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We propose a poster, a case study on the online communication of the Sapientia Hungarian University of Transylvania, Cluj-Napoca, Romania, with a focus on the Miercurea Ciuc-based campus, using key stakeholder interviews and content analysis of digital platforms‘ textual and audiovisual information. With the digital turn, organisations are increasingly strengthening their web presence. It is hard to imagine a governmental agency, a company, or a charity living in an offline bubble. Trust, cooperation and partnerships are mediated both on face-to-face, and on virtual interactions basis. Our university is operated on three campuses: Cluj-Napoca (the headquarter), Miercurea Ciuc, and Târgu Mureș. The smallest one, Miercurea Ciuc, makes the greatest and most creative efforts to build trust within the community, and to attract students. Digital communication is the key element of this effort: social media presence on Facebook, Instagram, Twitter, and YouTube, a website in three languages – Hungarian, Romanian and English – are the main platforms of the campus’ online presence, and a way of making it student-friendly. We aim at analyzing the creative ways of communicating on these platforms from key stakeholders’ perspective: students, teachers, content creators from the public relations department, and parents.

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Rozália Klára Bakó 482
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