Social Media Adoption for Social CRM in Higher Education: an Insight from Indonesian Universities

A high usage of social media and web 2.0 in Indonesia creates an opportunity for Indonesian universities to understand their customers’ demands and needs. By considering social media and web 2.0 technology as an important role for the application of social customer relationship management (social CRM), this research is intended to evaluate the adoption and application level of social media and web 2.0 by universities in Indonesia. We accomplish an observation towards websites and web 2.0 and social media features, which are used by 58 universities in Jakarta, to be analyzed using non-exhaustive Sophistication Index. In addition, we execute a survey as well to take a look on university principals’ perception towards the practice of web 2.0 and social media application, and analyze it with Importance Performance Analysis (IPA). The result of this research shows that there are some web 2.0 and social media features which need to be utilized more frequently by universities, though most of these features have been working optimally.


Introduction
Web/Internet technology has been improving rapidly nowadays.Initially, web technology was only designed to display static and unattractive contents, known as web 1.0.However, technology improvement leads to the technology itself to evolve into web 2.0, which enables global and massive information sharing, collaboration, participation and distribution functions (Patel, 2013).This web 2.0 technology later on drives the occurence of social media, which is a a second generation web based on the use of novel technologies, such as RSS (Really Simple Syndication of web contents), podcasting (syndication of audio content), mashups (combination of pre-existing applications), folksonomies (popular labeling or categorizing), widgets (web tools embedded in other sites to perform a particular function) and sharing facilities (options for redistributing the contents of websites to other users) (O'Really as cited in Bonson et al., 2012).A few social media examples are: blogs, social bookmarking, wikis, media sharing as well as social networks that promote collaboration, joint learning and the speedy exchange of information between users (Bonson et al., 2012).
The web 2.0 and social media technology innovation unexceptionally alters the way organizations manage their customers, or what is commonly known as Customer Relationship Management (CRM).The first generation of CRM (known as CRM 1.0) is initally used to manage customer information and utilize it for decision-making in business (Mohan, Choi, and Min, 2008;Greenberg, 2010).The main characteristic of CRM 1.0 is one-way attribute, where organization acts as the ecosystem center, thus the focus is only on internal operational approach to manage customer relationship effectively (customer management).On the second generation of CRM (known as CRM 2.0 or social CRM), the CRM concept shifts by putting customers as priority.Customers are no longer seen as only information consumers, but customers are able to get involved in the product manufacturing process.It is possible because the appearance of social media has changed customers' behaviour in using web, where they have the chance to give complaints on organization's product/service or give positive inputs by collaborating with the organization to create product/service desired by customers (customer engagement) (Greenberg, 2010).
With all advantages offered by social media technology, a lot of organizations have started to exploit social media on various occasions, including customer management.A research by Greenberg (2010) shows how social CRM has contributed positive benefits, especially in creating business value directly by customers, not merely as the central repository for value.For service area like higher education, social CRM should be capitalized particularly to attract prospective student to choose a specific university.
Indonesia is the third largest social media owner in Asia Pacific after China and India (Statistica, 2015), providing an opportunity for universities to make use of web 2.0 and social media.Even though web 2.0 and social media have been proven giving marvelous benefits, a lot of universities are still not exploiting them (Davis III et al., 2012;Reuben, 2008).
By considering the issue, this research is intended to take a look on web 2.0 and social media adoption for social CRM on Indonesian universities.There are two problem focuses in this research: (1) How far is web 2.0 and social media adoption for Social CRM on Indonesian universities?(2) What is the importance level perception of the web 2.0 and social media application for Social CRM on Indonesian universities?

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By accomplishing this research, the adoption of web 2.0 and social media on Social CRM in Indonesian universities can be revealed, and the compatibility between importance level and implementation level of social media on Social CRM can be recognized to be the improvement basis.

