The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore

2013 ◽  
pp. 164-175
Author(s):  
H. K. Leng
Keyword(s):  
Social Network ◽  
Social Network Sites ◽  
Marketing Communications ◽  
Educational Institutions ◽  
Cultural Meaning ◽  
The Social ◽  
Traditional Marketing ◽  
Marketing Tool

With social network sites growing in popularity, many organisations have started to use this platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this media tool effectively. This paper examines the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore and investigates the extent that these educational institutions are leveraging on this new marketing communications tool. The findings suggest that marketing on social network sites remains in its infancy. Educational institutions in Singapore have started to use social network sites as a marketing communications tool. However, as the majority of visitors were using social network sites as an extension to existing mediums for seeking information, there is clearly the potential for the educational institutions to move to the next level in leveraging on social network sites to engage its members and generating a shared cultural meaning of their brands.

The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore

2012 ◽  
Vol 2 (1) ◽  
pp. 14-25 ◽  
Author(s):  
H. K. Leng
Keyword(s):  
Social Network ◽  
Social Network Sites ◽  
Marketing Communications ◽  
Educational Institutions ◽  
Cultural Meaning ◽  
The Social ◽  
Traditional Marketing ◽  
Marketing Tool

With social network sites growing in popularity, many organisations have started to use this platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this media tool effectively. This paper examines the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore and investigates the extent that these educational institutions are leveraging on this new marketing communications tool. The findings suggest that marketing on social network sites remains in its infancy. Educational institutions in Singapore have started to use social network sites as a marketing communications tool. However, as the majority of visitors were using social network sites as an extension to existing mediums for seeking information, there is clearly the potential for the educational institutions to move to the next level in leveraging on social network sites to engage its members and generating a shared cultural meaning of their brands.

An Update on the Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore

2014 ◽  
pp. 191-205
Author(s):  
H. K. Leng
Keyword(s):  
Social Network ◽  
New Media ◽  
Social Network Sites ◽  
Virtual Community ◽  
Educational Institutions ◽  
Cultural Meaning ◽  
The Social ◽  
Traditional Marketing ◽  
Marketing Tool

With social network sites growing in popularity, many organisations have started to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this new media tool effectively. This chapter is an update on an earlier paper which examined the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore. The findings in the earlier paper have suggested that marketing on social network sites remained in its infancy. In this update, it was found that three years later, there has been an increase in the use of social network sites by educational institutes in Singapore. There is also evidence that there is greater engagement and the building of a virtual community on the social network sites. This suggests that the use of social network sites as a marketing tool by educational institutes in Singapore is maturing as the organisations are beginning to understand how to leverage on social network sites to market themselves more effectively.

Marketing Higher Educational Institutions on Social Network Sites

2015 ◽  
pp. 2169-2182
Author(s):  
Ho Keat Leng ◽  
Dahlia Leng
Keyword(s):  
Social Network ◽  
Positive Reinforcement ◽  
Educational Institution ◽  
Social Network Sites ◽  
Education Institution ◽  
Educational Institutions ◽  
Higher Educational Institutions ◽  
Traditional Marketing ◽  
Higher Educational ◽  
Marketing Tool

With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. As marketing on social network sites remains in its infancy and educational institutions are only beginning to understand that it is different from traditional marketing, it is not clear as to how educational institutions can leverage social network sites for their marketing effort. Using a case study on the use of Facebook as a marketing tool by a private educational institution offering degree programmes in Hong Kong, this chapter proposes a framework for marketing higher educational institutions on social network sites. The model suggests that educational institutions should encourage the participation of students on social network sites and engage the students through activities. The activities and participation of students on social network sites not only provide positive reinforcement of the decision to enroll in the education institution but also provide information to prospective students when they are evaluating the alternatives in the choice of an educational institution. In addition, the model also proposes that social network sites should facilitate the decision to enroll in the education institution by providing support in the application process.

Marketing Higher Educational Institutions on Social Network Sites

2014 ◽  
pp. 175-188 ◽  
Author(s):  
Ho Keat Leng ◽  
Dahlia Leng
Keyword(s):  
Social Network ◽  
Positive Reinforcement ◽  
Educational Institution ◽  
Social Network Sites ◽  
Education Institution ◽  
Educational Institutions ◽  
Higher Educational Institutions ◽  
Traditional Marketing ◽  
Higher Educational ◽  
Marketing Tool

With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. As marketing on social network sites remains in its infancy and educational institutions are only beginning to understand that it is different from traditional marketing, it is not clear as to how educational institutions can leverage social network sites for their marketing effort. Using a case study on the use of Facebook as a marketing tool by a private educational institution offering degree programmes in Hong Kong, this chapter proposes a framework for marketing higher educational institutions on social network sites. The model suggests that educational institutions should encourage the participation of students on social network sites and engage the students through activities. The activities and participation of students on social network sites not only provide positive reinforcement of the decision to enroll in the education institution but also provide information to prospective students when they are evaluating the alternatives in the choice of an educational institution. In addition, the model also proposes that social network sites should facilitate the decision to enroll in the education institution by providing support in the application process.

