📄 Abstract
University communication has become increasingly important as higher education institutions operate in a multi-channel and increasingly digital information environment. However, the effectiveness of institutional communication cannot be assessed solely from the perspective of the communicating organization; it also depends on how different audiences access, receive, evaluate, and respond to institutional information. This study examines audience reception and evaluation of university communication through a case study of Trade Union University, Vietnam. The study employs a mixed-method design combining a structured survey of 400 university staff, employees, graduate learners, and undergraduate students with in-depth interviews and observation. The quantitative data were analyzed using descriptive statistics and comparative tests to examine patterns of information reception, information needs, content evaluation, satisfaction, and perceived communication effectiveness across different communication channels. The findings indicate that the university's official website and Facebook fanpage are the most frequently accessed communication channels, while newer social media platforms such as YouTube, TikTok, and Instagram receive comparatively lower levels of audience attention. Audience evaluations of communication content are generally positive, particularly with respect to content and visual design, while satisfaction is highest with the Fanpage (M = 4.06) and website (M = 4.01). Digital and social-media-based communication is also perceived as relatively effective for student recruitment, with online consultation through the university's social media channels receiving the highest effectiveness rating (M = 3.91). The findings further indicate differences in information access patterns across audience groups, suggesting that university communication is not a homogeneous process but varies according to audience characteristics and information needs. Overall, the study demonstrates that effective university communication requires an audience-oriented approach that connects channel selection, information relevance, content quality, timing, and audience satisfaction rather than simply expanding the number of communication platforms.
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📚 How to Cite:
Le Thi Hong Nhung , AUDIENCE RECEPTION AND EVALUATION OF UNIVERSITY COMMUNICATION: EVIDENCE FROM TRADE UNION UNIVERSITY, VIETNAM , Volume 13 , Issue 8, August 2026, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , Pages: 95 - 109 , DOI: https://doi.org/10.36713/epra31266