A Critical Synthesis and Thematic Analysis of the Use of Social Media in Higher Education Marketing PDF Download
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Author: Liza P. Benedict
Publisher:
ISBN:
Category : College students
Languages : en
Pages : 302
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Book Description
This study examined empirical, peer-reviewed literature related to social media and marketing in higher education to answer how marketing has been implemented into social media in institutions of higher education and how effective that use has been. The literature review yielded numerous empirical studies conducted on social media and marketing in higher education but very few peer-reviewed studies on the subject. Twelve peer-reviewed, empirical studies were analyzed using a critical review and thematic analysis method to synthesize and report the outcomes. Findings from the analyses were outlined in a thematic map that explored three unifying main topics discovered in the 12 articles: (1) Why social media marketing is used in higher education (2) How social media marketing is being used in higher education, and (3) The effectiveness of the use of social media marketing in higher education. Data analysis concluded that prospective students still rely on the traditional forms of marketing, such as the website and print materials, although evidence is mounting that social media is gaining influence in the decision-making process. In addition, utilizing social media effectively in marketing efforts is more important than just having a presence on a site. Conclusions drawn suggested that university officials should plan strategically and they should be knowledgeable about how students prefer to communicate on social media so social media marketing can be incorporated into an institution-wide tactic that includes the gathering of measurable analytics on the effectiveness of the effort.
Author: Liza P. Benedict
Publisher:
ISBN:
Category : College students
Languages : en
Pages : 302
Get Book Here
Book Description
This study examined empirical, peer-reviewed literature related to social media and marketing in higher education to answer how marketing has been implemented into social media in institutions of higher education and how effective that use has been. The literature review yielded numerous empirical studies conducted on social media and marketing in higher education but very few peer-reviewed studies on the subject. Twelve peer-reviewed, empirical studies were analyzed using a critical review and thematic analysis method to synthesize and report the outcomes. Findings from the analyses were outlined in a thematic map that explored three unifying main topics discovered in the 12 articles: (1) Why social media marketing is used in higher education (2) How social media marketing is being used in higher education, and (3) The effectiveness of the use of social media marketing in higher education. Data analysis concluded that prospective students still rely on the traditional forms of marketing, such as the website and print materials, although evidence is mounting that social media is gaining influence in the decision-making process. In addition, utilizing social media effectively in marketing efforts is more important than just having a presence on a site. Conclusions drawn suggested that university officials should plan strategically and they should be knowledgeable about how students prefer to communicate on social media so social media marketing can be incorporated into an institution-wide tactic that includes the gathering of measurable analytics on the effectiveness of the effort.
Author: Heather T. Rowan-Kenyon
Publisher: John Wiley & Sons
ISBN: 1119335892
Category : Education
Languages : en
Pages : 144
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Book Description
Social media is central to postsecondary education. It is how students engage with the campus community, and campus leaders and practitioners are interested in how an institution can employ social media to impact instruction, student services and institutional effectiveness in an increasingly competitive market. This volume presents the current research and scholarship on social media that provides a view of the higher education landscape in this new digital age and it demonstrates how social media influence behavior and campus culture. Drawing on a critical synthesis and analysis from recent research on this rapidly evolving phenomenon, this monograph examines: some of the assumptions and presumptions around social media, how social media is used and how it shapes the student experience and student development, and best practices for enhancing curricular and co-curricular communities of practice. This is the 5th issue of the 42nd volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph is the definitive analysis of a tough higher education issue, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication.
Author: Colin H. Campbell
Publisher: Lexington Books
ISBN: 1666913340
Category : Language Arts & Disciplines
Languages : en
Pages : 181
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Book Description
"This book delivers a critical look at the social and racial costs of relying on artificial intelligence to produce journalism without human controls in editorial expression, equity, and accuracy"--
Author: Giedre Valunaite Oleskeviciene
Publisher: Springer Nature
ISBN: 303037727X
Category : Philosophy
Languages : en
Pages : 179
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Book Description
This book highlights the phenomenon of social media use in university studies based on its participants’ lived experience. It will appeal both to academics and practitioners interested in the human factors in the study environments saturated with technologies of social media. This book reveals multiple, sometimes contradictory dimensions of the phenomenon. The contradictions acquire a binary Janus-faced characteristic of uncertainty and paradox. Social media use in university studies also causes changes in experiencing time, space and relations. Teacher research participants sometimes perceive their time as stress or an additional load, which shows that social media use in university studies demands a new approach to teacher workload and its regulation. There is also the necessity of the sensitive democratic teacher—student pedagogical relationship. This book proves that the pedagogical relationship and human creativity essentially belong to the human living world and are still at the heart of the technological “cyborgian” existence.
Author: Monica Patrut
Publisher: IGI Global
ISBN: 1466629711
Category : Education
Languages : en
Pages : 475
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Book Description
"This book provides research on the pedagogical challenges faced in recent years to improve the understanding of social media in the educational systems"--Provided by publisher.
Author: Charitha Harshani Perera
Publisher: Springer Nature
ISBN: 9811950172
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author: Francis Mukosa
Publisher: GRIN Verlag
ISBN: 3346740692
Category : Business & Economics
Languages : en
Pages : 250
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Book Description
Doctoral Thesis / Dissertation from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Pass, , course: Marketing, language: English, abstract: HEIs in Zambia have adopted the use of social media in advertising, online learning and also for administrative purposes. Social media has developed in the recent years to a level where it presents itself as the biggest virtual market with the potential to increase geographic markets and revenue for organizations. While cases of HEIs that have used social media marketing for purposes of marketing exist in other places, there is no significant research in the Zambian environment that shows empirical evidence that the use of social media marketing can impact marketing performance in HEIs. The purpose of this study is to investigate the effectiveness of social media marketing on marketing performance in HEIs and the findings are meant to build a model for social media marketing for HEIs in Zambia in (see figure 5.2 in Chapter 5). Data in this research was collected from twelve HEIs using both qualitative and quantitative research methods, since this research is a mixed research with both deductive and inductive arguments. The data collection techniques included a semi structured interview for qualitative data and a semi structured questionnaire for the quantitative data. Data analysis was carried out using different techniques in SPSS for the quantitative data and content analysis using Google analytics for the qualitative data. The implications of the findings in chapter four mean that HEIs in Zambia must begin to use social media not only for administrative or advertising purposes but they must use it effectively as a tool to increase their market share and increase their revenue. The findings and data analysis in this research indicated that social media is effective in marketing HEIs in Zambia, however these institutions must adopt the suggested model in Figure 5.2 in Chapter 5 if they are to enhance social media performance for marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Chris Rowell
Publisher:
ISBN: 9781783746699
Category : Education
Languages : en
Pages : 304
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Book Description
How does social media affect working life in Higher Education? How are universities harnessing its power to aid student learning? This innovative collection brings together academics and those working in professional services to examine these questions and more. The diverse and expert contributors analyse the many ways social media can be used to enhance teaching and learning, research, professional practice, leadership, networking and career development. The impact of social media is evaluated critically, with an eye both to the benefits and the problems of using these new forms of digital communication. This is the first volume to give such detailed attention to this area of high interest. Its innovative approach extends to its creation, with contributors found via their presence on Twitter. The short and impactful chapters are accessible while retaining an academic focus through their application of relevant learning theories and educational context. Social Media and Higher Education is essential reading for any professional working in higher education, including lecturers teaching education courses. It is also significant for researchers looking at more recent developments in the field and what it means to work in a modern higher education environment.
Author: Ashley Chitwood
Publisher:
ISBN:
Category : College students
Languages : en
Pages : 168
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Book Description
