Navigating the university ecosystem: determinants of social media usage for stakeholder engagement in Italian universities

Purpose In light of the growing importance of digital communication within higher education institutions, this study aims to explore the key factors influencing social media usage in Italian universities. Specifically, through the lens of stakeholder theory and within the framework of university-driven ecosystems, this study examines how public status, university size, Internet visibility, and internationalization influence the use of these digital platforms within a university ecosystem setting. Design/methodology/approach This study employs a quantitative research design, using data from 92 Italian universities. A regression model is applied to analyze the determinants of social media usage, which is measured as a composite score across three platforms: Facebook, Instagram, and YouTube. Findings The results, within the broader university-driven ecosystems, indicate that public and larger institutions are more likely to utilize social media, while Internet visibility and internationalization do not have a significant impact on the use of these platforms. Originality/value This study offers several unique contributions to the academic literature. It enriches the ongoing debate on digital technologies supporting university-driven ecosystems by examining how universities utilize social media platforms to enhance transparency and facilitate dialogue with stakeholders within their ecosystems. Furthermore, it contributes to knowledge on the key determinants of social media adoption and extends the application of stakeholder theory, offering insights into how universities engage with diverse stakeholder groups within their ecosystems through digital platforms.