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1.
Efthymios Constantinides Marc C. Zinck Stagno 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):7-24
The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution. The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments. The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice. While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools. 相似文献
2.
In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data from current university students across the U.S. (n?=?364) and one-on-one interviews (n?=?12) with students at a small liberal arts college, the authors address conflicting information where students report both using and not using social media to narrow their search and make their matriculation decision. The findings suggest that while students may not report visiting social media sites or may report that social media does not impact their matriculation decision when asked in a survey, in interview settings the vast majority of students reported using social media platforms to learn more about higher education schools under consideration. By exploring which platforms students use and the selection of platforms for specific use cases, the authors provide suggestions and guidelines for social media managers looking to maximize the effectiveness of their social media recruiting strategies and campaigns. 相似文献
3.
Social media in higher education: understanding how colleges and universities use Facebook 总被引：1，自引：0，他引：1
This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts. 相似文献
4.
Tri D. Le Angela R. Dobele Linda J. Robinson 《Journal of Higher Education Policy & Management》2019,41(1):18-34
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site. Content analysis of 865 questions was conducted to examine the information regarding the factors students seek when selecting a university. The findings report information requirements on five major dimensions, namely reputation, career prospect, learning and leaching, administration and student life. This paper contributes to higher education literature by revealing the university information search factors students most commonly seek on social media, utilising a unique data source derived from actual online questions. Through understanding the eWOM-seeking behaviours of prospective students, universities can more accurately target their social media content. 相似文献
5.
Gabriel Simiyu Ronald Bonuke Joyce Komen 《Journal of Marketing for HIGHER EDUCATION》2020,30(1):66-86
ABSTRACT Using cross-sectional data from 504 students from four Kenyan universities, this study evaluates the indirect effect of brand personality on the relationship between social media and students’ behavioral intentions to enroll in postgraduate studies. Additionally, the study examines the moderating effect of attitude on the relationship between social media and brand personality, social media and students’ behavioral intentions, brand personality and students’ behavioral intentions. Finally, it investigates the moderating effect of attitude on the indirect process of brand personality on the relationship between social media and students’ behavioral intentions. The study is guided by the Theory of Planned Behavior, Technology Acceptance Model and Self Congruity Theory. Process Macro is used to analyze data. Results indicate that social media significantly predicts students’ behavioral intentions and this relationship is partially mediated by brand personality. Besides, attitude moderates the relationship between social media and students’ behavioral intentions and also the relationship between brand personality and students’ behavioral intentions. Finally, attitude has a conditional effect on the indirect relationship between social media and student’s behavioral intentions via brand personality and this effect is much stronger with a higher level of attitude. These findings contribute new knowledge to literature and theory. 相似文献
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Chris Evans 《British journal of educational technology : journal of the Council for Educational Technology》2014,45(5):902-915
Can social media be used to enhance the process of learning by students in higher education? Social media have become widely adopted by students in their personal lives. However, the application of social media to teaching and learning remains to be fully explored. In this study, the use of the social media tool Twitter for teaching was considered. Undergraduate students in Business and Management (n = 252) were encouraged to use Twitter for communicating with their tutor and each other during a 12‐week course. Their involvement was evaluated using a survey considering amount of Twitter usage and students' attitudes and experiences. The data were analysed using factor analyses, which revealed a single usage construct and three attitudinal factors. Three findings emerged. Firstly, a positive correlation was found between amount of Twitter usage and student engagement in university‐associated activities including organising their social lives and sharing information. Secondly, course‐related tweeting was not related to interpersonal relationships between students and their tutor. Thirdly, Twitter usage did not impact class attendance. The results are salient for educational practitioners wishing to introduce social media into their teaching. 相似文献
8.
