Tweets’ Features and Reactions: Exploring Higher Education Institution Activities in Abu Dhabi

The aim of this chapter is to explore how higher education institutions (HEIs) in Abu Dhabi utilize Twitter. The study assessed the importance of using some tweet features such as media, language, hashtags, links, and mentions to foster audience reaction. The chapter analyzed 6558 tweets posted by 16 HEIs operating in Abu Dhabi. The results suggest that tweets in Arabic and tweets containing videos, links, or mentions generate more reactions in terms of likes, retweets, and replies, whereas tweets containing hashtags generate fewer reactions. This study sheds light on the importance of tweet features and provides direction on how HEIs can effectively utilize social media to enhance user engagement.