The Impact of Enhancing Social Media Marketing Knowledge on Customer Attraction and Engagement for University Organizational Growth and Development from the TRACK Theory

2020 ◽  
Vol 2 (2) ◽  
pp. 19-40
Author(s):  
Glenton Khulani Sambo ◽  
Austin Musundire
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Content Knowledge ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Organizational Growth ◽  
Knowledge Framework ◽  
Sales And Marketing ◽  
The University ◽  
The Impact

The purpose of this study was to investigate the impact of integrating social media in the marketing strategy for customer attraction and engagement in universities in order to solve challenges associated with marketing strategies for student attraction and community engagement in the context of the University of Mpumalanga in South Africa. A descriptive correlational research design was used in the study. Fifty sales and marketing employees, 50 departmental lecturers, and 100 students randomly selected within the Mpumalanga University responded to the questionnaires. The results indicated that there is a positive impact of applying technological social media-based marketing content knowledge (TSMBCMCK) framework on student attraction and recruitment and community engagement. It is therefore recommended to adopt and apply the technological social media-based marketing content knowledge framework to enhance marketing strategies within universities.

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

scholarly journals The Impact of Embedded iPad Use on Student Perceptions of Their Digital Capabilities

2018 ◽  
Vol 8 (3) ◽  
pp. 102 ◽  
Author(s):  
Matt Elphick
Keyword(s):  
Student Perceptions ◽  
Undergraduate Students ◽  
Positive Impact ◽  
Student Body ◽  
Learning And Teaching ◽  
Digital World ◽  
Key Skills ◽  
The University ◽  
Teaching In Higher Education ◽  
The Impact

Digital capabilities are recognized as key skills that students must possess to learn and work in our increasingly digital world and have been the subject of a growing focus over recent years. Similarly, smartphones and, to a lesser degree, tablets are now ubiquitous within the student body, and many academics are beginning to leverage these devices for the purposes of learning and teaching in higher education. To further explore the possibilities of mobile technology, the iPilot project was created to explore the effects that embedded iPad use had on undergraduate students’ creativity, ability to collaborate with their peers and their perception of their digital capabilities. Focusing on the digital capabilities aspect of the project, this paper explores the results gathered. While the results are mixed, when combined with data taken from the Joint Information Systems Committee (JISC) Digital Experience Tracker, it does appear that using iPads in the university classroom can have a positive impact on certain digital behaviors and students’ perceptions of their digital skills.

Social media activity: its impact on career-related perceptions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly W. O'Connor ◽  
Kimberly S. McDonald ◽  
Brandon T. McDaniel ◽  
Gordon B. Schmidt
Keyword(s):  
Social Media ◽  
Online Learning ◽  
Career Satisfaction ◽  
Media Use ◽  
Positive Impact ◽  
Amazon Mechanical Turk ◽  
Social Media Use ◽  
Content Type ◽  
The Impact ◽  
Career Benefits

Purpose The purpose of this exploratory study is to examine individual perceptions about the impact that social media use has on career satisfaction and perceived career benefits. We examined whether informal online learning through “typical” types of social media behaviors (e.g. liking a post or messaging another user) and “networking” types of social media behaviors (e.g. endorsing another user, writing recommendations, going “live,” or looking for a job) impacted career-related perceptions. Design/methodology/approach In this study, we analyzed Amazon Mechanical Turk survey data gathered from adult participants (n = 475). We focused our inquiry specifically on two social media sites, Facebook and LinkedIn. We asked participants about their social media use and behaviors, as well as their perceptions of career satisfaction and career benefits related to social media. Findings We found that both typical and networking types of social media behaviors positively predicted the “knowing whom” career competency (defined as career relevant networks and contacts that individuals use to develop their careers) and career satisfaction. Only networking behaviors were positively associated with perceived career benefits of social media use. We further found that LinkedIn users’ career satisfaction was lower compared to non-LinkedIn users. Originality/value This study adds to the small, but growing body of career research focusing on social capital and social media. Our results suggest that informal online learning via social media may have a positive impact on employees’ career-related perceptions.

