IDEAS home Printed from
   My bibliography  Save this article

Using Social Network Sites for Higher Education Marketing and Recruitment


  • Natalia Rekhter

    (Lincoln College, USA)


In this paper, the author examines how the rapid penetration of Social Network Sites (SNSs) into everyday life affects higher education marketing. Among unique features offered by SNSs are unprecedented trackability of students’ interests, immediacy in responses, targeted personalization of marketing efforts, and low institutional financial obligations. Growth in Internet Penetration Rates and strong international SNSs membership suggests further globalization of marketing strategies and inclusion of lower income countries into targeted markets. Concerns associated with the use of SNSs include dearth of fluency in the sites’ content and operation among admission personnel, lack in users’ privacy, and absence of control over the content. The skyrocketing evolution of SNSs surpasses the corresponding research as do applications of SNSs for higher education marketing. As the result, this qualitative study had to draw information from the variety of secondary sources including blogs, web reports, group discussions, comments, forums, videos, etc.

Suggested Citation

  • Natalia Rekhter, 2012. "Using Social Network Sites for Higher Education Marketing and Recruitment," International Journal of Technology and Educational Marketing (IJTEM), IGI Global, vol. 2(1), pages 26-40, January.
  • Handle: RePEc:igg:jtem00:v:2:y:2012:i:1:p:26-40

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jtem00:v:2:y:2012:i:1:p:26-40. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journal Editor). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.