Social media interaction, the university brand and recruitment performance

Rutter, Richard; Roper, Stuart; Lettice, Fiona

doi:10.1016/j.jbusres.2016.01.025

Cited by 170 publications

(124 citation statements)

References 46 publications

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“…On the other hand, eWoM (i.e. social media discussion about company ethicality that job seekers gather from platforms such as LinkedIn, Glassdoor or XING) is increasingly considered as an indispensable source of information for nowadays job seekers; particularly the technologically affine millennials rely on eWoM to gather job-relevant information (Frasca and Edwards 2017;Lee et al 2013;Rutter et al 2016).…”

Section: Introductionmentioning

confidence: 99%

Entrepreneurship from an Islamic Perspective

2014

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Whilst previous studies indicate perceived company ethicality as a driver of job seekers' job-pursuit intentions, it is poorly understood how and why ethical market signals actually affect their application decisions. Perceptions of company ethicality result from market signals that are either within the control of the company (e.g. ethical certifications) and from market signals that are beyond the company's control (e.g. ethical eWoM). Building on communication and information processing theories, this study therefore considers both types of ethical market signals, and examines the psychological mechanisms through which they affect job seekers' intention to apply for a job. The results from a controlled online experiment show that both types of ethical market signals increase job seekers' job-pursuit intentions. These relationships are mediated by applicants' attitude towards the job advertisement, their perceptions of corporate employment image and self-referencing. Consequently, the present study alerts practitioners to consider the effects of company-controlled and non-company-controlled ethical market signals, particularly when aiming to recruit highly-qualified millennial candidates.

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Section: Introductionmentioning

confidence: 99%

Entrepreneurship from an Islamic Perspective

2014

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“…El número de seguidores en Twitter es un indicador de la fortaleza y reputación de la marca de la Universidad. Pero, más allá del simple número de seguidores, o número de tweets emitidos, el contenido tipo de tweets emitidos resulta más importante (Rutter, Roper and Lettice, F. (2016).…”

Section: Conclusionesunclassified

Twitter, capital social y adopción de e-servicios

Molina¹,

Moreno

2017

Sociotecno

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Resumen: Una vez establecida la relevancia que el uso de los social media pueden presentar en los entornos virtuales de aprendizaje, el presente trabajo profundiza en el análisis del impacto que Twitter puede tener a través de la configuración que permiten de las interacciones sociales. Para ello, el presente trabajo analiza el papel moderador que presenta el uso de Twitter en la adopción de una plataforma de e-Learning, distinguiendo en si la configuración de este se puede vincular con el desarrollo de capital social bonding o bridging. Los resultados alcanzados nos permiten establecer que Twitter modera la relación entre el único antecedente significativo de la intención de uso y del uso efectivo, la expectativa de esfuerzo. Asimismo, no permiten establecer que exista una diferencia significativa en el funcionamiento del modelo en función de emplear un Twitter genérico o un Twitter específico vinculado con la temática del curso.Palabras clave: Medios sociales, UTAUT, eLearning, Twitter, capital social. Abstract:Once established the relevance that the use of social media can be presented in virtual learning environments, the present work deep in the analysis of the impact that Twitter can have through the configuration that allows social interactions. To this end, the present work analyzes the moderating role of the use of Twitter in the adoption of an e-Learning platform, distinguishing in itself the configuration of this can link with the development of social capital that links or bridges. The results achieved in the establishment of Twitter moderates the relationship between the only significant antecedent of the intention to use and the effective use, the expectation of effort. Similarly, there is no difference between the meaning of the difference in the model's functioning and the employment function on Twitter.

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“…Given their pervasive nature, ease of use, and familiarity among adults of every age group in modern society, social networking sites lend themselves well to the marketing efforts of both corporations and higher education institutions. [2][3][4][5][6][7][8] If higher education can be viewed as a competitive market in which institutions are constantly competing for students, utilizing social media in a similar way that commercial businesses do to reach and connect with key stakeholders makes sense as a marketing practice. 2 In a 2016 survey conducted by the Council for Advancement and Support of Education (CASE), almost 90% of the 1,100 respondents, including institutions of all types, agreed that social media is much more important in marketing strategy now compared to three years ago.…”

Section: Introductionmentioning

confidence: 99%

“…[2][3][4][5][6][7][8] If higher education can be viewed as a competitive market in which institutions are constantly competing for students, utilizing social media in a similar way that commercial businesses do to reach and connect with key stakeholders makes sense as a marketing practice. 2 In a 2016 survey conducted by the Council for Advancement and Support of Education (CASE), almost 90% of the 1,100 respondents, including institutions of all types, agreed that social media is much more important in marketing strategy now compared to three years ago. 3 Universities have dedicated increasing amounts of attention and resources to social media efforts, and in the field of marketing, social media spending has grown over the past decade and is projected to continue climbing.…”

Section: Introductionmentioning

confidence: 99%

Social Media as an Engagement Tool for Schools and Colleges of Pharmacy

Chen

DiVall

2018

American Journal of Pharmaceutical Education

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Objectives. To describe the importance and the approach of social media strategy development for schools and colleges of pharmacy.Findings. In recent years, pharmacy educators have begun exploring the benefits of social media.Effectively utilizing social media as a tool to fulfill marketing, recruitment, and student engagement initiatives is contingent on having a fully-developed social media strategy that is well-positioned for success. Developing a sustainable social media strategy involves the following important components: establishing goals and objectives, identifying target audiences, performing competitive and channel analyses, developing content strategy, activities planning, identifying roles, budget and resources planning, and analyzing ongoing performance.Summary. This paper provides relevant information and guidance to inform schools of pharmacy that wish to enhance their social media presence.

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Social media interaction, the university brand and recruitment performance

Cited by 170 publications

References 46 publications

Entrepreneurship from an Islamic Perspective

Entrepreneurship from an Islamic Perspective

Twitter, capital social y adopción de e-servicios

Social Media as an Engagement Tool for Schools and Colleges of Pharmacy

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