provides a considerable difference in between the groups of different variables, interview insights point towards the UiS Strategy 2030 which contains the action plan for 2025. UiS is leading its way to get viewed as a driving force in the green transitioning process by its stakeholders. Moreover, The discoveries of this study shed light on the UiS's social media strategy in promoting sustainability and offer recommendations for the improvement of their Social Media communication backed up with the relevant literature. | |
