PurposeThis study investigates the usage of university Facebook groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. Factors that can intensify the Facebook group activities of a University are examined as well as how Facebook can be used as a marketing tool to improve marketing campaigns. Design/methodology/approachThe study investigates and compares two Universities: the University of Novisad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. FindingsAn enhanced TAM oriented towards Facebook is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the Facebook group they enrolled on were determined. Common behavioral patterns of the usage tension of the Facebook group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the Facebook group. Research limitations/implications (if applicable)Larger samples should be used for future research. Practical implications (if applicable) Originality/valueThe paper proposes a marketing strategy a higher education institution should follow to more effectively use Social Networking Sites as a marketing tool.

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Despite previous research claiming surveillance emerges from student evaluations of teaching (SET), there is an absence of research using surveillance theory to determine whether it emerges, the nature of the surveillance should it emerge, and how academics resist its effects.Through an analysis of four university business schools, a top-down vertical surveillance imbued with disciplinary procedures is identified, involving a few managers scrutinising many academics through the observations of many students. A bottom-up vertical surveillance is also identified, involving many academics scrutinising a few managers through the observations of many students. The similarities and differences between mystery shopping and the surveillance emerging from SET are also explored to highlight the crucial role students play in the surveillance. A further contribution is made through an analysis of how academics engage in resistance activities designed to disrupt the flow of performance information between observer and observed.