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Social Media as a Marketing Tool for European and North American Universities and Colleges

Author

Listed:
  • Motta Joana

    (Universidade Europeia, Lisboa, Portugalia)

  • Barbosa Maria

    (Instituto de Novas Profissões, Lisboa, Portugalia)

Abstract

Objective: The purpose of the following study is to examine the approach to social media of European and North American higher education institutions ranked in the Top100 on the 2017 Academic Ranking of World Universities (ARWU). Data regarding the number of publications and the number of followers of each social media were analysed.

Suggested Citation

  • Motta Joana & Barbosa Maria, 2018. "Social Media as a Marketing Tool for European and North American Universities and Colleges," Journal of Intercultural Management, Sciendo, vol. 10(3), pages 125-154, September.
    • Handle: RePEc:vrs:joinma:v:10:y:2018:i:3:p:125-154:n:7
    DOI: 10.2478/joim-2018-0020
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    References listed on IDEAS

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    More about this item

    Keywords

    Social Media; Higher Education; Europe; North America;
    All these keywords.

    JEL classification:

    • I2 - Health, Education, and Welfare - - Education
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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