Kelli J. Chromey Amy Duchsherer Jennifer Pruett Kyle Vareberg 《Educational Media International》2016,53(1):1-12
The purpose of this research is to identify the students’ perceptions of social media use in a classroom setting. Knowing students’ perceptions of social media can help the instructor build a course that both student and teacher can find effective. Using focus groups this study found a model to determine if social media is an appropriate or inappropriate tool to incorporate into the classroom. The findings showed that social media can be a double-edged sword. Students are willing to accept social media use for class purposes under circumstances they perceive as appropriate. Students deem social media use as appropriate if it can be used without providing personal information, is the most effective tool available, can be engaged in voluntarily, is used for the purpose of announcements, and is perceived by the students as a convenience. 相似文献
9.
There has been a substantial rise in the number of students enrolling in part-time taught postgraduate awards. This study investigates the reasons or motivation for students to spend significant amounts on tutorial fees and find time alongside work, family and social commitments to take a taught postgraduate award. Data were gathered through interviews with 21 part-time students in taught postgraduate programmes in Hong Kong. Students all held several motives for studying, so the outcome was a framework for explaining multiple interacting motives. Main categories of motivation were related to qualifications, current career, potential future career, interest, perpetual students and professional and social networks. Individual students displayed varying degrees of these motivations and the sub-categories of them. Students were able to specify their needs in terms of advanced specialised study, so enrolment satisfied a need for continuing professional development. The rise in taught postgraduate enrolments, in search of advanced specialised knowledge, seems set to continue as undergraduate degrees become broader and more attribute-oriented and the knowledge explosion makes it harder to reach the frontiers of knowledge. 相似文献
10.
《Journal of Further & Higher Education》2012,36(1):126-146
This paper reports the findings of a qualitative study that investigated 25 international students’ use of online information resources for study purposes at two Australian universities. Using an expanded critical incident approach, the study viewed international students through an information literacy lens, as information-using learners. The findings are presented in two complementary parts: as a word picture that describes their whole experience of using online information resources to learn; and as a tabulated set of critical findings that summarises their associated information literacy learning needs. The word picture shows international students’ resource use as a complex interplay of eight interrelated elements: students; information-learning environment; interactions (with online resources); strengths-challenges; learning-help; affective responses; reflective responses; and cultural-linguistic dimensions. In using online resources, the international students experience an array of strengths and challenges, and an apparent information literacy imbalance between their more developed information skills and less-developed critical information use. The critical findings about information literacy needs provide a framework for developing an inclusive informed learning approach that responds to international students’ complex information using experiences and needs. While the study is situated in Australia, the findings are of potential interest to educators, information professionals and researchers worldwide who seek to support learning in culturally diverse higher education contexts. 相似文献
11.
针对福建省大学生进行广告调查,发现学生群体对知名度高的智能手机品牌的微信关注度较高.他们关注公众账号的主要目的是获得最新资讯,微信尚未成为影响消费者决策的关键平台.智能手机品牌传播应通过微信社交平台提升好感度,促进产品销量. 相似文献
12.
The paper presents the findings of a study of the decision-making process which precedes the choice of a university in Greece.
Specifically, the degree of rationality exhibited by prospective students is assessed in an attempt to provide a test for
the economic approach to the explanation of human behaviour. Information search is used as an indication of rationality and
measured through a survey conducted among 220 university students in the academic year 2003/2004. The findings provide weak
support for the rationality postulate in that they indicate that more than 40% of respondents could not be classified as information
seekers. Logistic regression analysis was used in order to identify characteristics associated with the propensity to engage
in information search: high socioeconomic status students, students who perceived the decision as important, and students
who had acquired information prior to the choice of a university were found to be more likely to engage in information search.
The paper draws attention to the limitations of the economic rational man model of human behaviour and discusses the implications
of the findings for the promotional strategy of universities. 相似文献
13.
