Overview
I need to extract the content of latest 200 instagram posts of 5 universities and code the content so it can be ready for spss, based on:
Variable 1: Stakeholder Targeted
Question
Who is the primary audience of this post?
Categories
| Code | Stakeholder |
| 1 | Prospective students |
| 2 | Current students |
| 3 | Alumni |
| 4 | Employers/Industry |
| 5 | Academic staff |
| 6 | Government/Public institutions |
| 7 | Society/Public |
| 8 | Multiple stakeholders |
Examples
Prospective Students
Caption:
Applications are now open for the 2026 academic year.
Code:
1 = Prospective students
Current Students
Caption:
Join our student club activities this week.
Code:
2 = Current students
Alumni
Caption:
Congratulations to our graduate who was recently appointed CEO.
Code:
3 = Alumni
Employers
Caption:
Partnership signed with Deloitte for internships.
Code:
4 = Employers/Industry
Decision Rule
Ask:
Who would most likely benefit from this information?
Variable 2: Topic Category
Question
What is the post mainly about?
| Code | Topic |
| 1 | Admissions & Recruitment |
| 2 | Academic Programs |
| 3 | Research & Innovation |
| 4 | Student Achievements |
| 5 | Alumni Achievements |
| 6 | Campus Life |
| 7 | Events & Activities |
| 8 | Partnerships |
| 9 | Community Engagement |
| 10 | Career Opportunities |
| 11 | Institutional Branding |
| 12 | Other |
Example
Caption:
Registration is now open for our MBA program.
Main focus:
Admissions
Code:
1
Example
Caption:
Students participated in an international hackathon.
Main focus:
Student achievements
Code:
4
Decision Rule
Code the topic that occupies the largest part of the message.
Variable 3: Value Proposition
Based on Osterwalder et al. (2014)
Question
What benefit is being communicated?
Functional Value
Practical benefits.
Examples:
- Education quality
- Skills
- Employability
- Internship opportunities
- Academic programs
Example:
Develop the skills needed for tomorrow's jobs.
Code:
1 = Functional
Emotional Value
Feelings and experiences.
Examples:
- Inspiration
- Motivation
- Belonging
- Pride
Example:
Become part of our family.
Code:
2 = Emotional
Social Value
Status and social identity.
Examples:
- Prestige
- Reputation
- Networking
Example:
Join one of Albania's leading universities.
Code:
3 = Social
Mixed Value
Combination of two or more.
Example:
Gain professional skills while becoming part of an international community.
Code:
4 = Mixed
Variable 4: Communication Style
Question
How is the message presented?
| Code | Style |
| 1 | Informational |
| 2 | Promotional |
| 3 | Inspirational |
| 4 | Interactive |
| 5 | Celebratory |
| 6 | Community-building |
Informational
Simply provides information.
Example:
The conference will take place on Friday.
Code:
1
Promotional
Trying to attract students.
Example:
Apply now and secure your future.
Code:
2
Inspirational
Motivates.
Example:
Success begins with ambition.
Code:
3
Interactive
Requests participation.
Example:
Tell us your favorite campus memory.
Code:
4
Celebratory
Celebrates achievements.
Example:
Congratulations to our students.
Code:
5
Community-building
Emphasizes belonging.
Example:
Together we create a stronger university community.
Code:
6
Variable 5: Visual Strategy
Question
What dominates the image/video?
| Code | Visual |
| 1 | Students |
| 2 | Faculty |
| 3 | Campus |
| 4 | Events |
| 5 | Infographics |
| 6 | Achievements |
| 7 | Partnerships |
| 8 | Mixed |
Example
Photo of students studying.
Code:
1 = Students
Example
Poster announcing applications.
Code:
5 = Infographics
Example
Students receiving awards.
If the awards dominate:
6 = Achievements
If the students dominate:
1 = Students
Use the coding manual consistently.