How Much Is Online Community Engaged in Learning Content? Case of World Top Universitiesxe2x80x99 Facebook Social media (SM) has become a part of everyday life, including higher education and its learning environment. Therefore, this study aims on understanding of content published on SM, its learning impact, as well as on identification of relevant level of community engagement. Research sample used official Facebook sites of six world top universities, specifically posts (N  120) communicated during November 2018 were investigated in detail. A new scale, specifically designed for this study, was designed to capture a learning potential of content communicated on the SM. An analysis oriented on main characteristics of engagement: its responsiveness measured by number of xe2x80x9clikesxe2x80x9d and other available symbols, its involvement measured by number of comments, its virality, measured by number of sharings, and finally its total engagement expressed as the sum of preceding characteristics. Several interesting results are provided in the study: the research is the most frequent topic communicated by top universities; different content strategies are taken by universities to engage their communities; and different engagement levels exist according to the university as well as according to the content published on its Facebook site.

Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement Abstract   Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a largescale survey was conducted among senior and midlevel managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closedended questionnaire was administered to managers and management consultants countrywide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing ExecutiveDigital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.