Connecting With Generation Z Through Social Media

2019 ◽  
pp. 124-147 ◽  
Author(s):  
Brian Bourke
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Digital Natives ◽  
Education Professionals ◽  
Generation Z ◽  
Higher Education Professionals ◽  
Use Of Social Media ◽  
Participation In Higher Education

When it comes to Generation Z's participation in higher education, few topics receive as much attention as their use of social media. However, much of the focus rests on marketing to Generation Z through social media. The connectedness of Generation Z is accompanied with assumptions about their technological abilities. Although they are generally comfortable with technology, their tech acumen is likely limited. Members of Generation Z are often labeled as “digital natives,” a term that suggests that because of the omnipresence of technology in their lives from birth, that they are naturally skilled and competent with many, if not all, forms of technology. The purpose of this chapter is to offer strategies for higher education professionals in connecting with members of Generation Z through social media.

scholarly journals Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?

The Winners ◽  
2021 ◽  
Vol 22 (1) ◽  
Author(s):  
Freddy Pandapotan Simbolon ◽  
Lena Yanti
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Service Quality ◽  
Digital Technology ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Generation Z ◽  
Use Of Social Media ◽  
Service Strategies

The industrial era 4.0 had lead big changes for companies in managing their business, such as carrying out marketing and service strategies. Social media and digital technology provided faster and more responsive service to customers. The use of social media was considered important to increase engagement of students from Generation Z and to improve academic achievement. The objective of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. The research was conducted at Bina Nusantara University (Binus) with a sample of 100 students from Generation Z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. The findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement. Therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities.

MEDIA LITERASI BAGI DIGITAL NATIVES: PERSPEKTIF GENERASI Z DI JAKARTA

2018 ◽  
Vol 6 (1) ◽  
pp. 60
Author(s):  
Ranny Rastati
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Generation Y ◽  
Role Model ◽  
Digital Natives ◽  
The Internet ◽  
Positive Image ◽  
Generation Z ◽  
Internet Users ◽  
Depth Interview

In 2017 the majority of internet users are 19-34 years old or 49.52% (APJI, 2017). Almost half of the internet users in Indonesia are digital natives who were born after 1980: Generation Y (1980-1995) and Generation Z (1996-2009). This research will be focused on Generation Z as the true generation of the internet. Generation Z was born when the internet is available, a contrast to Generation Y who is still experiencing the transition of the internet. The purpose of this research is to find an effective way of providing information about media literacy to Generation Z. Through descriptive qualitative, the study was conducted with in-depth interview and observation toward 12 university students in Jakarta. The results showed that there are four effective ways of providing information about media literacy which is i) videos distributed to social media such as Youtube and Instagram, ii) interesting memes in communicative style, iii) through selebgram or micro-celebrity in Instagram who is consider as a role model and have a positive image, and iv) roadside billboards. Another interesting finding is that male informants tend to like media literacy information through videos and memes, while female informants prefer campaigns conducted by positive image selebgram and billboard. AbstrakPada tahun 2017 pengguna internet di Indonesia mayoritas berusia 19-34 tahun yaitu sebanyak 49,52% (APJI, 2017). Dari data tersebut terlihat bahwa hampir sebagian pengguna internet di Indonesia adalah digital natives atau penutur asli teknologi digital yaitu orang-orang yang lahir setelah tahun 1980: Generasi Y (1980-1995) dan Generasi Z (1996-2009). Penelitian ini akan difokuskan kepada Generasi Z karena mereka dianggap sebagai sebenar-benarnya generasi internet. Generasi Z lahir saat teknologi tersebut sudah tersedia, berbeda dengan Generasi Y yang masih mengalami transisi teknologi hingga menuju internet. Tujuan penelitian ini adalah mencari tahu cara yang efektif dalam memberikan informasi mengenai media literasi kepada generasi Z. Metode yang digunakan adalah deskriptif kualitatif dengan observasi dan wawancara mendalam. Informan berjumlah 12 orang mahasiswa di Jakarta. Hasil penelitian menunjukkan bahwa ada empat cara yang efektif dalam memberikan informasi mengenai media literasi yaitu i) video yang disebarkan ke media sosial seperti Youtube dan Instagram, ii) meme menarik dengan bahasa yang mudah dimengerti, iii) melalui selebgram yang menjadi panutan dan berimage positif, dan iv) papan iklan di pinggir jalan. Temuan menarik lainnya adalah informan laki-laki cenderung menyukai informasi media literasi melalui video dan meme yang disebarkan ke media sosial, sementara perempuan lebih menyukai kampanye yang dilakukan oleh selebgram berimage positif dan papan iklan.

scholarly journals Challenges of collaborative education and academic learning in engineering higher education

2020 ◽  
Vol 8 (8) ◽  
pp. 192-202
Author(s):  
Marcelo de Jesus Rodrigues da Nóbrega ◽  
Patrícia Guedes Pimentel ◽  
Flavio Maldonado Bentes
Keyword(s):  
Higher Education ◽  
Professional Training ◽  
Collaborative Teaching ◽  
Academic Learning ◽  
Professional Relationship ◽  
Education Professionals ◽  
Higher Education Professionals ◽  
Collaborative Education ◽  
Everyday Problems ◽  
Education Process