Web 2.0 and Social Media
The term Web 2.0 was coined by O'Really (2005) to refer to a second generation web based on the use of novel technologies, such as RSS (Really Simple Syndication, of web contents), podcasting (syndication of audio content), mashups (combination of preexisting applications), folksonomies (popular labeling or categorizing), widgets (web tools embedded in other sites to perform a particular function) and sharing facilities (options for redistributing the contents of websites to other users).
Web 2.0 definition covers various understandings including the emphasis on usergenerated content, willingness to share data and content, effort to collaborate, new way to interact using web-based application, web usage as social platform to produce, reposition and content usage (Harris and Rea, 2009).
Web 2.0 technologies or what almost universally has been called social media (Burns, 2008) makes the term web 2.0 and social media interchangeable.Social media are various online technology tools which enable people to easily communicate through Internet and share information and resources.Social media can be in the form of text, audio, video, image, podcast and other multimedia communication (Doyle, 2012).The other definition of social media is a group of Internet-based applications which build ideology and Web 2.0 technology foundation, and permit the creation and exchange of User Generated Content (UGC).There are several types of social media like Wikipedia, YouTube, Facebook and Second Life (Kaplan and Haenlein, 2010).
The forms of social media according Patoine (2012) are: • Blog: user-generated content publication, such as Blogger or WordPress, • Forum/review sites: peer-to-peer community based on discussion, for instance, Tripadvisor, MoneySupermarket, • Microblog: brief post (message, photo, link, etc.), like Twitter, Tumblr, • Social Network: platform which connects people with mutual interest, for example, Facebook, GooglePlus+ or LinkedIn, • Sharing: platform to share videos, images and other contents, like YouTube, Flickr, • Other channels: wiki, gaming, podcast, lifecasting, social couponing, such as Wikipedia or Groupon With the beginning of 2002, came an explosion of social network sites on the web such as Friendster, Facebook, YouTube, Twitter and hundreds of others.Social network sites are web-based services that allow individuals to: (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system (Boyd and Ellison, 2007;Castells, 2013)  On the Internet, organization must consider the strategic implications of the existence of different types of both virtual community and community participation.Strategies for effectively targeting more desirable types of virtual communities and types of community members include: interaction-based segmentation, fragmentation-based segmentation, co-opting communities, paying-for-attention, and building networks by giving product away (Kozinets, 1999).
One of the analysis methods which are used to discern web 2.0 and social media adoption in a website is non-exhaustive Sophistication Index.Non-exhaustive Sophistication Index detects web 2.0 and social media presence, usage and effectivity factors in thirteen variables: (1) podcasts from the management, (2) RSS or ATOM, (3) vodcasts from the management, (4) realtime webcast events, (5) widgets, (6) blogs, (7) links to official YouTube video from the website, (8) social network for the users of the university website, (9) official Twitter account, (10) official Facebook group, (11) official Facebook page, (12) official LinkedIn group and (13) official YouTube channel (Bonson et al., 2012).

Social CRM
Social CRM is a philosophy and a business strategy supported by a technology platform, business rules, processes and social characteristics designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.It is the company's response to the customer's ownership of the conversation (Greenberg, 2010).Social CRM is commonly known as CRM 2.0 because it is based on Web 2.0 (Askool and Nakata, 2010).The feature and function of Social CRM technology are based on the emotional and behavioral characteristics of human interactions, which are often called social characteristics.Social characteristics are based on the profiles of individuals who are participating in web-based interactions among peers and, for our purposes, between customer and companies (Greenberg, 2010).
Thomas Vander Wal, the creator of social tagging and folsonomies in Greenberg (2010) has developed an approach to the way that human profiles on the web are affected by their actions on each other and the implications of that for business and for web activity.He calls it the social stack.The core components of the social stack are "identify" and "objects".Identify is just what it seems to be -who you are and how you present yourself.The simplest form is your personal profile.Objects are those things that you use to enhance your identity -photos, videos, comments, social tags, ratings and bookmarks.They are often called user-generated content (UGC).While there are two core components, each of them is affected by a separate group of characteristics that affect the way they interact.These are: presence, actions, sharing, reputation, relationships, conversation, groups, collaboration and context (Greenberg, 2010).Social media enables customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime (Hennig-Thurau et al., 2010)  information (Hsu and Hsu, 2006).Entropy in information theory is a criterion on uncertainty number represented by discrete probability distribution (Jaynes, 1957 in Hsu and Hsu, 2006).Several researches have utilized entropy method to weigh attributes on case studies such as: the selection of main ingredients supplier (Wardhani, Usadha and Irawan, 2012), the evaluation of water quality in reservoir (Zou, Yun, and Sun, 2006), the determination of critical success factors on health and work safety assurance implemented in organization (Shirouyehzad et al., 2011) and the ERP selection for organization (Asl et al., 2012).

