Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand

John, Surej P.

doi:10.1007/978-3-030-47595-6_14

Cited by 3 publications

(7 citation statements)

References 15 publications

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“…To build better brands, higher education institutions must focus on increasing and improving the quality of their presence on social media platforms, and through websites and search engine marketing (Sawlani & Susilo, 2020). Social media can be used by higher learning institutions to disseminate information to the public about their creativity and success which increases public confidence (Gunawan et al, 2020) and trust in the institution (John, 2020).…”

Section: Digital Marketingmentioning

confidence: 99%

“…John's (2020) three relationship marketing success factors may be aligned with the Māori values of Te Wānanga o Aotearoa. Relationship marketing is an integral part of digital marketing in higher education (John, 2020). John (2020) identifies three critical relationship marketing success factors concerning digital marketing in higher education:…”

Section: Te Wānanga O Aotearoa and Digital Marketingmentioning

confidence: 99%

“…In the table that follows, John's (2020) When measured against John's (2020) relationship marketing success factors, Te Wānanga o Aotearoa's current digital marketing activities show that the institution is performing well in most areas. The table shows that Te Wānanga o Aotearoa has met the majority of John's (2020) recommendations to some degree. The following sections will provide further discussion about how Te Wānanga o Aotearoa performs concerning John's (2020) relationship market success factors.…”

Section: Te Wānanga O Aotearoa and Digital Marketingmentioning

confidence: 99%

“…Trust refers to the confidence of stakeholders in the reliability and integrity of an exchange partner (Morgan & Hunt, 1994). In a higher education context, trust relates to the confidence of current and potential students, alumni, and stakeholders, in the institution's ability to provide a quality education experience (John, 2020). To gain the trust of students, John (2020) recommends sharing the experiences of teachers and students on social media, using games, contests and promotions as incentives, promoting achievements online, and collecting student feedback and presenting this widely via digital channels.…”

Section: Trustmentioning

confidence: 99%

“…The Taringa podcast series can be found here https://www.taringapodcast.com/. One of the ways that Te Wānanga o Aotearoa does not fulfil John's (2020) recommendations is that it does not use games as part of its digital marketing strategy. Gaming can be used to promote products and brands (Mago, 2017).…”

Section: Trustmentioning

confidence: 99%

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Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Haurua¹,

Rangiwai²

2020

tekaharoa

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The shift to neoliberalism in the 1980s meant that higher education in Aotearoa New Zealand became business-orientated—a situation which prevails today (Narayan, 2020; Olssen, 2002). The digitisation of business means that for businesses to remain relevant, they must embrace digital marketing (Herhausen et al., 2020; Makrides et al., 2020). Indeed, in higher education, too, the need for digital marketing is inescapable (Sawlani & Susilo, 2020). This paper will discuss digital marketing in higher education and will look specifically at some aspects of the digital marketing approach of Te Wānanga o Aotearoa. This paper will begin with a very brief history of Māori business during the early colonial period, as well as a short description of contemporary Māori business. This article will discuss the most current understandings of digital marketing in higher education. Importantly, this paper will use the three relationship marketing success factors identified by John (2020)—trust, commitment, and service orientation—and relate these to the four values of Te Wānanga o Aotearoa (2020)—Te Aroha, Te Whakapono, Ngā Ture, and Kotahitanga—as a means of identifying gaps in Te Wānanga o Aotearoa’s current digital marketing approach.

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Section: Digital Marketingmentioning

confidence: 99%

Section: Te Wānanga O Aotearoa and Digital Marketingmentioning

confidence: 99%

Section: Te Wānanga O Aotearoa and Digital Marketingmentioning

confidence: 99%

Section: Trustmentioning

confidence: 99%

Section: Trustmentioning

confidence: 99%

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Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Haurua¹,

Rangiwai²

2020

tekaharoa

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Innovative Digital Marketing in Business

Rosário,

Dias

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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Innovative digital marketing strategies are essential for businesses to stay competitive and reach their target audience effectively in the digital age. Augmented reality and virtual reality can provide immersive and interactive experiences for customers. Businesses can use these technologies for product demonstrations, virtual showrooms, or interactive advertising campaigns. User-generated content and influencers can help you reach a wider audience and build trust with their followers. Highlight your company's commitment to social responsibility and sustainability in your marketing efforts. Innovation in digital marketing involves staying updated with the latest technologies and trends and being willing to experiment with new strategies. Based on the above, it is intended to systematically review the bibliometric literature on how Innovative digital marketing in business uses the Scopus database with the analysis of 106 academic and/or scientific documents.

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Fostering University-Industry Collaboration: Unveiling the Mediating Influence of Gratitude between Relational Benefits and Relationship Value

Iqbal,

Tariq,

Ikram Ul Haq

et al. 2023

JPR

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The relationship between universities and industry (UIRs) has been a significant phenomenon for the past decade. The West has made tremendous progress in this area since the Industrial Revolution. However, there is a need for more reliable studies on UIRs, specifically on the creation of value, which can help identify gaps in this field. This research's primary objective is to analyze gratitude's role in understanding the relationship between relational benefits (RB) and relationship value (RV). To achieve this, a survey questionnaire was used to assess the applicability of the CG model to the field of education. The results indicate that CG mediates the relationship between relationship benefits and relational value.

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Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand

Cited by 3 publications

References 15 publications

Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Digital marketing in Māori higher education: A case study of Te Wānanga o Aotearoa

Innovative Digital Marketing in Business

Fostering University-Industry Collaboration: Unveiling the Mediating Influence of Gratitude between Relational Benefits and Relationship Value

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