The focus that will be given in this article, is the relevance of collaborative teaching in the academic environment, with emphasis on higher education in engineering, considering the professional relationship between educating agents and students. To assist in the higher education process, the main challenges encountered will also be addressed, as well as to point out possible increasingly necessary solutions. Raising such important educational issues is necessary since the reference of an institution of higher education is based, among other aspects, on the qualifications of the teacher and his professional training, as well as on his ability to deal with everyday problems. Thus, seeking to achieve the proposed objectives, a bibliographic review was carried out on the theme presented and its consequences in relation to higher education, focusing on engineering courses. In addition to defining concepts related to collaborative teaching, this study links the relationships between higher education professionals, to the institution's growth and improvement. Finally, it was possible to verify that some of the problems listed in the present study are related to the way in which education professionals deal with everyday matters.

scholarly journals Unwaged Posts in UK Universities: Controversies and Campaigns

2015 ◽  
Vol 13 (2) ◽  
pp. 533-553 ◽  
Author(s):  
Kirsten Forkert ◽  
Ana Lopes
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Trade Unions ◽  
Creative Industries ◽  
Early Career ◽  
Higher Education System ◽  
Use Of Social Media ◽  
The Uk ◽  
The University ◽  
Uk Higher Education

This article examines unwaged posts at UK universities, using recent examples of advertised job posts. While unpaid work is common in the UK higher education system, unwaged posts are not. The posts under scrutiny in this article differ from traditional honorary titles as they target early career academics, who are unlikely to have a paid position elsewhere, rather than established scholars. The article contextualizes the appearance of these posts in a climate of increasing marketization of higher education, entrenching managerialism in higher education institutions, and the casualization of academic work. We also discuss resistance to the posts, arguing that the controversy surrounding unpaid internships in the creative industries created a receptive environment for resisting unwaged posts in academia. We analyze the campaigns that were fought against the advertisement of the posts, mostly through social media and the University and College Union. We explore the tactics used and discuss the advantages and limitations of the use of social media, as well as the role of trade unions in the campaigns against these posts, and we reflect on what future campaigns can learn from these experiences.

scholarly journals MEDIA SOSIAL BROADCAST SEBAGAI MULTIMEDIA TERINTEGRASI INDUSTRI KREATIF BAGI DIGITAL NATIVE GENERASI Z

2021 ◽  
Vol 10 (1) ◽  
pp. 25
Author(s):  
Eko Hadi Prayitno ◽  
Nurul Giswi Karomah ◽  
Badriyah Badriyah
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Creative Industry ◽  
Digital Native ◽  
Integrated Development ◽  
Digital Indicator ◽  
Research Journal ◽  
Generation Z ◽  
Use Of Social Media ◽  
The Relationship

<p><em>This study aims to determine the Z generation digital native of Instagram social media account owners with public features that have a tendency to develop integrated account owners, through the use of multimedia broadcasts and the potential to promote visual works in the creative industry. The data collection period was observed by observing the posting of the respondent's portfolio on the feed from May - September 2020. The research design was correlational quantitative research between the Characteristics of Generation Z (X1), Social Media Broadcast (X2) and Creative Industry Integrated Development Multimedia (Y) variables. The purpose of this study was to determine the relationship between the ability of Generation Z Characteristics in processing learning outcomes with the use of social media. Broadcast is integrated into a part of promoting portfolios in Creative Industry Integrated Development. Research data from a population of 180, of which there are 91 generation Z, and 20 accounts with Digital Native characteristics with public settings, taken as the research sample. The results obtained 1) Generation Z tends to have Digital Native Characteristics obtained as much as 84%, 2) Generation Z tends to have digital native characteristics that carry out the activity of Social Media Broadcast as much as 84%, 3) There is a native digital indicator of Generation Z doing Integrated Creative Industry Development for 88%. 4) Producing an accredited national publication research journal indexed.</em><em></em></p><p><strong><em>Keywords</em></strong><em>:             Sosial Media broadcast, Multimedia, Creative Industry, Digital Native, Z Generation</em></p>

scholarly journals BUDAYA KOMUNIKASI PADA PENGGUNA MEDIA SOSIAL FACEBOOK DI ERA NEW MEDIA

2021 ◽  
Vol 2 (2) ◽  
pp. 82-96
Author(s):  
Siti Ani Munasaroh
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Interactions ◽  
Social Relations ◽  
Digital Natives ◽  
Research Approach ◽  
Virtual Ethnography ◽  
Creative Generation ◽  
Use Of Social Media ◽  
Communication Culture