Timothy D. Pippert Laura J. Essenburg Edward J. Matchett 《Journal of Marketing for HIGHER EDUCATION》2013,23(2):258-282
Colleges and universities have expanded their use of the internet and social media in marketing strategies, but the direct mailing of admissions brochures continues to be at the heart of recruitment efforts. Because admissions brochures often serve as a potential student's introduction to the campus, they are carefully crafted to provide a specific impression of the institution. This study examined one aspect of the marketing of colleges by examining the portrayal of racial and ethnic diversity. Through a content analysis of over 10,000 photographs from 165 four-year institutions in the US, the accuracy of the photographic portrayal of diversity in recruitment materials was assessed. Findings indicate that the majority of institutions provided images of diversity to prospective students in 2011 that were significantly different than the actual student body. Furthermore, diversity was typically symbolized by portraying African American students at higher rates rather than presenting a more representative student body. 相似文献
14.
Margo O'Sullivan 《Irish Educational Studies》2013,32(3):241-251
Since the late 1980s and early 1990s, Comparative and International Education (CIE) has almost disappeared from the curricula of teacher education colleges in Ireland, the United Kingdom and the United States. Yet, CIE is experiencing a revival at postgraduate level. This article will explore the reasons for this dichotomy and the decline of CIE in initial teacher education. It will use findings from a research study in an Irish teacher education college to inform this exploration. The author initiated, developed, and offered a CIE course to final year BEd (n=24) students in 2003 and again in 2005. This article will use data gathered during the latter course to explore CIE for undergraduate trainee teachers, considering students’ motivation for choosing to study CIE, their perceptions of CIE, and their beliefs about how it may enhance their professional practice in classrooms. It will explore, in particular, a significant finding that emerged from the study – the potential of CIE in developing student teachers’ capacities to teach in multicultural classrooms. 相似文献
15.
Jenna Marie Condie Ivett Ayodele Sabirah Chowdhury Shelley Powe Anna Mary Cooper 《Journal of Marketing for HIGHER EDUCATION》2013,23(2):192-209
Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department’s ‘rotation curation’ approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced ‘rotation curation’ approach to social media management. 相似文献
16.
陈淑容 《福建教育学院学报》2012,(1):76-79
信息时代对人的要求在很大程度上取决于个人对信息搜索、获取、吸收、传递和创造的能力。学生在网络信息时代应该充分利用网络中丰富的信息资源为语文学习服务,培养快读、快写、快思的语文素养,以适应社会发展的需求。网络信息所显示的快捷、新鲜、繁多、不确定等特点,要求中学语文教师在语文教学中能够帮助学生利用网络有效地筛选并获取信息资源,实现阅读和写作方式的变革和发展。笔者在课堂教学和语文活动课中,尝试利用网络有意识地培养学生搜索和截获语言信息的能力。在网络时代,应用建构主义学习模式,采用探究性学习的形式能够有效地提高学生获取并运用语言信息的能力。 相似文献
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18.
Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the decision-making processes of transnational education students and the student recruitment efforts of the exhibiting higher education institutes. This research project discusses how international student recruitment trade shows can positively influence the perceived value students obtain from visiting these trade shows. The findings of this qualitative study show the positive effect higher levels of social emotions have on students’ perceptions of international study options from pre-purchase to post-consumption and on the effectiveness of student recruitment trade shows. 相似文献
19.
The purpose of this qualitative study was to explore the role of online communities and the impact of educational social media on 14 Saudi female college students who were studying in the United States. The findings revealed that social media was important to the participants for maintaining relationships and seeking out information from others. Social media was also an important way for participants to remain close to their communities and keep in contact with Saudi friends and family; however, the use of social media to interact with their communities was often shaped by Saudi cultural expectations. Most of the participants enjoyed online education and interacting with others in an online educational setting because it promotes collaborative learning and cultural interaction. Overall, social media used for educational purposes was mostly seen by the participants as a positive and beneficial part of their educational experiences. 相似文献
20.
Brent Goff Vanessa Patino Gary Jackson 《Community College Journal of Research & Practice》2013,37(10):795-803
To effectively communicate with potential students, it is important to utilize their preferred information sources. Survey data were gathered from 716 high school students who planned to attend college. There were communication source differences based on race and intent to attend two-year vs. four-year institutions. Important information sources for potential community college and university students include media, social normative, and direct sources. Recruiting and marketing strategies are discussed. 相似文献