Download or read book An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia written by Francis Mukosa and published by GRIN Verlag. This book was released on 2022-10-12 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Pass, , course: Marketing, language: English, abstract: HEIs in Zambia have adopted the use of social media in advertising, online learning and also for administrative purposes. Social media has developed in the recent years to a level where it presents itself as the biggest virtual market with the potential to increase geographic markets and revenue for organizations. While cases of HEIs that have used social media marketing for purposes of marketing exist in other places, there is no significant research in the Zambian environment that shows empirical evidence that the use of social media marketing can impact marketing performance in HEIs. The purpose of this study is to investigate the effectiveness of social media marketing on marketing performance in HEIs and the findings are meant to build a model for social media marketing for HEIs in Zambia in (see figure 5.2 in Chapter 5). Data in this research was collected from twelve HEIs using both qualitative and quantitative research methods, since this research is a mixed research with both deductive and inductive arguments. The data collection techniques included a semi structured interview for qualitative data and a semi structured questionnaire for the quantitative data. Data analysis was carried out using different techniques in SPSS for the quantitative data and content analysis using Google analytics for the qualitative data. The implications of the findings in chapter four mean that HEIs in Zambia must begin to use social media not only for administrative or advertising purposes but they must use it effectively as a tool to increase their market share and increase their revenue. The findings and data analysis in this research indicated that social media is effective in marketing HEIs in Zambia, however these institutions must adopt the suggested model in Figure 5.2 in Chapter 5 if they are to enhance social media performance for marketing

Download or read book Higher Education Marketing in Africa written by Emmanuel Mogaji and published by Springer Nature. This book was released on 2020-05-20 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

Download or read book Adoption of Social Media Marketing in the Higher Education Industry in Malaysia An Empirical Study written by Wee Leong and published by GRIN Verlag. This book was released on 2018-05-03 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2018 in the subject Business economics - Information Management, , language: English, abstract: With the introduction of personal computers, the Internet, and e-commerce have in fact created a tremendous impact on how businesses operate and market their products or services nowadays. The introduction of social media technology is accelerating and has become a trend for youngster and business partner today. The purpose of this study was to investigate how social media marketing was implemented and adopted in the higher education institutions in Malaysia. Specifically, this study focused on the positive influence of using social media marketing and the benefits the Social Media Marketing system had provided to institutions which had accepted and utilized this new innovation. This study also aimed to determine the concern factors of adopting the Social Media Marketing system into current company management systems. An integral part of this research was to develop and to empirically test a model of the adoption of Social Media Marketing in the context of higher education institutions in Malaysia which based on the concepts of Rogers [2003] the Innovations Diffusion Theory (IDT), and Ajzen and Fishbein [1975] the Theory of Reasoned Action (TRA). This research used a questionnaire to assess the higher education institutions in Malaysia on their cognition and perspective of the relative advantage, compatibility, complexity, trialability and observability of the Social Media Marketing; as well as to assess their attitudes and subjective norm toward their behavioral intentions of using the Social Media Marketing system. Research findings revealed the attributes of innovations mentioned above were significantly positively associated with the adoption of Social Media Marketing. According to the research results, managerial implications and opportunities for future research were discussed.

