| Abstract [eng] |
The way people comment online is really important because it can shape what others think influence the decision-making of comments. It affects how people interact on the internet, and comments can be either helpful or harmful. Understanding online commenting helps individuals and institutions engage with online communities in a positive way. A case analysis was done at a Lithuanian university, but the University's name is kept confidential for ethical reasons. To implement the research design two data collection methods were selected such as observation and interview. First theoretical methods, document analysis was used to explore and define the factors related to the channel of communication tool which was included with document analysis to review of existing primary literature and analysis of the existing posts records from the Facebook page and Facebook private group by looking at existing documents and posts to understand communication tools. Combining quantitative data and interview findings gives a complete view of online commenting culture from perspective of (Snelson, 2016), it helps answering questions like the role of comments in shaping discourse and why people engage in online commenting. Ethical considerations were carefully addressed, including privacy and consent, ensuring the University's reputation is protected while gaining valuable insights. People mostly leave comments to seek information, express opinions, and share thoughts and positive and constructive comments, like feedback and suggestions, are common and contribute to a positive environment. Factors like content and context influence commenting, and fostering a sense of community and using visuals are effective strategies to increase comment activity and Visual formats on the analyzed channels attract users to comment. This study provides that uncovering Online commenting is important for building communities, promoting social interaction, sharing information and encouraging civic engagement. |
