Engaging users on university Facebook pages: insights from the uses and gratifications theory and post characteristics

This study examines how post characteristics impact user engagement on university Facebook pages. We analysed 5,825 posts from 155 Vietnamese universities over 36 days using multilevel mixed-effects negative binomial regression. The study focuses on content types (hedonic, utilitarian and social, based on uses and gratifications theory), media formats, posting schedules and post length. The number of reactions, comments and shares measured user engagement. Results show that social content decreases levels of engagement overall. Hedonic content increases reactions but reduces shares compared to utilitarian content. Visual content and posts made midweek, on weekends, and on afternoons, generate higher engagement. On the other hand, longer posts correlate with fewer reactions and comments but more shares. Our findings emphasise the importance of strategic social media planning for universities. They highlight the need to balance content types and consider timing and format when creating posts.