Download or read book Tweets Likes and Click Throughs written by Christina Crovetto and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education institutions could determine the effectiveness of an ad placement by inserting a code directly on the ad and counting the number of individuals responding to the ad, currently social media metrics are more nebulous. The purpose of this collective case study research design was to measure the effectiveness of higher education marketing initiatives distributed through social media vehicles including Facebook, Twitter, Instagram, Pinterest, and WhatsApp in promoting the mission and image of higher education institutions. This study was guided by four research questions: 1. How are higher education institutions using social media metrics to measure the effectiveness of their marketing campaigns? 2. What social media marketing techniques are most successful in promoting higher education institutions? 3. To what extent do social media marketing initiatives advance a higher education institution's mission and image? 4. To what extent are social media marketing initiatives used in higher education to provide information and promote public discussions? The aim of this research study was to examine the extent to which social media technologies are being utilized and measured by higher education marketing professionals to promote their institutions' mission and image. Semi-structured interviews and artifacts were employed to gauge higher education marketers' responses to how they currently leverage social media technologies during the COVID-19 pandemic. The researcher completed this case study utilizing two qualitative data collection methods. The findings for the interview questions indicated that the advent of the COVID-19 pandemic has had a profound impact on social media practices at HEIs, although adequate staffing for dedicated positions to social media efforts is lacking. Additionally, HEI marketing professionals are generally using platform-based metrics, including social listening, to measure the impact of their social media marketing efforts, which corroborates previously published research. The findings for the artifacts review revealed that HEIs dedicated digital space and time to pandemic-related news coverage in their social media efforts. Due to the evolving nature of social media in tandem with the COVID-19 pandemic, this research could be replicated at a later point in time or post-pandemic to evaluate its long-term effects on social media practices at HEIs across the country.

Download or read book Social Media Marketing and Customer Based Brand Equity for Higher Educational Institutions written by Charitha Harshani Perera and published by Springer Nature. This book was released on 2022-09-30 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Download or read book Marketing and Branding in Higher Education Institute written by Seyed Mohammad Mohajer and published by Seyed Mohammad Mohajer. This book was released on 2020-12-01 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dr. Seyed Mohammad Mohajer, author of this book, for the first time, on the subject of SEM (Student Experience Management) and TEM :(Teacher Experience Management), Expresses and writes In today’s competitive world in which men are looking for acquiring a better place for themselves and their properties, indeed it can be said that people who compete on a full scale in marketing and branding by learning knowledge and experience, are more successful. Apart from people, countries, cities, businesses, historical and religious sites, companies, products, services, and even government agencies are endeavoring and competing to possess a better place and more profitability. In the meantime, universities, higher education institutions, and specialized schools such as Business Schools, Language Schools, Art Schools, etc are not exceptions. Contest in the digital and traditional area, simultaneously, and with a proper strategy and developing systematic advertising campaigns can make a university or higher education institutions a brand. Since the branding process, as its name implies, has a -ing (continuous), the process must be continual and running continuously. One of the most significant tools in higher education institutions branding is CEM (Client Experience Management) which includes SEM (Student Experience Management) and TEM (Teacher Experience Management). Valuing the main audiences, which are students and professors, and creating a distinctive and excellent experience in the educational environment either in a digital or in a traditional area, can lead to receive excellent feedback from these audiences and direct them to the brand layers that are Awareness, Knowledge, Attitude, Engagement, Satisfaction, Loyalty and the highest level that is Passion, which the same matter make the sense of constancy and belonging and conversion Trademark (Servicemark) a higher education institution to a Lovemark. But how this distinctive experience and feeling can be infused with the audiences? Undoubtedly, many solutions are recommended in this field, such as the use of sensory branding methods, but the important point here is who can create and improve this experience? Certainly, the University Staff has a key and very effective role in the mentioned process. However, the significant point is which employees can make this experience? The answer is very simple but key: Employees who first receive a good sense of working in a scientific and educational environment. Therefore, we are facing a phenomenon called SEM (Staff Experience Management), that is, university administrators and heads, before engaging in Client Experience Management, should seek to create a sense of satisfaction, belonging, and loyalty in the educational environment and grow their educational brand set, which its tools are certainly Employer Branding and Human Capital Management. By mentioning all the foregoing keywords, each of which is a deep concept in BRAND Building and Branding of higher education institutions discussion, we begin our main discussion, namely marketing and branding in higher education institutions. I hope you will be with us by the end of the book and experience a different studying the book, dear reader. Dr. Mohajer writes in his introduction: Be the best version of yourself I daresay all brand and branding concepts and definitions can be observed in the above sentence. whereof the brand, like a human, experiences all the before birth, birth, growth, maturity, wane and death processes, and since a real human being is always looking for growth and ascendancy, and this continuous process to reach the endpoint Life, thus the grown man is always looking to reach a higher point of his present and past. The most important tool in a human ascendancy or a brand is certainly an education. Either for a human or a brand, becoming a distinct brand goes through practical training. The above sentences are a summary of my little experience as Seyed Mohammad Mohajer in education and especially training in the brand management field. Certainly, the brand and education and the combination of these two words are the main and vital tools for the development of any country and human being. Now that I am the President of Tarjoman Oloom Higher Education Institute and the BrandAfarin international group, I consider it necessary as my social mission to start first from myself and with a better understanding of myself, then the great God and comprehending the universe; I announce to the cultured society that we seek to identify brilliant talents in the three areas of education, research and management consulting, and we warmly welcome intellectuals, professionals and individuals seeking individual and organizational growth. Also, by creating skill training courses in four specialized fields of management in the Business School, foreign languages ​​in the Language School of Art and Media in the Art School, and new technologies in the i4.0 School for people who can not afford to pay for the training tuition, We have created the chance to study at Tarjoman Oloom Higher Education Institute for free and then go to the business market. It would be my honor to contact me for more information and direct communication through my website www.mohajer.tvLinks to an external site. and my email info(at)mohajer.tv. Book Details: ISBN-13 : 979-8574963845 Paperback : 272 pages Language: : English ASIN : B08PJPQSK9 Paperback : 272 pages Author: Seyed Mohammad Mohajer, PhD. (President of Tarjoman Oloom Higher Education Institute) For more information on Marketing and Branding in Higher Education Institute, visit: https://www.amazon.com/dp/B08PJPQSK9Links to an external site.