Impact of social media usage on performance of construction businesses (CBs) in Abuja, Nigeria

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olufemi Seth Olorunyomi ◽  
Richard Ajayi Jimoh ◽  
James Olabode Bamidele Rotimi
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Structural Equation ◽  
Building Materials ◽  
Positive Impact ◽  
Research Approach ◽  
Cross Sectional ◽  
Content Type ◽  
Business Interest ◽  
The Impact

Purpose Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria. Design/methodology/approach This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs. Findings The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility. Research limitations/implications This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results. Originality/value This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

scholarly journals The Impact of Social Media & Messaging Application Utilization to the Learning Effectiveness (Higher Education Learning Effectiveness Through Social Media & Messaging Application)

2019 ◽  
Vol 9 (2) ◽  
pp. 2112-2116
Keyword(s):  
Social Media ◽  
Student Performance ◽  
Learning Process ◽  
Positive Impact ◽  
Research Result ◽  
Research Unit ◽  
Learning Effectiveness ◽  
Improve Student Performance ◽  
Media Messaging ◽  
The Impact

Indonesian internet users reached 143,26 Million in 2017, most of them used internet for accessing messaging and social media application. We argue that usage of messaging and social media can give positive impact to the learning process. Our research method using questionnaire to collect data, research conduct in Private University in Jakarta, and student as our research unit analysis. The second year’s research shows that optimization of social media application and messenger services to improve student performance can be done by knowing the most common social media application and messenger services that used by student, socialize the process to increase number of participation, utilization of features of the application, continuous improvement, and communication about method’s success story that can attracts lecturer and students to apply and keep improve the more effective method and learning process. This research result can be use by the lecturer or educator to improve education through social media application and messenger.

scholarly journals Analysis and Assessment of New Permanent Teacher Training Activities under the Erasmus+ Program from the Perspective of the Participants of Spain in Times of COVID-19

2021 ◽  
Vol 13 (20) ◽  
pp. 11222
Author(s):  
Daniel Salcedo-López ◽  
Mercedes Cuevas-López
Keyword(s):  
Teacher Training ◽  
Negative Impact ◽  
Positive Impact ◽  
Student Mobility ◽  
The European Union ◽  
International Mobility ◽  
Global Pandemic ◽  
Training Activities ◽  
The University ◽  
The Impact

The Erasmus+ program (2014–2020) is one of the main initiatives developed by the European Commission in the field of education and is the final joint evolution of other minor and prior actions that provide schools and teachers with funding to carry out international mobility projects with a variety of formative activities. The benefits of carrying out international mobility activities to strengthen student learning and teacher training are well known and have been researched or reported even from the early stages of a program that was born back in the 1980s but has always been focused on the university level. When considering teachers at early levels (schools and high schools), the 2014–2020 Erasmus+ program was the main source of funding to grant Spanish teachers permanent training activities abroad with a direct positive impact on their careers. The year 2020 is the last year of the first evolution of the Erasmus+ program, which has been renewed, extended, and strengthened for a new six-year term (2021–2027). However, 2020 has also been a significant year. The COVID-19 global pandemic continues to affect the mobility of citizens within the different territories of the union and, thus, have a direct negative impact on international teacher and student mobility. Being 2020 the end of a cycle and a critical moment, it is the perfect time to conduct an analysis of the data associated with the participation of teachers and schools in Spain, their perceptions of the program, the different activities carried out, and the impact of the pandemic. This research study is based on an analysis of an opinion survey through a nationwide sample of teachers participating in KA101 Erasmus+ projects. This paper gathers and presents data and conclusions using information previously not available that most of the time is published in official reports globally without considering the particularities of the different states of the European Union.

scholarly journals A Comparative Study on Social Media Use and Public Participation in Korea and the United States: Does Social Media Matter?

