The Impact of the Communicative Behaviour in Social Media on the University Brand Image

Purpose: Communicative behaviour as a state of relationship which influences bilateral feelings, needs, and thoughts for more unambiguous open communication (Ivanov & Werner, 2010) can affect the brand image. Correspondingly, from side universities toward students through social media has significant role.
 Facebook is powerful communicational channel. It effectively efficiently took control business sector, advertising furthermore, educational realm. an enduring influence on way how people communicate, time passes, it becomes essential part their lives.
 The article presents behaviours Georgian higher institutions in media, especially Facebook, attitude existing or potential towards communicative HEIs. findings show what kind does customer perception correspondingly image.
 Study design/methodology/approach: Considering sensitivity nature research two types studies were selected. Observing directly pages was selected leading type research, since content, well responsiveness engagement further communication, clearly visible visually. In addition, we have decided to listen customers themselves. Because this reason focus groups talk about expectations reality terms universities.
 Findings: results both, observation group showed lacks lapses specifically Facebook. most crucial ones detected be following: delays distributing valuable information, content not so much interesting students, indirect answers student queries ignoring at all.
 Originality/value: globalizing landscape branding become different reasons. Not only attracting but also retaining being exceptional they follow modern trends. Communication, direct indirect, one deserves attention. value current showing gaps between “what done” should done”.