Social Media Strategies Used in Romanian Universities’ Admission Campaigns

The purpose of this study is to investigate how Romanian universities communicate on social networks during the July 2022 admission campaign. The findings indicate that, even though Instagram and Tik Tok have become the most popular social media platforms among young people, in the case of public universities in Romania, with a few exceptions, universities are still using Facebook as the main social media platform, Instagram & Tik Tok messages being usually only a duplication of Facebook content.