Shannon Entropy
While the weighing steps by using entropy method are as follows: 1.All decision makers provide a value which shows a specific criterion's importance towards the decision-making.Every decision made by them can score according to their own preference.2. Subtract each number with the most ideal value.The subtraction result is defined as Xij. 3. Divide every Xij with the total value in all criteria to get Pij.
Where m = number of decision makers 4. Calculate entropy score for every criterion with the following formula: Where Subsequently, count the dispersion of every criterion with the following formula: The total weigh is assumed as 1, thus in order to earn every criterion's weigh, the dispersion value has to be normalized first, therefore: Where n = number of criteria

Importance Performance Analysis (IPA)
At first, Importance Performance Analysis (IPA) method was introduced by Martilla and James (1977) to measure the relationship between customer perception and product/ service quality enhancement priority, known as quadrant analysis (Brandt, 2000;Latu and Everett, 2000).IPA has been publicly accepted and has been used in various study fields due to its convenience and its analysis result display, which eases the suggestion on performance improvement (Martinez, 2003).IPA has the main function to display information related to service factors, which are regarded by customers as influencing their satisfaction and loyalty and the need to be enhanced because the current condition is still not satisfying enough.
IPA combines the measurement of importance level and satisfaction level factors in a two-dimension graphic, which accomodates the explanation of data and practice suggestion.The interpretation of IPA graphic is very simple, it is divided into four quadrants based on measuring result, as seen in Figure 1.Here is an explanation for each quadrant (Brandt, 2000): • First Quadrant, "High Leverage" (high importance and high performance)

RESOURCE
Factors which are located in this quadrant are considered as supporting factors for customer satisfaction.Thus, the managerial party is obliged to ensure a good maintainance of its institution's performance.• Second Quadrant, "Priority to Improve" (high importance and low performance) Factors which are located in this quadrant are considered by customers as essential factors, but the current situation is still not satisfying enough.Thus, the managerial party is obliged to allocate qualified resources to improve the performance of those various factors.Factors located in this quadrant have the priority to be enhanced.• Third Quadrant, "Ignore" (low importance and low performance) Factors which are located in this quadrant have low satisfaction level and are considered not too important for customers.Thus, the managerial party does not need to prioritize or pay too much attention to those factors.• Fourth Quadrant, "Resource Allocation" (low importance and high performance) Factors which are located in this quadrant are considered not too important.Thus, the managerial party needs to allocate resources related to those factors towards other more prioritized factors, for instance, in the second quadrant.
There are two types of methods to display IPA data (Martinez, 2003): first, by placing quadrant intersection line on the median of the valuation scale, which is used in satisfaction level axis and handling priority axis, in order to generally find out in which quadrant the data is spread; and second by placing quadrant intersection line on the average of satisfaction level axis and handling priority axis in order to specifically find out in which quadrant each factor is located.The procedures related to IPA method usage are as follows:

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• determining which factors are going to be analyzed, • completing survey by spreading questionnaire, • calculating average value of satisfaction level and handling priority level, • creating IPA graph, • evaluating factors in every quadrants.

Methodology
This research is accomplished by using two approaches: observation and survey towards 58 private universities in Jakarta.Private universities are selected due to high difficulty level in recruiting new students.The selection of the 58 private universities is done by considering Webometric ranking, 4ICU ranking and recognition given by the government as top universities.
Observation is done to analyze universities' adoption level towards web 2.0 and social media by observing universities' websites and web 2.0 and social media features which are used by the universities.The observed elements are adapted from non-exhaustive sophistication index (SI), which are frequently used to analyze e-government adoption (Bonson et al., 2012) and covers 13 variables: (1) podcasts from the management, (2) RSS or ATOM, (3) vodcasts from the management, (4) realtime webcast events, (5) widgets, (6) blogs, (7) links to official YouTube video from the website, (8) social network for the users of the university website, (9) official Twitter account, (10) official Facebook group, (11) official Facebook page, (12) official LinkedIn group and (13) official YouTube channel (Bonson et al., 2012).
A survey is fulfilled to see the compatibility between importance and implementation level on universities and to provide recommendation for improvement needed in implementing Social CRM.Importance level will be analyzed based on weighing/ ranking with Shannon entropy method, while compatibility level will be measured by using Importance Performance Analysis (IPA) method.The research instruments in this survey is a questionnaire, where the dimension/indicator is revealed from social stack theory (web 2.0 and social media feature) by Greenberg (2010) and can be seen in the following Table 1.The usage of web 2.0 feature on social stack does not convey completely from non-exhaustive Sophistication Index variable by Bonson et al. (2012).