2015 ◽  
Vol 30 (1) ◽  
pp. 207-230
Author(s):  
Kim Eun Yi
Keyword(s):  
United States ◽  
Social Media ◽  
Public Participation ◽  
Interaction Effect ◽  
Media Use ◽  
Positive Impact ◽  
The United States ◽  
The Political ◽  
Social Media Use ◽  
The Impact

This study examines how the use of different types of social media, such as Facebook and Twitter, affects public participation, drawing on the theory of motivation, which addresses the effect of internal and external political efficacy as well as the perceived political importance of social media. The study also investigates the interaction effect between social media use and perceived the political importance of social media on public participation. Employing a comparative perspective on an issue that has not been well studied, the study further seeks to discover potential variations in the impacts of different social media on public participation in the United States and Korea, both of which held presidential elections at the end of 2012. This study conducted hierarchical multiple regression analyses using data collected from college students in the United States and Korea. It shows the positive impact of social media use and its interaction effect with the perceived political importance of social media on the offline and online public participation of youth. The political motivational factor is found to be critical to driving public participation. This study also shows that the impact of Facebook use is more influential than Twitter use on public participation in the United States, whereas the opposite pattern is observed in Korea.

scholarly journals Factors Influencing Online Education during COVID-19 Pandemic: Sri Lankan Students’ Perspective

2021 ◽  
Vol 11 (4) ◽  
Author(s):  
M. A. K. Sriyalatha ◽  
P. J. Kumarasinghe
Keyword(s):  
Online Education ◽  
Positive Impact ◽  
Structural Equations ◽  
Primary Data ◽  
Sri Lankan ◽  
University Administrators ◽  
Factors Influencing ◽  
Management Students ◽  
The University ◽  
The Impact

This study examines the factors influencing online education for selected Sri Lankan universities during the COVID-19 pandemic. It also analyses the moderate effect of gender and type of the university on online education. Primary data were collected using a questionnaire via google form from Management students in Sri Lankan selected universities. Data analysis was done through structural equations using analysis of moment structures (AMOS) version 22.0. Attitude, internet and related facilities, curriculum, and self-motivation were found to have a significant positive impact on online education, while workload & time have no significant effect on online education. Among four factors, the strongest influence was derived from self-motivation followed by the curriculum. We have not found significant differences among male and female students’ views on online education, while the impact from the type of university is different among the two categories. This study effectively guides policy makers and university administrators across the educational institutes to decide on continuing online education. It reveals some insights to the teachers, students, and parents to understand the significance of the modern online learning environment and its positive impact on the new learning mode. There is no study related to the factors associated with the impact of online education during the Covid-19 pandemic in the Sri Lankan context.

scholarly journals The impact of social media on business growth and performance in India

2019 ◽  
Vol 9 (4) ◽  
pp. 190-194
Author(s):  
BALUSAMY S ◽  
VENKATASUBRAMANIAM A ◽  
GIRI N
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Business Performance ◽  
Positive Impact ◽  
Positive Influence ◽  
Communication Techniques ◽  
Essential Tool ◽  
And Performance ◽  
Scalable Communication ◽  
The Impact

Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, however in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media. Social Media is a just like any other Form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable Communication techniques. Social media has a positive impact and a positive influence on the company as well as the customers. Social media is becoming an essential tool for marketers, which is at a very minimum investment. In today’s’ scenario consumers judge a company based on their online presence, hence companies can innovate and simultaneously create a strong social presence by always catering to their customers’ needs and concerns.Internationally, companies have adopted Social Media as an essential tool for their marketing campaign; however the same is not adapted in India to a large extent. What are the benefits of Social media? What are the examples of Social media? This study understands the benefits,impact and importance of Social Media on business performance and growth.

The role of perceived social media agility in customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Positive Impact ◽  
Customer Engagement ◽  
Measurement Scale ◽  
Content Type ◽  
Study Results ◽  
Seeking Behavior ◽  
The Impact

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Sign in / Sign up

Export Citation Format

Share Document