ASSESSMENT OF THE FORMATİON OF THE İMAGE OF THE UNİVERSİTY İN SOCİAL NETWORKS USİNG AI TOOLS

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Instagram Facebook, Twitter, the impact of publications in social networks of the International Kazakh‑Turkish university named after Khoja Ahmed Yasawi in the period from the beginning of 2022 to the beginning of 2025 on the formation of the image of the university is analyzed in detail using artificial intelligence (AI) tools. In the course of the study, such aspects as the influence of language and visual content on the image, the emotional coloring of publications (sentiment analysis), topic modeling and visual recognition (image recognition) are considered.

The content on social networks is systematically analyzed using AI-based Natural Language Processing (NLP), thematic modeling, sensory analysis and image recognition methods. As a result of the study, the image of the University in the digital information space, methods of communication with the audience and the effectiveness of content were determined.

Based on the results obtained in the article, specific recommendations are given to improve the digital communication strategy of the University. This work is a practical basis aimed at strengthening the image of universities in social networks and the effective use of AI tools.

In addition, the data obtained during the study were visualized and the dynamics of the content and the reaction of the audience were analyzed over time. The proposed methods form an innovative model for evaluating social network content and provide effective mechanisms for promoting the university brand.