Social media and the university decision. Do prospective students really care?

Shields, Alison B.; Peruta, Adam

doi:10.1080/08841241.2018.1557778

Cited by 52 publications

(47 citation statements)

References 17 publications

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“…Di sisi lain, kehadiran media digital bukan berarti menggantikan interaksi fisik, interaksi yang terjadi di Media Sosial dapat menciptakan relasi (Shields & Peruta, 2019), sebagai penguat interaksi yang sudah ada atau yang akan datang.…”

Section: N P R E S Sunclassified

Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

Suhendra

2021

BECOSS Journal

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The COVID-19 pandemic has forced higher education institutions to change the way they communicate so that the number of new students can continue to grow. The use of social media is a strategy for higher education institutions that must be carried out in building awareness and strong relationships with students and alumni to achieve this growth. Therefore, this study aims to look at the performance of social media during the COVID-19 pandemic by examining upload movement activities on social media. The focus of this research is using social media analytics through performance metrics Impressions, Audience Demographics & Growth, Publishing Behavior, Engagement. The object of this research is to study all activity uploads on Facebook, Instagram and Tiktok during the period July 1, 2020 to June 30, 2021. The frequency of uploads is collected per day and analyzed for one year. This study analyzes the content, frequency and time period of uploads on Facebook, Instagram and Tiktok. The results of this study show the performance of Social Media metrics on Instagram, Facebook and Tiktok by comparing the performance of the research period taken in this study with the previous one year period. Higher Education Institutions are advised to use Social Media as an effective creative communication channel to build the advantages of Higher Education Institutions and build relationships with the public during the COVID-19 pandemic.

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Section: N P R E S Sunclassified

Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

Suhendra

2021

BECOSS Journal

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“…However, with high social media usage rates reported by high school band students, college marching band directors should also use social media technology in their recruitment strategies. Researchers have reported that social media may be a decision driver and a gathering source of information for high school students (Peruta & Shields, 2018; Shields & Peruta, 2019; Turner, 2017). The present study indicated that 96.22% of participants enjoyed social media material created by college marching bands.…”

Section: Summary and Suggestions For Future Researchmentioning

confidence: 99%

The Perceived Influence of Social Media on High School Band Students’ Decision to Participate in a College Marching Band

Cumberledge

2020

Update: Applications of Research in Music Education

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The purpose of this study was to investigate the perceived influence of social media on high school band students’ future decision to participate in a college marching band. Participants ( N = 158) were high school band students. Results indicated that social media could be influential in high school band students’ decision to participate in a college marching band, as high social media usage rates were reported. Results also indicated that personal communication, such as face-to-face conversations with family and friends and direct email contact from band directors, strongly influenced their decision to join a college marching band. These results suggest that recruitment strategies containing direct modes of communication resonate with prospective college students. Suggestions for future research are provided, as social media technology is quickly evolving and investigations are needed to guide and inform the recruitment practices of college marching band programs.

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“…Other authors preferred to focus on the role of communication in higher education institutions: Bélanger et al (2014) studied social media marketing as a useful tool for students recruitment, while Lavigne (2005) identified the favorite communication tools for higher education institutions. Additionally, Shields and Peruta (2018) studied the effectiveness of social media in the recruitment process: In their opinion, in the age of social media, universities have to elaborate a complex marketing plan, by exploiting new technologies and communication tools, in order to influence and attract more students. According to Clark et al (2017), students who are connected with their university through social media seem to have a higher quality relationship with their schools than those who do not; a robust presence on social media could help in order to reinforce and share the institution's brand image (Pringle and Fritz 2018).…”

Section: Marketing and Merchandising In Higher Education Institutionsmentioning

confidence: 99%

Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies

Fantauzzi

Frondizi

Colasanti

et al. 2019

Administrative Sciences

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Higher education institutions are called to expand their role and responsibilities, by enhancing their entrepreneurial mindset and redefining relationships with stakeholders. In order to cope with these new challenges, they have started to operate in a strategic manner, by performing marketing and merchandising activities. Indeed, in a sector characterized by the presence of competitive funding models, several forms of accountability, and performance indicators, universities have become open systems and have started to operate like enterprises, considering students as customers. Given this premise, the aim of the paper is to individuate marketing and merchandising strategies in higher education and to evaluate their effectiveness in order to foster stakeholders engagement. This is in line with the entrepreneurial university model that represents the starting point of the theoretical study, then a literature review of “marketization” in higher education institutions is presented, showing how this field is not yet completely investigated. Data refer to the Italian context and are analyzed through a qualitative method. Findings suggest that most Italian universities perform merchandising strategies, but currently there is not sufficient information to evaluate their effectiveness in higher education, it was only possible to make hypotheses.

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Social media and the university decision. Do prospective students really care?

Cited by 52 publications

References 17 publications

Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

Pemanfaatan Media Sosial Sebagai Komunikasi Kreatif Institusi Pendidikan Tinggi Indonesia di Masa Pandemi COVID-19

The Perceived Influence of Social Media on High School Band Students’ Decision to Participate in a College Marching Band

Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies

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