Managing the tone of voice of the management department of lntu in the digital environment

Vavdiiuk Nataliia
Sc. (Economics), Professor, Head of Management Department, Lutsk National Technical University, Lutsk, Ukraine, E-mail:n.vavdiyuk@lntu.edu.ua, ORCID ID: https://orcid.org/0000-0001-9100-3722

Galushchak Valentyna
Ph. D. in Economics, Associate Professor of Management Department, Lutsk National Technical University, Lutsk, Ukraine, E-mail:galushchak.valentina@lntu.edu.ua, ORCID ID: https://orcid.org/0000-0003-1113-7400

Podash Angelina
student, MSc «Management», Lutsk National Technical University, Lutsk, Ukraine, E-mail:podasangelina@gmail.com, ORCID ID: https://orcid.org/0009-0004-2431-4087

Cite this article:

Vavdiiuk N., Galushchak V., Podash A. (2024) Managing the tone of voice of the management department of lntu in the digital environment. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Upravlinnia tonom holosu brendu kafedry menedzhmentu lntu v tsyfrovomu seredovyshchi; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 7-8 (320-321), pp. 114-119.

Abstract

Nowadays, it is impossible to imagine the activity of a higher education institution, a faculty, a department without a communication strategy in social networks, which are digital tools for promoting their brand. The saturation of digital content requires an appropriate voice and tone of communication to ensure brand awareness. The values of the brand are the main principles that underlie the activity and determine its characteristics. Defining brand values is an important step in creating a brand identity and is reflected in every element of digital communication, including the brand voice. Research methods have been developed to test the hypothesis: the formation of the variability of the brand tones of the Department of Higher Education will lead to measurable differences in the impressions of users from watching videos. Measurements of the tone of voice of the brand were analyzed on the example of the Department of Higher Education: qualitative testing of interaction according to different tones of the voice of the brand of the Department of Higher Education; a quantitative online survey on the realization of the brand's tone according to the criteria of friendliness, reliability and desirability. Multiple regression analysis between the researched factors friendliness and credibility (as independent variables) proved their statistical significance as predictors of desirability, such as willingness to recommend the brand. The coefficient of the multiple regression equation of the data differs from 0 and is lower (p iess then 0.05). This indicates the high reliability of the obtained results. It has been established that the influence of tone on brand perception is quite significant: the tone of voice of the brand should be checked, as well as other elements of interaction with the user. The study also identified the mediating roles of brand identification and satisfaction.The media presence of HEI ensures brand recognition not only among the target audience, but also among stakeholders, improves reputation and image.

Keywords

brand tone of voice, social networks, target audience, online communication management, digital communication strategy.

JEL classification: D910; М310; I230; DOI: https://doi.org/10.32680/2409-9260-2024-7-8-320-321-114-119

UD classification: 339.138:341.31

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