Abstract

The desire to systematically study the way social media tools are used in university marketing in Western Romania is the starting point of this paper, given the fact that, throughout my study years, I was particularly interested in issues related to online promotion, especially for the economic and associative areas. As I have learned that the online environment tends to become a priority for promotional activities, my intention was, through a case study which included local public universities, to identify the extent to which universities use the online environment, the way the image of such an institution is being promoted, but also the way such institutions interact with the target audience by assessing the interaction with the students they want to recruit.