Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis

John, Surej P.; Walford, Richard; Purayidathil, Joseph

doi:10.1177/23197145211072198

Cited by 10 publications

(3 citation statements)

References 91 publications

(125 reference statements)

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“…Shukla and Bhasin (2022) identified key factors influencing reachability and engagement on social media platforms for Indian universities. John, Walford and Purayidathil (2022) explored the persuasion process in social media marketing, while Soares et al (2022) analyzed consumer engagement in firm-generated content on Facebook in the context of Brazilian higher education institutions. Collectively, these studies provide valuable insights and strategies for Islamic universities to effectively utilize social media marketing for brand development, relationship building, and student engagement.…”

Section: Social Media As Marketing Tools For Islamic Higher Education...mentioning

confidence: 99%

Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

Utami,

Fahmi,

Prastya

2024

SMC

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Social media have used by Higher Education Institution (HEI) for marketing communication and promotion purpose. Thus, some studies show that social media as a marketing tool in universities has not been widely practiced in predominantly Muslim countries. This paper aims to show Islamic universities in Muslim countries in various regions use social media as marketing tools, with focus on platforms utilization, engagement with users, and content analysis based on brand post categories. The data collected from the number of social media followers, reactions, and posts from top 12 Islamic universities in Muslim countries based on rank released by UniRank in 2021 and analyse with the software FanpageKarma. The time frame (2021) was chosen because the pandemic Covid-19 at that time has risen the social media usage by users. This papers also offers information about content analysis for social media posts on Instagram and Facebook, and describe it based on the experience brand posts, brand community, and brand resonance.

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Section: Social Media As Marketing Tools For Islamic Higher Education...mentioning

confidence: 99%

Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

Utami,

Fahmi,

Prastya

2024

SMC

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“…Growing recognition of the importance of online marketing in general-as well as online promotion in particular-for HEIs has been reflected in the emergence of various online agents who specialize in providing exclusive online marketing services tailored to the needs of these types of institutions. Globally, HE has surpassed other industries, in terms of utilizing Google AdWords to drive traffic to organizational websites, due to the benefits of high search volumes, opportunity targeting, and transparent tracking tools [61].…”

Section: Online Marketingmentioning

confidence: 99%

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Hùng

Yen

2022

Sustainability

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Globalization and internationalization have received increasing attention from researchers in the field of education management over the past decade, who have found that internationalization is an indispensable component in the sustainable development of higher education (HE). This research aims to construct Innovative Marketing Strategies (IMS) for international student recruitment and contribute to the sustainable internationalization of higher education (IoHE). A literature review was used to construct an Innovative Marketing Strategies questionnaire. Data collected from 300 international students studying in Taiwan were used for a feasibility analysis in order to construct the final questionnaire, and survey data collected from 522 participants were used for more in-depth statistical analysis of the final strategies. The research results indicate that combining the marketing mix 4C with an innovative strategy (IS) approach provides sustainable recruitment marketing strategies toward higher education institution internationalization from a customer-oriented perspective. The IMS in this study includes 2 dimensions, 10 strategies, and 32 indicators. Additionally, a comprehensive analysis demonstrating the perspectives of international students with respect to the strategies was also conducted. This research contributes to the theoretical development and practical implementation of sustainable HE internationalization management. Discussions and recommendations based on the results of this study are also given.

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“…Audio conferencing, video conferencing, internet calling services, e-learning, and the Zoom application are examples of prominent platforms for connecting institutions and students. Furthermore, John, Walford, and Purayidathil (2022) [66] revealed that social media has a significant influence on the attitude formation and decision making of international students. Thus, technological capability strategies and proactive approaches are the core capabilities of higher education institutions.…”

Section: Business Technology Strategy and Export Performancementioning

confidence: 99%

The Effect of Business Technology Strategy on Inward Export Performance in the Malaysian Higher Education Industry

et al. 2022

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Services export plays a significant role in the world economy and benefits businesses and countries. In the service sector, higher education service has become vital for countries’ economic sustainability. The flux of international students has created global business opportunities and trade networks. However, past studies have largely focused on exports within the manufacturing industry rather than service exports, particularly on the inward export service industry. Therefore, the present study was conducted to investigate the relationship between business technology strategy, cultural sensitivity, and export performance in the higher education service industry. Data were collected from directors of international offices of 137 Malaysian higher education institutions. PLS-SEM was used for data analysis using the SmartPLS 3.2.8 software. The findings reveal that business technology strategy is positively related to cultural sensitivity and inward export performance. Furthermore, the study found that business technology strategy mediates the relationship between cultural sensitivity and inward export performance. The findings can help researchers in understanding factors that influence the inward export performance of higher education institutions. Since business technology strategy plays a mediating role in the inward export performance of higher education, this study recommends that Malaysian higher education institutions (HEIs) are equipped with the latest education-related technologies in order to increase their internationalization performance.

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Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis

Cited by 10 publications

References 91 publications

Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

The Effect of Business Technology Strategy on Inward Export Performance in the Malaysian Higher Education Industry

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