Download or read book Higher Education Institutions Embracing Digital Social Media Marketing written by Nerisa N. Paladan and published by . This book was released on 2019 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: At the age of the digital world, higher education institutions (HEIs) are challenged to be creative in reaching out and keeping in touch with their stakeholders and target markets that are mostly the young generation. Businesses and institutions like HEIs should be innovative in attracting customers/students using digital and social media marketing. They have to embrace fully digital and social media marketing in realizing their target market and staying connected with them. This research focused on identifying the common digital and social media marketing utilized by the top 25 universities in Asia and Africa, it also assessed the level of adoption of digital technology. Findings revealed that the majority of the top 25 universities in Asia and Africa use Facebook, Twitter, LinkedIn and YouTube for their digital and social media marketing and they differ in terms of the purposes of its usage and the level of adoption of digital technology. It shows that the collective responses by using digital and social marketing for HEIs are to market their programs and to give information about events and research of the HEIs. However, the majority of the top 25 universities in Asia had already reached fully digital and they use it for visionary production and design for the adoption of digital technology. Furthermore, most of the HEIs are using website design and interface as an essential factor on how to present themselves to their potential students.

Download or read book The Use of Social Media and the Academic Performance of Students written by Amos Mathias and published by GRIN Verlag. This book was released on 2019-03-12 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2019 in the subject Communications - Multimedia, Internet, New Technologies, grade: 72.0, Coventry University (School of Engineering, Environment and Computing), course: MSc. Management of Information Technology, language: English, abstract: The thesis aims at exploring the use of social media to improve students’ academic performance in Nigeria. The study is guided by the interpretivist theoretical perspective which follows a qualitative approach. The findings reveal that Taraba State University students have access to social media, but there is no official social media platform to build learning communities for the improvement of students’ academic performances in the university. In recent times, institutions of higher learning around the world are exploring various technologies that encourage active learning. One of such technologies is the use of social media in building learning communities. Learning communities have assisted students’ learning process by means of collaboration, sharing of ideas and information in their respective subject areas. This is in accordance with the benefits of mobile technologies and ubiquitous computing, internet of a thing and emerging technologies such as web 2.0 and social networking that has captivated the attention of students globally. It is this development that has triggered this research on use of social media to improve students’ academic performance in Nigeria. The study is guided by the interpretivist theoretical perspective which follows a qualitative approach. The case study method and triangulation sampling are employed for indept data collection. Interviews, online survey and observation are used as sources of primary data collection. Constant comparative analysis method is used to analyse the data. Social media has become an integral part of people’s life as this technology enables people to network with friends and associates, share photographs, generate contents, interact in games and real time conversations. The ever-increasing proliferation of mobile technologies has increased the use of social media, more especially in universities where the technology is transforming the way students communicate, collaborate, interact and learn.

