Abstract
The purpose of this research article is to examine the Facebook content themes and structural efficiency of higher education institutions in order to understand how these factors influence engagement. The sample consisted of 4703 Facebook posts from the top ten most popular Indian and global higher education institution pages. The platform engagement options were used to categorize audience reactions, while structural attributes were examined in accordance with applicable theory using a negative binomial regression model. Factor analysis and descriptive metrics were used to evaluate theme efficacy. The findings highlight the significance of developing a comprehensive assessment of content structural efficiency. The paper presents a number of evidence-based recommendations for projecting and estimating content performance. This study adds to the body of knowledge by first merging the content subject with its structural parts. Previously, the content theme was thought to be a qualitative unit.
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