Perspectives of Social Media Analytics Application in Higher Education in Serbia
Olivera Grljević, Laslo Šereš, Ružica Debeljački
Faculty of Economics Subotica, University of Novi Sad, Serbia
The paper presents the research conducted with the idea of profiling the online behavior of students of Faculty of Economics Subotica, to investigate possibilities of sentiment analysis application in order to identify an overall sentiment about the Faculty, provided courses, and to improve general relations with students. Taking into account the new online culture that is omnipresent in the everyday behavior of students, the survey sought to identify a profile of students, to better understand their online behavior and their habits and preferences in the use of social media sites. Special emphasis is placed on usage of social media sites for education and training, furthermore on the manner and frequency of use of each social media site, as well as the popularity of particular social media as a guideline for future data sources for sentiment analysis.
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