Results and Discussions
The adoption of web 2.0 and social media on universities' websites and the analysis of social media function importances on social CRM in Indonesia will be discussed in Results and Discussions.

Web 2.0 and Social Media Adoption on Universities' Websites
According to non-exhaustive sophistication index (SI) analysis, which can be seen in the following

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The most adopted feature by all universities' websites is widgets (89.66%).Widgets feature significantly helps customers to access all applications in the website.However, podcast from management feature has not been implemented in any websites yet (0.00%).This issue occurs because generally websites still have text displaying message/greeting by the universities' management (rector/head/director).

Social CRM
Social CRM is a philosophy and a business strategy supported by a technology platform, business rules, processes and social characteristics designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.It is the company's response to the customer's ownership of the conversation (Greenberg, 2010).Social CRM is commonly known as CRM 2.0 because it is based on Web 2.0 (Askool and Nakata, 2010).The feature and function of Social CRM technology are based on the emotional and behavioral characteristics of human interactions, which are often called social characteristics.Social characteristics are based on the profiles of individuals who are participating in web-based interactions among peers and, for our purposes, between customer and companies (Greenberg, 2010).Thomas Vander Wal, the creator of social tagging and folsonomies in Greenberg (2010) has developed an approach to the way that human profiles on the web are affected by their actions on each other and the implications of that for business and for web activity.He calls it the social stack.The core components of the social stack are "identify" and "objects".Identify is just what it seems to be -who you are and how you present yourself.The simplest form is your personal profile.Objects are those things that you use to enhance your identity -photos, videos, comments, social tags, ratings and bookmarks.They are often called user-generated content (UGC).While there are two core components, each of them is affected by a separate group of characteristics that affect the way they interact.These are: presence, actions, sharing, reputation, relationships, conversation, groups, collaboration and context (Greenberg, 2010).Social media enables customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime (Hennig-Thurau et al., 2010)

Shannon Entropy
Shannon (1948) explains that entropy methods can be used not only to quantitatively estimate the number of data, but also to objectively calculate the relative weight of