Download or read book A Critical Synthesis and Thematic Analysis of the Use of Social Media in Higher Education Marketing written by Liza P. Benedict and published by . This book was released on 2014 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examined empirical, peer-reviewed literature related to social media and marketing in higher education to answer how marketing has been implemented into social media in institutions of higher education and how effective that use has been. The literature review yielded numerous empirical studies conducted on social media and marketing in higher education but very few peer-reviewed studies on the subject. Twelve peer-reviewed, empirical studies were analyzed using a critical review and thematic analysis method to synthesize and report the outcomes. Findings from the analyses were outlined in a thematic map that explored three unifying main topics discovered in the 12 articles: (1) Why social media marketing is used in higher education (2) How social media marketing is being used in higher education, and (3) The effectiveness of the use of social media marketing in higher education. Data analysis concluded that prospective students still rely on the traditional forms of marketing, such as the website and print materials, although evidence is mounting that social media is gaining influence in the decision-making process. In addition, utilizing social media effectively in marketing efforts is more important than just having a presence on a site. Conclusions drawn suggested that university officials should plan strategically and they should be knowledgeable about how students prefer to communicate on social media so social media marketing can be incorporated into an institution-wide tactic that includes the gathering of measurable analytics on the effectiveness of the effort.

Download or read book Dissertation Abstracts International written by and published by . This book was released on 1988 with total page 876 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Role of Social Media Marketing in the Development of Arts Higher Education Schools in Philadelphia written by Yutong Chen and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the context of the COVID-19 pandemic, arts organizations have suffered tremendous shocks and challenges, such as loss of audience, rapid transition of art forms, health risks, and forced closures. As arts organizations prepare to reopen during the recovery from COVID-19, new questions arise: how to attract lost audiences, and how to expand the range of customers? Developing innovative marketing strategies is essential for arts organizations seeking to answer these questions. Digitalization has changed our lives dramatically, and marketing models are constantly changing as a result. In this changing context, arts organization managers are beginning to notice and value social media marketing models. My research uses four prominent Philadelphia institutions of higher education in the arts as case studies to analyze and investigate their existing social media marketing strategies and the current state of operations on different social media platforms. Firsthand data and feedback have been obtained by interviewing marketing department personnel from these four organizations and by monitoring interactions on their social media posts. Using a qualitative research approach to explore the role of social media in art institutions of higher education, I confirmed that social media marketing, and Instagram in particular, has contributed to the growth of art institutions.

Download or read book Marketing Using Social Media written by Jeffrey L. Merritt and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This quantitative research study sought to determine the impact social media advertising had on 15 community college courses. The enrollment data was collected from these 15 courses after they had been advertised using social media, and it was compared to the enrollment data for these same courses when they were offered in 2020. The social media platforms used in this study were Facebook, Twitter, Instagram, and LinkedIn. Using an independent t-test, it was determined there was no significant difference in enrollment between courses offered with the help of social media advertising and those same courses when they were offered in 2020 without the use of social media advertising. However, the level of significance was so small, that a closer look at each course's data was justified to determine if there were any identifying trends that could be beneficial to the instructional supervisors who are responsible for these courses. The results of this study indicated that the effectiveness of using a social media campaign to advertise higher education courses is dependent on the type of courses being advertised. Future research on the effectiveness of social media advertising higher education courses should focus on a specific category of courses. Only two of the 15 courses in this study had to be canceled due to low enrollment.

