Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa

2018 ◽  
Author(s):  
Nerisa N. Paladan
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Higher Education Institutions ◽  
Social Media Marketing

scholarly journals Social media marketing communication: effect of interactivity and vividness on user engagement

2020 ◽  
Vol 18 (4) ◽  
pp. 244-268
Author(s):  
João Coelho Soares ◽  
Aléssio Bessa Sarquis ◽  
Eric David Cohen ◽  
Thiago Coelho Soares
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Higher Education Institutions ◽  
Lower Number ◽  
Descriptive Statistics ◽  
Social Media Marketing ◽  
User Engagement ◽  
Marketing Communication ◽  
Descriptive Data ◽  
User Comments

Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media.

Institutional Plagiarism Policy (Georgian higher education institutions’ case)

2018 ◽  
Vol 3 (2) ◽  
Author(s):  
Natela DOGHONADZE ◽  
Ekaterine PIPIA ◽  
Nikoloz PARJANADZE
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Literature Review ◽  
Foreign Language ◽  
Academic Writing ◽  
Higher Education Institutions ◽  
Survey Questionnaire ◽  
Existing Problems ◽  
Copyright Violation ◽  
University Policies

The article deals with various aspects of plagiarism: definition (discriminating it from cheating and copyright violation), types (intended / unintended), involved people, causes, prevention, detection and punishment of plagiarism. A survey (questionnaire containing 42 items to be assessed in a 5-point Likert scale and one open- ended item) was conducted in Georgia. The questionnaire developed based on the literature review was uploaded on social media in three variants (to analyze the results separately and compare them): for students, for researchers and for assessors. The obtained results revealed that the opinions of the three groups of respondents differed to a certain degree, but were quite similar, eventually. The survey disclosed the existing problems, such as: lack of academic writing (in the native and especially foreign language) and research skills, lack of training in avoiding plagiarism, insufficiently clear university policies in the area, the emphasis on punishment instead of prevention, etc. Based on the obtained results recommendations for universities are given concerning plagiarism policies. 

Using enterprise social networks as a knowledge management tool in higher education

2017 ◽  
Vol 47 (4) ◽  
pp. 555-570 ◽  
Author(s):  
Niall Corcoran ◽  
Aidan Duane
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Knowledge Sharing ◽  
Conceptual Model ◽  
Higher Education Institutions ◽  
Management Tool ◽  
Content Type ◽  
Enterprise Social Networks ◽  
Practical Implications

Purpose The management of organisational knowledge and the promotion of staff knowledge sharing are largely neglected in higher education institutions. The purpose of this study is to examine how enterprise social networks can enable staff knowledge sharing in communities of practice in that context. Design/methodology/approach The study is framed as an Action Research project, covering three cycles over a 12-month period. During the Diagnosing phase, a conceptual model was developed for empirical testing. Data were collected through 30 semi-structured interviews and a number of focus groups. This was supplemented by content analysis and reflective journaling. Findings The findings support the conceptual model and provide insight into the antecedents necessary for the creation of an enterprise social network-enabled knowledge-sharing environment, the motivators for and barriers to participation, and the perceived organisational and individual benefits of increased staff knowledge-sharing activity. Research limitations/implications As the study has a higher education focus, all of the findings may not be generalizable to other types of organisation. Further development of the conceptual model and testing in other contextual settings will yield greater generalizability. Practical implications A number of findings have practical implications for the management of higher education institutions, such as the evidence of a divide between faculty and other staff. In general, the study findings provide an opportunity for educationalists to better understand the scope and impact of employing social media platforms for knowledge sharing. Originality/value This paper adds to the growing body of work on organisational implementations of social media, and should be of interest to practitioners and researchers undertaking similar projects.

Web 2.0 Technologies and Marketing

2017 ◽  
pp. 733-755
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Web 2.0 ◽  
Social Media Marketing ◽  
Statistical Techniques ◽  
Brand Knowledge ◽  
Media Type ◽  
Use Of Social Media ◽  
Portuguese Higher Education

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.

Using Social Media to Facilitate Instruction and Increase Marketing in Global Higher Education

2018 ◽  
pp. 226-245 ◽  
Author(s):  
Michael D. Richardson ◽  
Sarah G. Brinson ◽  
Pamela A. Lemoine
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Media Use ◽  
Higher Education Institutions ◽  
Education Students ◽  
Technology Proficiency ◽  
Technological Revolution ◽  
Marketing Social ◽  
Higher Education Instruction ◽  
The Impact

The technological revolution of the past two decades has changed global higher education, particularly with the impact of social media. There are two primary functions of social media in higher education: instruction and marketing. Social media offers higher education students an array of options to socialize, network, stay informed, and connected, but technology proficiency may not be the same for instructors. As social media use by students becomes more established, educators in higher education pursue methods to parlay expertise in instruction into increased opportunities to advertise and market higher education institutions. Social media's impact of instruction in higher education is undeniable. The next major focus is on social media as a robust recruiting instrument to increase enrollment in global higher education.

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