Communicating under fire: higher education communication on social media during the Israel–Hamas war

Purpose This study explores the strategic use of social media by Israeli higher education institutions (HEIs) during the Israel–Hamas War. Specifically, it examines how universities utilized digital platforms for crisis management, reputation building and community engagement during a prolonged security crisis. Design/methodology/approach We conducted a quantitative content analysis of 1,010 posts from the official Facebook pages of 10 Israeli research universities over the first four months of