Application of New Technologies in Social Media Analytics: Enhancing User Engagement at Global Universities

Objective: Based on new technologies in Social Media Predictive Analytics Theory in the Higher Education Institutions (HEIs) context, this study aims to predict user engagement in Facebook post images across leading universities in Australia, the United Kingdom, and the United States. Methodlolgy: By employing the Google Cloud Vision API and image features sourced from graphic design and photography literature, a novel methodological combination of image features was developed and employed. Findings: This research contributes to understanding image related user engagement dynamics on Facebook, and it provides pragmatic guidance for global universities to optimise their social media strategies.