Abstract Social media is the main choice in establishing social interactions in cyberspace in this new media era. The Facebook application as one of the contemporary social media is widely used by Digital natives. As a creative generation in using technology, Digital natives use Facebook as a medium of communication today. Facebook users who are increasing and used continuously have formed a habit that eventually becomes a culture of communication. This research is a qualitative research with a constructivist paradigm that uses a virtual ethnographic research approach. Virtual ethnography is an approach that aims to observe behavior patterns, patterns of life and social relations in virtual life in cyberspace. This study is to determine the communication culture of Digital natives on the use of social media Facebook. And to find out the communication culture formed from the use of Facebook by Digital natives. Keywords: Culture, Communication, New Media, Facebook, Digital natives. Abstrak Media sosial menjadi pilihan utama dalam menjalin interaksi sosial di dunia maya pada era media baru ini. Aplikasi facebook sebagai salah satu media sosial kekinian banyak digunakan oleh Digital natives. Sebagai generasi kreatif dalam menggunakan teknologi, Digital natives memanfaatkan facebook sebagai media komunikasi saat ini. Pengguna facebook yang semakin meningkat dan digunakan secara terus menerus telah membentuk sebuah kebiasaan yang pada akhirnya menjadi budaya dalam berkomunikasi. Penelitian ini merupakan penelitian kualitatif dengan paradigma konstruktivis yang menggunakan pendekatan penelitian etnografi virtual. Etnografi virtual merupakan pendekatan yang bertujuan untuk mengamati pola-pola perilaku, pola kehidupan dan relasi sosial dalam kehidupan virtual di dunia maya (cyber) Penelitian ini hendak mengkaji tentang, perubahan dan budaya komunikasi Digital natives pada penggunaan facebook di era media baru, sedangkan Tujuan dari penelitian ini adalah Untuk mengetahui budaya komunikasi Digital natives pada penggunaan media sosial facebook. Dan untuk mengetahui budaya komunikasi yang terbentuk dari penggunaan facebook oleh Digital natives. Kata Kunci : Budaya, Komunikasi, Media Baru, Facebook, Digital natives.

scholarly journals Virginia Gordon as Servant Leader

2019 ◽  
Vol 39 (2) ◽  
pp. 5-18
Author(s):  
Elizabeth M. Higgins ◽  
Susan M. Campbell
Keyword(s):  
Higher Education ◽  
Academic Advising ◽  
Growth And Development ◽  
Role Model ◽  
Evidence Based ◽  
Servant Leader ◽  
Education Professionals ◽  
Higher Education Professionals ◽  
The Many ◽  
Scholarly Inquiry

Virginia Gordon was a teacher, scholar, practitioner, and leader who also served as a role model and mentor to others. Her insight and research informed the many innovative initiatives she pursued on behalf of the student advising experience. Gordon's scholarly and evidence-based approach set the stage for academic advising as a field of scholarly inquiry and helped shape the growth and direction of the profession. Virginia Gordon's work was other-directed. Her goal was always to support the growth and development of others. This qualitative study tried to capture Gordon as understood by the higher education professionals who knew her, worked with her, and/or studied with her. That she was other-directed supports our view regarding Virginia Gordon as a servant leader.

Factors influencing the intention to use social media for work-related purposes at a South African higher education institution

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Liezel Cilliers ◽  
Willie T. Chinyamurindi ◽  
Kim Viljoen
Keyword(s):  
Higher Education ◽  
Social Media ◽  
South African ◽  
Education Institution ◽  
Behavioural Intention ◽  
Intention To Use ◽  
Higher Education Institution ◽  
Media Usage ◽  
Work Related ◽  
Use Of Social Media

Orientation: The rapid development of information communication technology (ICT) has changed much of contemporary society. ICT’s influence extends to the working context with ramifications not only for employees but also for the entire organisation.Research purpose: The primary purpose of this research was to investigate the behavioural intention of a sample of employees at a traditional higher education institution to make use of social media within the workplace.Motivation for the study: Social media has become a common tool within society for communication and networking purposes. An understanding of the factors that influence behavioural intention to use social media within the workplace can assist the organisation to better manage social media usage within the workplace.Research design, approach and method: The research adopted the positivism paradigm with a quantitative research approach. The data were analysed making use of exploratory factor analysis and multiple regression analysis. A traditional higher education institution was chosen as the research site for the study, relying on a convenience sample (n = 134) and data gathered using the work-related social media scale and behavioural intention to use scale.Main findings: Although most employees make use of social media for problem-solving and communication purposes already in the workplace, organisations should allow their employees to help manage their reputation on social media.Practical and managerial implications: An understanding of the factors that influence behavioural intention to use social media within the workplace can serve as a useful precursor for both employee and organisational-specific interventions. This study has specific relevance to the use of ICT platforms, such as social media, in traditional higher education institutions in South Africa. The study’s results are therefore useful to both employees as end-users and managers as drivers of such interventions in the workplace.Contribution: This study is one of the first within a South African work context to investigate social media usage in a traditional higher education institution and proposes a workplace social media usage framework (WSMUF) that helps not only employees but also the entire organisation to predict intention to use social media in the workplace.

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