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Social Media Marketing In Higher Education Institutions

Author

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  • Omar SALEM

    (Doctoral school of Management and Business, University of Debrecen, Hungary)

Abstract

The purpose of the study is to analyze social media marketing in higher education institutions and determine the tools and strategies that are used by universities to promote their brands and how social media marketing affects strengthening the competitive advantage of higher education institutions. The researcher followed a systematic review process that aims to summarize, identify, and evaluate all related researches about social media marketing in higher education institutions. As the study indicates, Social media platforms are the most important channels to promote advertising campaigns and communicate with current and prospective students.

Suggested Citation

  • Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    • Handle: RePEc:cmj:seapas:y:2020:i:23:p:191-196
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    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_23_7.pdf
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    References listed on IDEAS

    as
    1. Muhammad Tahir Jan & Djihane Ammari, 2016. "Advertising online by educational institutions and students' reaction: a study of Malaysian Universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 168-180, July.
    2. Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
    3. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    4. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    5. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.
    6. James Pringle & Samantha Fritz, 2019. "The university brand and social media: using data analytics to assess brand authenticity," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(1), pages 19-44, January.
    7. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    8. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    9. Mianda Galan & Meredith Lawley & Michael Clements, 2015. "Social media's use in postgraduate students' decision-making journey: an exploratory study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(2), pages 287-312, July.
    10. Melissa Clark & Monica B. Fine & Cara-Lynn Scheuer, 2017. "Relationship quality in higher education marketing: the role of social media engagement," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 40-58, January.
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    Cited by:

    1. Li, Lei & Zhang, Jiayang & An, Xun, 2023. "Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili," Socio-Economic Planning Sciences, Elsevier, vol. 88(C).

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    More about this item

    Keywords

    Marketing; Social media; Higher education institutions; Universities;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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