scholarly journals The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study)

2014 ◽  
Vol 10 (2) ◽  
pp. 1815-1827 ◽  
Author(s):  
Nora Al-Hadban ◽  
Hadeel AL-Ghamdi ◽  
Thekra Al-Hassoun ◽  
Prof. Randa Hamdi
Keyword(s):  
Saudi Arabia ◽  
Social Network ◽  
New Media ◽  
Social Network Sites ◽  
Global Scale ◽  
The Social ◽  
Rules And Principles ◽  
Marketing Tool ◽  
The Impact

This research was written to discover the future trends in new media and social networking .The researchers have taken a personal interest in the developments of Web 2.0 platforms after noticing the impact they have made on society on a global scale as well as in our own daily life. The advances in this technology have altered the way individual users and organizations can communicate with each other. In this study of the social network sites we will concentrate on Facebook and its effectiveness as a tool of marketing in the Saudi population because recently it gained enormous popularity for marketing communications. Facebook especially describes itself as the perfect marketing tool because its developers have created an advertising system which allows businesses to use the information of each Facebook user for targeted advertising. Facebook provides the ideal platform for direct communication between organizations and customers. Marketing on social network sites has to follow new rules and principles and each organization has to clearly determine if social media marketing is appropriate for them or not. Through extensive research and analysis, the researchers intended to find if the Facebook is an effective marketing tool in Saudi Arabia where marketers can reach and influence targeted consumers.

scholarly journals Political Humour in the Social Network Sites

2018 ◽  
Vol 6 (1) ◽  
pp. 70
Author(s):  
Ayşe Aslı Sezgin
Keyword(s):  
Social Network ◽  
Political Communication ◽  
Social Network Sites ◽  
The United States ◽  
Political Processes ◽  
Political Events ◽  
Political Views ◽  
The Social ◽  
Shared Social Values ◽  
The Arab Spring

“Social network sites” first began to be used as new tools of political communication during the 2008 Presidential Election in the United States, and their importance became even more apparent during the Arab Spring. In the course of this, the social network sites became a new and widely discussed channel of communication. In addition to its ability to bring together people from different parts of the world by removing any time and space barriers, creates a virtual network that allows individuals with shared social values to take action in an organized manner. Furthermore, this novel, versatile and multi-faceted tool of political communication has also provided a new mean for observing various aspects of social reactions to political events. Instead of voters expressing their political views through their votes from one election to the other, we nowadays have voters who actively take part in political processes by instantly demonstrating their reactions and by directly communicating their criticisms online.

Online vrienden bepalen de overtuigingskracht van SNS-campagnes

2011 ◽  
Vol 39 (4) ◽  
Author(s):  
Guda van Noort ◽  
Marjolijn Antheunis ◽  
Eva van Reijmersdal
Keyword(s):  
Social Network ◽  
Social Context ◽  
Crucial Role ◽  
Social Network Sites ◽  
Social Connections ◽  
Social Connection ◽  
Marketing Communication ◽  
The Social

Online Friends Determine the Persuasiveness of SNS Advertising Campaigns Online Friends Determine the Persuasiveness of SNS Advertising Campaigns Marketers more and more design advertising campaigns especially for Social Network Sites (SNS), with the aim that SNS users forward these campaigns to their online network. By means of a survey, this study investigates whether the persuasiveness of such campaigns is determined by the strength of the social connection between receiver and the sender of the campaign. The results support the idea that SNS campaigns are more persuasive when forwarded by close friends, than when forwarded by less strong social connections. Thus, the social context plays a crucial role in the persuasiveness of marketing communication activities within SNS.

When Our Changing Society Meets the Social Media Era

2014 ◽  
pp. 1102-1112
Author(s):  
Efi A. Nisiforou ◽  
Andrew Laghos
Keyword(s):  
Social Media ◽  
Social Network ◽  
Technology Use ◽  
Social Network Sites ◽  
International Literature ◽  
Future Directions ◽  
The Social ◽  
Media Services ◽  
Media Research ◽  
Social Media Research

The rapid growth and the popularity of Social Network Sites (SNSs) are increasingly attracting the attention of millions of students for many different purposes. The chapter reviews the background of the current social media research in relation to the international literature and tackles the most important findings. The practical part of the chapter outlines the results of a survey on social media services. The findings provide real research evidence on online social technology use amongst university students. The chapter has educational and theoretical significance and shapes future directions for research on this issue. A compendium of terms, definitions, and explanations of concepts is clearly explained.

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