Social Media
Adoption for Social CRM in Higher Education: an Insight from Indonesian Universities 11 information (Hsu and Hsu, 2006).Entropy in information theory is a criterion on uncertainty number represented by discrete probability distribution (Jaynes, 1957 in Hsu and Hsu, 2006).Several researches have utilized entropy method to weigh attributes on case studies such as: the selection of main ingredients supplier (Wardhani, Usadha and Irawan, 2012), the evaluation of water quality in reservoir (Zou, Yun, and Sun, 2006), the determination of critical success factors on health and work safety assurance implemented in organization (Shirouyehzad et al., 2011) and the ERP selection for organization (Asl et al., 2012).While the weighing steps by using entropy method are as follows: 1.All decision makers provide a value which shows a specific criterion's importance towards the decision-making.Every decision made by them can score according to their own preference.2. Subtract each number with the most ideal value.The subtraction result is defined as Xij. 3. Divide every Xij with the total value in all criteria to get Pij.
Where m = number of decision makers 4. Calculate entropy score for every criterion with the following formula: Summary data on non-exhaustive Sophistication Index can be seen in the following Table 3.
According to the observation towards universities' activities on facebook social media, there are sixteen universities which update daily information (daily activities); seven universities which update weekly activities; nine universities which update monthly activities; four universities which update quarterly activities; eight universities which update annual activities; and fifteen universities which do not have any update at all on their Facebook (no activity).
Meanwhile in the Twitter social media observation towards forty-one universities which have a Twitter account, there are eleven universities which update (tweet) daily information (daily activities); eight universities which update weekly activities; four that update monthly activities; six universities which update quarterly activities; one university which updates semestral activities; one university which updates annual activities; and ten universities which do not have any update (tweet) at all in their Twitter accounts (no activity).The detailed social media usage can be seen in the following Table 4.
Table 4 shows that social media has been started to be utilized.The number of followers in Twitter reach 8,318 on average and the number of fans in Facebook page reach 10,004 on average.Moreover, Twitter and Facebook activity are the most frequently operated social media (daily-based).Among fifty-eight private universities in Indonesia which have been sent questionnaire, seventeen of them returned the questionnaire.Survey is accomplished to see the compatibility between importance and application level on universities and to give recommendation for improvement needed in implementing Social CRM.Importance level is analyzed based on weighing/ranking with Shannon Entropy method to observe which factor is considered the most fundamental by respondents in implementing social media on universities.The result of Shannon Entropy calculation can be seen in the following Table 5.
According to the Table 5 above, it is clearly seen that respondent universities consider owning social media account essential as well as publishing universities' identity, official photos and official video (4th highest rank).It does make sense because social media's Based on the Table 6, there are three dimensions/indicators which are located in the second quadrant (priority to improve): social tags/folksonomies (No. 6), wikis (No. 12) and podcast (No. 13) highlighted using red symbol in Figure 2.This data is in harmony with the observation done towards universities' websites in Sophistication Index (SI), where podcast has not been the main feature because universities are still depending on greetings/messages in text form (see Table 3).The detailed image of quadrant mapping on this gap analysis can be seen in Figure 2.
The second IPA method uses respondent valuation approach, which is divided into two parts, namely 1-3 for low valuation and 4-6 for high valuation (Sigala and Chalkiti, 2014).Each of these valuations are mapped based on the importance and implementation into 4 scenarios: (A) indifference (low performance, low importance), (B) wasting time and resources (high performance, low importance), (C) missing opportunity/gap (low performance, high importance) and (D) effective use (high performance, high importance) as seen in Table 7.

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The more detailed processed data can be seen in Table 8.

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Conversation Relationship between companies and customers has been shifting, where companies initially push their products to customers.According to the Table 8, there are 9 dimensions/indicators (green color highlight) in category D (effective use -low performance, high importance): social media account, institution identity, official photos, official videos, comments, bookmarks, reputation, relationship and context.While in category C (missing opportunity/gaplow performance, high importance), there are eight dimensions/indicators: social tags/ folksonomies, rating, ranking/indexing, wikis, podcasts, email, forum and presence/ instant messaging.Thus, category C needs to be the main priority due to its high respondents' expectation value, but with a low implementation value.

Discussion
The research results show the existing problem: web 2.0 and social media adoption have been accomplished by universities, but have not reached an optimal result.As seen  3, there are only 3 features which are above 60%: realtime webcast of events, widgets and social network for the users of the university website.The presence of social media has reached a good result for Facebook page, LinkedIn and Twitter (above 70%).The usage and effectivity in social media shows a better result, based on the average number of followers/fans and activities done by the social media accounts (see Table 4).It is in accordance with the previous research by Bonson et al. (2012) that web 2.0 and social media have been paid more attention to by universities especially in order to maintain communication, but the usage has not been managed optimally.
The perception of social media importance and implementation level on Social CRM in universities in Indonesia has been good enough (only 3 dimensions/indicators need to be improved) and shows a similar perception in observing the dimensions/indicators considered as the most essential (there are 9 dimensions/indicators).This is parallel with the previous research done by Greenberg (2010) about social stack in building social CRM.
Based on Table 8 and entropy calculation in Table 5, there are dimension/indicator similarities on the top 9 position even though the order is a little bit different (green color highlight).On the 10th position and afterwards, things are completely different.This happens because the importance opinions according to respondents have possessed the similar indicator in observing social media application on Social CRM implementation.A consistent result can be seen as well when Table 6 and table 6 are being compared to find out areas which need to be improved by universities.The areas themselves are: social tags/ folksonomies, ranking/indexing, wikipedia and podcast (orange color highlight).
These research results show that social media has a positive impact on makerting because social media is a competitive marketing tool able to attract new customers and retain old customers (Öztamur and Karakadilar, 2014).

