Harnessing Social Media in Higher Education: An Examination of Advert Poster Design and Brand Identity within Thai Universities

This study investigates the use of design elements in the advertisement

posters on the Facebook pages of ten Thai universities, comprised of

five government and five private institutions. Using the Multimodal

Corpus Analysis Tool (MCAT), the study systematically analyzed the color

characteristics and dominant colors employed in the universities' Facebook

advertisement posters. Findings revealed that while color characteristics

were similarly employed across the universities, the use of dominant

colors varied significantly. Government universities were found to

incorporate their theme colors in the designs, reflecting their brand

identity. In contrast, private universities predominantly used colors to

augment the content of their advertisements, rather than to represent

their institutional identities. This study provides valuable insights into

how different color and design elements are utilized by Thai universities

in their social media communication to enhance their brand identities

and content messaging.