The creation of university image by online social media.

บทคัดย่อ

PURPOSES: To analyse university websites and facebook, perception by students and people of the university image, and propose guidelines for the development of university image by online social media.  METHODS: Mixed methodology to analyse data from university’s websites and facebook, in-depth interviews of key informants, and survey questionnaires to collect data from high school students and the public in Bangkok. RESULTS: The image of university was concerned primarily with academic and operational skills, researches, creative works and university inventions that were recognized both national and international levels and interesting curriculum. THEORY/POLICY IMPLICATIONS: The university should present image that clearly reflects the identity and reputation of the organization by strategic plans to present the content that emphasyses the benefits and value for both the university and stakeholders.