Implication
According to the detailed discussion above, more people are using social media to maintain relationships with others and to look for information.On the other hand, the information provided by universities is still in one-way attribute and not optimal yet.That is why universities have to pay more attention to the content quality which will be delivered to society, students and student candidates.Regarding web 2.0 and social media adoption, universities need to improve on several things: social tags/ folksonomies, wikis and podcast.A personally-managed content classification by users will be assisting them when finding the desired information (social tags/folksonomies).Users will be able to edit the content altogether at once in the website, thus a complete information will be provided (Wikis) and audio files could be obtained by subscribing or downloading them into computer or wireless music device.This will help customers with listening and repeating the desired contents (podcast).
The implication of this research on science is an emphasis on the previous researches indicating that social media usage is very important in implementing Social CRM because it acts as a supporting tool to listen to customers' conversation (Askool and Nakata, 2010;Greenberg 2010).However, the usage is not optimal yet because it just relies on the communication not as a principal in developing an organization's website (Benson et al., 2012).The limitation of this research is that the number of university respondents should be enlarged and taken not only from Jakarta but from all over Indonesia.The initial selection of respondents was only universities in Jakarta because of considerations of competence and capability of the university as well as the availability of adequate Internet infrastructure.Further studies of this research is to find the preference of social media usage from the perspective of prospective students, students and alumni.These preferences will help universities to select and define the social media that will be provided by the university in order to assist customers in finding information for choosing the university and to enhance customer engagement.

Conclusion
To conclude, the adoption of web 2.0 and social media has been done by universities on their websites.The web 2.0 usage has not been fully optimal, since only two out of five features have reached more than 80%: realtime webcast of events and widgets; and one feature has not been used at all: podcast from the management (0.00%).Social media usage shows higher universities' euphoria in exploiting social media as one of the communication channels towards the society, students and student candidates.All universities are utilizing Facebook page (100.00%) and many LinkedIn (84.48%),Twitter (70.69%) and YouTube (51.72%).However, the attached social media links which are used in their offical websites are not optimal yet because not every one of them publish their social media links in their websites (only 67.24%).The social media has been used for daily activities on Facebook and Twitter.
Based on importance-performance analysis (IPA), there are nine good dimensions/ indicators which need to be maintained (owning social media account, university's identity, offical photos, official video, relationship, bookmarks, reputation, context and comments) and three dimensions/indicators which need to be improved: social tags/ folksonomies, wikis and podcast.
In the future, universities have to work on some improvements: publishing social media accounts on their websites, intensify social media usage as the source of trusted information and updating daily information (daily activities), putting social media as a tool to capture customers' conversation in order to recognize their needs, maximizing YouTube in delivering digital contents (videos) about the university, improving social media function (social tags/folksonomies, wikis and podcast) to increase the number of customers who are willing to to join the official universities' social media.

Acknowledgement
The abstract of this paper has been presented and published at the MakeLearn and TIIM 2015 International Conference.

http://ijsr.journals.umcs.pl
Shannon (1948)explains that entropy methods can be used not only to quantitatively estimate the number of data, but also to objectively calculate the relative weight of Pobrane z czasopisma International Journal of Synergy and Research Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.plData: 29/09/2023 15:28:51

Table 2 ,
it is explained that most universities' websites have realtime webcast of events (98.28%).It means that only one website does not use this feature.

Table 1 .
Dimension/Indicator in Research Instrument

Table 2 .
The usage of web 2.0 and social media in universities' websites Pobrane z czasopisma International Journal of Synergy and Research http

Table 4 .
Social media usage on universities (social media metrics) Average number of members of the official LinkedIn group 2569Universities with an official YouTube channel 30 (51.72%)Average number of subscribers to the official YouTube channel 14Average number of YouTube conversations 7054Pobrane z czasopisma International Journal of Synergy and Research http://ijsr.journals.umcs.pl

Table 8 .
IPA in Table