Download or read book Usage and Efficacy of Social Media Marketing Tools written by Gerard Ramos and published by . This book was released on 2019 with total page 74 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book A Higher Education Marketing Perspective on Choice Factors and Information Sources Considered by South African First Year University Students written by Melanie Wiese and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The South African higher education sector is currently facing many challenges. Factors such as a decrease in government funding, mergers and student unrest compel higher education institutions to apply effective strategies for funding and recruitment of quality students. Higher education institutions are forced to focus on restructuring and repositioning themselves, build a strong brand, communicate their image and to sustain their position in order to ensure a competitive advantage. In order to be locally relevant and globally competitive, higher education institutions need to become more marketing-oriented. In a restricted financial environment, higher education institutions will have to assess and reassess marketing strategies aimed at attracting quality first year students. A proper assessment of the importance of the choice factors students consider when selecting a higher education institution as well as the usefulness of the information sources they consider, will enable institutions to allocate funds, time and resources more efficiently and effectively. A quantitative study with a self-administrated questionnaire was used to allow students to complete the questionnaire during class lectures. Non-probability convenience sampling was used and a sample of 1241 students responded from six higher education institutions: the University of Pretoria, Tshwane University of Technology, University of Johannesburg, University of the Free State, University of Kwa Zulu Natal and the North-West University. The sample consisted of 64 percent females and 36 percent male students. The ethnic orientation distribution was as follows: 46 percent Caucasian, 41 percent Black African, 9 percent Indian, 3 percent Coloured and 1 percent students of other ethnic groups. The main goal of this study was to investigate the relevant importance of the choice factors, as well as the usefulness of the information sources, that first year Economic and Management Sciences students at selected higher education institutions in South Africa considered when they decided to enrol at a specific higher education institution. The findings indicated that some choice factors were more important to students than others, as well as the fact that students from different gender groups, ethnic groups, language groups and institutions differed in the importance they attached to the choice factors. The top ten choice factors respondents regarded as important in the selection of a higher education institution are: quality of teaching, employment prospects (possible job opportunities), campus safety and security, academic facilities (libraries and laboratories), international links (study and job opportunities), language policy, image of higher education institution, flexible study mode (evening classes and use of computers), academic reputation (prestige), and a wide choice of subjects/courses. The findings also revealed that information sources directly from a higher education institution, such as open days and campus visits, university publications and websites are the most useful to students, while information from mass media such as radio, television, magazines and newspaper advertisements are not as useful. The findings give marketing educators an indication of the importance of choice factors considered by prospective students in selecting a higher education institution, and enable higher education institutions to use their limited funds more efficiently to attract quality students, create a unique position and gain a competitive advantage. Based on the usefulness of information sources and the importance of choice factors considered, student focused marketing communication can be developed. This should aid students to make more informed decisions about the higher education institution they wish to attend. The study also add to existing theory in the fields of services marketing, higher education marketing and consumer behaviour, especially the field of outlet selection, as the institution can be viewed as the outlet for buying education. Information obtained from this study also contributes to the available research and literature on this topic and could be used by other researchers as a basis for future research.

Download or read book Impact of Social Media Marketing on an Indian Student s Decision of Studying Abroad written by Rishab Singh and published by . This book was released on 2020-07-06 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 4.5, The ESC Rennes School of Business, language: English, abstract: This research can help understand the overall impact of social media, concerning attractiveness of the destination, influence of friends and peers abroad and social media marketing by schools and college on Indian students' preference of college with the aim to study abroad, Few studies have conducted about the influence of social media on Indian students choosing abroad for higher studies. Moreover, it has become more about the preference of destination rather than preference of college. Increased use of social media networks by students is resulting in social media marketing by different colleges to greater extent. There is direct access to the admission gateway from one Facebook or Instagram post by respective colleges abroad. A lot of research has been done on the proliferation of students using social media, its impact on them, Indian students' mentality and factors affecting their decision of studying abroad. Major countries chosen in past and emerging attractiveness of European countries as next destination for Indians to pursue higher education are discussed. A decade ago, social media networks were often used for social interaction, primarily with friends with whom the students had a pre-established relationship offline. In no time, it had become a platform to explore cultural & social differences among countries.

Download or read book An Examination of Integrated Marketing Communication in U S Public Institutions of Higher Education written by Dawn M. Edmiston-Strasser and published by . This book was released on 2007 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: