ROLE OF SOCIAL MEDIA MARKETING (SMM) IN HEI’S ADMISSION

2016 ◽  
Vol 12 (2) ◽  
Author(s):  
M. Awais Mehmood ◽  
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Content Type ◽  
Specific Objective ◽  
Perceived Impact ◽  
Promotional Messages ◽  
Admissions Process ◽  
Depth Interviews ◽  
Selection Of

Purpose: Higher Education Institutes (HEIs) are shaping their operational approach in a more business oriented manner due to intensification of competition to recruit quality students. This requires adaption of various marketing communication tools to develop, sustain and improve brand image. The invent of Web 2.0 technologies have offered many such options to organizations including social media (SM) that is being now used by many (HEIs) to connect with their stakeholders especially students. The specific objective and purpose of this study is to investigate the use of SM marketing in the higher education sector in Pakistan and its perceived impact on admission of students. Methodology: It is a qualitative study based on inductive approach where in-depth interviews were conducted with the university’s administrators responsible to manage the SM activities. The interviews were transcribed using NVivo to determine content type placed online by the HEIs in Pakistan, benefits accrued and their perceived impact on student admission. In addition ethnography technique was used to find the type of content on SM being placed by the Pakistani HEIs. Findings: The study illustrates that Facebook and Twitter are the most commonly used social media accounts by the Pakistani HEIs. The content placed on SM by the Pakistani HEIs include announcements, admissions, events, community messages, promotional messages, achievements, greetings, endorsements and job/internships opportunities. Through this content HEIs areable to better engage with their students, obtain necessary feedback, correct any misperceptions and help in career building. These benefits are consequently contributing directly and indirectly to the elements considered important by students for selection of HEIs as highlighted in students’ preference theories(Soutar & Turner, 2000; Maringe, 2006; Mangan, Hughes, Davies, & Slack, 2010). Implications: This study will help the HEIs to understand common benefits they can accrue through their SM use and its potential in facilitating their admissions process. The study will also let the managers of SM in HEIs know of ways to optimize their usage of SM that will consequently help them better gauge the identified benefits and ultimately help in achieving desired objectives pertaining to students’ recruitment.

Employability of higher education graduates in Europe

2014 ◽  
Vol 35 (4) ◽  
pp. 418-424 ◽  
Author(s):  
Samo Pavlin ◽  
Ivan Svetlik
Keyword(s):  
Higher Education ◽  
Labour Market ◽  
Design Methodology ◽  
Global Changes ◽  
Special Issue ◽  
Strategic Development ◽  
Content Type ◽  
Scientific Approach ◽  
Selection Of

Purpose – The purpose of this paper is to introduce the special issue on “Employability of higher education graduates in europe” from the perspective of global changes. Design/methodology/approach – The empirically based papers of the special issue address six main areas related to the transition of graduates from education to the labour market: employment and employability, job (mis)match, development of particular areas of competency, new certificates of higher education, along with the disciplinarity and status of the self-perceived role of academics in supporting graduates’ careers. Findings – This issue provides empirical findings relevant to various stakeholders of higher education systems which are essential for strategic development in the area. Originality/value – The selection of papers proposes an interdisciplinary scientific approach in the areas of bridging (higher) education with the labour market.

scholarly journals The role of social media in managing supplier attractiveness

2019 ◽  
Vol 40 (5) ◽  
pp. 625-646 ◽  
Author(s):  
Zsófia Tóth ◽  
Martin Liu ◽  
Jun Luo ◽  
Christos Braziotis
Keyword(s):  
Social Media ◽  
Business Environment ◽  
The Body ◽  
Strategic Decision ◽  
Senior Managers ◽  
Supplier Relationships ◽  
Content Type ◽  
Specific Investments ◽  
Depth Interviews

Purpose Managing attractiveness is a constant challenge to mobilize relationship-specific investments, especially in a business environment increasingly enhanced by social media (SM) activities. There is limited knowledge on how SM activities contribute to supplier attractiveness, so decisions about strategizing with SM and consequent resource allocations become highly uncertain. The purpose of this paper is to examine how suppliers’ SM activities influence supplier attractiveness. Design/methodology/approach Altogether, 57 senior managers were interviewed: 32 semi-structured in-depth interviews were conducted with senior managers in strategic decision-making roles regarding SM on the supplier side, along with 20 senior managers responsible for purchasing or looking after supplier development; one-to-one interviews were complemented by a focus group with 5 senior managers on the buyer side. Findings The study reveals an inverse U-shaped relationship between the intensity of the supplier’s SM activity and its attractiveness and offers a set of propositions about the influence of SM on supplier attractiveness, with special regard to the perceived risks of increased transparency and becoming “too social” on SM. Practical implications The study highlights SM management results for supplier attractiveness and their impact areas on business growth and supply chain development. Originality/value This paper provides in-depth insights into the role of SM in managing supplier attractiveness. Various effects of SM activities are identified that aim to contribute to the body of literature on supplier attractiveness as well as SM management in buyer–supplier relationships.

Exploring education-related use of social media: business students perspectives in a changing India

2018 ◽  
Vol 60 (2) ◽  
pp. 198-212 ◽  
Author(s):  
Jehangir Bharucha
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Student Engagement ◽  
Education System ◽  
Business Education ◽  
Easy Access ◽  
Content Type ◽  
Higher Education System ◽  
Depth Interviews ◽  
Structured Questionnaire

Purpose Within a connectivist learning model, the purpose of this paper is to investigate the adoption of social media for educational purposes in India, a hitherto unexplored area of research. The basic research thrust is on students’ experiences when social media is incorporated into higher education. This research tries to gather evidence on the effectiveness of this role and its potential future role as a facilitator and enhancer of learning in the Indian system. Design/methodology/approach The current research draws on the perspectives of the students regarding the adoption of social media for educational purposes. The data collection was done in two separate stages. Stratified random sampling was applied and a structured questionnaire was sent via e-mail. Usable responses were received from 568 respondents. The second stage consisted of an exploratory qualitative study using in-depth interviews and reflections of 250 students from the original sample. Findings Four clear themes emerged from the responses collected via the structured questionnaire and particularly from the in-depth interviews. These include: widespread usage of social media, definite usage in business education, strengths of social media in business education and the flip side of learning with social media. One thing is certain: social media will continue to play an important role in the Indian education sector. A number of colleges and universities in India are including social media in their pedagogy, but the challenge lies in effectively aligning it with curriculum. Practical implications Despite the widespread use of online social media for communication and entertainment, the use in the educational sphere seems to be less. This year-long study tries to gather evidence on all these issues. No doubt social media’s contribution in the classroom depicts a rising interest in technology as a tool to assist learning but it also reinforces a paradigm shift in the way students learn. Social implications With nearly a billion people on mobile phones, the online system certainly has vast potential to create the right kind of learning. As this study has shown at a micro-level, technology-led reach and easy access is bringing about a socio-economic difference in the lives of Indian learners. While this study certainly supports digital learning in India it points out that higher educational institutions are yet to exploit its full advantage for better student engagement. Originality/value One key characteristic of this generation is that they are very education oriented. Due to the relative freshness of the approach in India and fairly restricted use in the Indian higher education system, empirical studies are limited and the impact of social media on student engagement in the higher education system in India is not known.

Financing universities through waqf, pious endowment: is it possible?

Humanomics ◽  
2015 ◽  
Vol 31 (4) ◽  
pp. 430-453 ◽  
Author(s):  
Siti Mashitoh Mahamood ◽  
Asmak Ab Rahman
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Educational Institution ◽  
Board Of Trustees ◽  
Academic Quality ◽  
Content Type ◽  
The Uk ◽  
Financing Higher Education ◽  
Depth Interviews

Purpose – The purpose of this article is to highlight the importance of waqf in financing higher education. Nowadays, higher education is costly and this has prevented students, especially those who are self-financed, from accessing such learning environments. This paper offer an alternative solution to relieve such a situation, namely, through the application of an endowment-based or waqf educational institution. The study suggests a way to establish an endowment university by concentrating the discussion on the concept and principles of its establishment, as well as sharing the experiences of the Malaysian waqf universities and the Turkish Foundation Universities/Vakif Üniversitesi in financing their universities using waqf, i.e. a pious endowment instrument. Design/methodology/approach – The empirical data were mainly collected using in-depth interviews with the universities’ higher management authorities and some of the members of the board of trustees. Findings – The findings show that the role of waqf or pious endowment is significant in providing financial assistance to their communities as well as strengthening their academic quality. In addition, tawhidic epistemology together with morality and ethics have influenced waqf donors or founders to donate their wealth and property to enrich and sustain universities and higher education. Originality/value – This article provides the experiences of the Malaysian Waqf Universities and the Turkish Foundation Universities/Vakif Üniversitesi in financing their universities using waqf. It also contains some good examples from the experience of several earlier Islamic civilizations, in particular those of the Ottoman Empire and the Mamluk Sultanate of Egypt. In addition, examples of the implementation of waqf and endowment-based universities in the UK and USA as well as the Al-Azhar University of Egypt is also included.

From an “idea generator” to a “solution facilitator”

2019 ◽  
Vol 24 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Pui Yuen Lee ◽  
Kung Wong Lau
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Traditional Role ◽  
Content Type ◽  
Role Identities ◽  
Advertising Industry ◽  
The Social ◽  
Depth Interviews ◽  
Service Advertising

PurposeThe rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.Design/methodology/approachA qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.FindingsThe findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.Originality/valueThis study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

Social media for environmental sustainability awareness in higher education

2017 ◽  
Vol 18 (4) ◽  
pp. 474-491 ◽  
Author(s):  
Suraya Hamid ◽  
Mohamad Taha Ijab ◽  
Hidayah Sulaiman ◽  
Rina Md. Anwar ◽  
Azah Anir Norman
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Environmental Sustainability ◽  
Keyword Search ◽  
Environmental Awareness ◽  
University Policy ◽  
Content Type ◽  
Use Of Social Media ◽  
The University

Purpose The explosion of social media use such as Facebook among higher education students is deemed to have great potential in widely disseminating environmental sustainability awareness. The paper aims to capture, summarise, synthesise and comment on the role of social media to garner interest of students and staff on environmental sustainability issues. Design/methodology/approach Systematic literature review technique is adopted, and three selected online databases were searched for relevant papers for review. Specific data were extracted from each paper, and the discussion section was based on the developed research questions. Findings Higher education needs to fully leverage the ubiquity of social media to extend how environmental sustainability is viewed by the students and staff. Sustainability practices conducted at the university level such as recycling, reduction of electricity and water consumptions and paper reduction in classroom and used to engage students on environmental matters. For staff, social media can be leveraged as to convey the university policy and assist in their quest to become full-fledged green universities. Research limitations/implications Some of the limitations of this research include the lack of keyword search using synonyms or related terms equivalent to the term “awareness”, lack of forward and backward searches, and the papers were searched until end of 2013 only. Future research needs to take advantage of the current limitations to investigate this topic and be empirically supported by theories using quantitative, qualitative or mixed-method-based research. Future studies could also develop relevant frameworks to propose an effective use of social media for creating environmental sustainability awareness in higher education. Practical implications Propagations of environmental sustainability awareness in higher education would be more effective with the use of social media. Social implications In principle, the increase of environmental awareness level would increase the students’ good behavioural conduct on environmental sustainability. Originality/value While the broad topic of environmental sustainability in higher education is widely discussed, the role of social media in shaping environmental sustainability awareness is still under researched. This situation provides a significant potential for exploration by sustainability researchers to craft their investigation on the effective role of social media in creating environmental awareness in higher education.

Overconfidence of vocational education students when entering higher education

2015 ◽  
Vol 57 (4) ◽  
pp. 429-447 ◽  
Author(s):  
Mark P. Bowden ◽  
Subhash Abhayawansa ◽  
John Bahtsevanoglou
Keyword(s):  
Higher Education ◽  
Self Efficacy ◽  
Further Education ◽  
Small Sample ◽  
First Year ◽  
Education Students ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose – There is evidence that students who attend Technical and Further Education (TAFE) prior to entering higher education underperform in their first year of study. The purpose of this paper is to examine the role of self-efficacy in understanding the performance of students who completed TAFE in the previous year in a first year subject of microeconomics in a dual sector university in Melbourne, Australia. Design/methodology/approach – The study utilises data collected by surveys of 151 students. Findings – A student’s self-efficacy is positively associated with their marks in a first year subject of microeconomics. However, the relationship between final marks and self-efficacy is negative for those students who attended TAFE in the previous year suggesting that they suffer from the problem of overconfidence. When holding self-efficacy constant, using econometric techniques, TAFE attendance is found to be positively related to final marks. Research limitations/implications – The findings are exploratory (based on a small sample) and lead to a need to conduct cross institutional studies. Practical implications – The research points to the need for early interventions so that TAFE students perform well in their first year of higher education. It also points to potential issues in the development of Victorian Certificate of Applied Learning (VCAL) programs. Originality/value – To the best of the authors’ knowledge, this is the first paper to examine the inter-related impact of attendance at TAFE in the previous year and self-efficacy on the subsequent academic performance of TAFE students.

Managing multichannel coordination in retail banking: the influence of customer participation

2006 ◽  
Vol 24 (5) ◽  
pp. 327-345 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Organizational Design ◽  
Retail Banking ◽  
Customer Participation ◽  
Content Type ◽  
Quantitative Studies ◽  
Retail Banks ◽  
The Impact ◽  
Depth Interviews

PurposeThe purpose of this research is to explore the combining of marketing and organizational literature. This paper seeks to evaluate the relationships between multichannel coordination and customer participation, as seen through the lens of potential customer opportunism. It aims at showing the impact of this opportunism on the organizational design of multiple channels structures.Design/methodology/approachThe research reports on an exploratory case study in a French retail bank. A total of 25 in‐depth interviews were conducted, and the use of other sources enabled data triangulation.FindingsThe results show first that an increase in the number of distribution channels is liable to favor customer opportunistic behavior. To counter this, the bank mainly relies on impersonal coordination modes. An emerging result highlights the role of the customer as a “perceptual filter” between the different channels of employees.Research limitations/implicationsCustomer opportunism is studied via channels employees perceptions. An investigation using a customer survey may help to better understand this construct, e.g. to identify its antecedents, and to measure it precisely. Moreover, further qualitative and/or quantitative studies with larger sample sizes are needed to try and generalize these results.Practical implicationsIt is recommended not to forget that customers can facilitate or hinder multichannel coordination. Retail banks have the power to use them conveniently, provided that they are fully conscious of the scope of the “partial employee” role played by the customer.Originality/valueThis paper broadens understanding of how multichannel distribution structures are coordinated, and in a way belies traditional organizational design literature. The emerging result gives birth to the concept of “reversed interactive marketing”, which has interesting theoretical and practical repercussions.

The role of entrepreneurial families in entrepreneurial ecosystems: the family social capital approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Claudia Benavides-Salazar ◽  
Cristina Iturrioz-Landart ◽  
Cristina Aragón-Amonarriz ◽  
Asunción Ibañez-Romero
Keyword(s):  
Social Capital ◽  
Design Methodology ◽  
Content Type ◽  
Entrepreneurial Ecosystems ◽  
Family Social Capital ◽  
The Family ◽  
Depth Interviews ◽  
Entrepreneurial Dynamics

Purpose This paper aims to investigate how entrepreneurial families (EFs) influence the development of entrepreneurial ecosystems (EEs) by using the family social capital (FSC) approach. Design/methodology/approach For this paper, the authors analyzed the Manizales EE as a case study. The authors used a variety of data collection procedures, including in-depth interviews with 26 entrepreneurs and mentors. Findings The authors established how EFs affect EE development, identifying how the FSC bridging mechanisms impact the EE’s social and cultural attributes, boosting entrepreneurial dynamics. Originality/value The results indicated the relevance of EFs’ embeddedness and the degree of the FSC institutionalization in promoting of entrepreneurship within the EEs.

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