Rise of Social Media Marketing: A Perspective on Higher Education

Do eReferral, eWOM, familiarity and cultural distance predict enrollment intention? An application of an artificial intelligence technique

“…Such activities on such platforms can empower institutions to attract and retain international students in the context of educational tourism (ed-tour) (Harazneh et al , 2018). Tourists are likely to use social media to search for information about a destination or institution (Peruta and Shields, 2018; Xiong et al , 2018). According to Ritchie (2003) and McGladdery and Lubbe (2017a, 2017b), socio-psychological forces such as experience, familiarity and culture are important factors for tourism product consumption.…”

Factors that promote social media marketing in retail companies

“…The development of social media marketing systems for the promotion of products or services has become more relevant in several sectors, such as eco-tourism, where a system is developed to improve the interactions and desires of the people in the travel decisions (Tetiwat et al, 2019), in the arts field a social media technology helps to co-create perfomances in London International Festival of Theater (Miles, 2018), in the construction field, where the social media are used as a tool to compete with foreign enterprises (Adedeji et al, 2018) and finally, in the education field, social media are used to reach and recruit prospective students more effectively gaining insights into students' behaviors, needs, and attitudes (Xiong et al, 2018).…”

Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles

“…Their study showed the positive role played by social media for the generation of brand knowledge, positive WOM and increment in sales. Xiong et al(2018) on the other hand, wanted to study the impact of social media marketing in the world of higher education in terms of student recruitment. They proposed a framework of student recruitment based on literature review.…”