scholarly journals Factors limiting optimal students’ engagement on Social Media: A study of Higher Education Institutions in Pakistan

2021 ◽  
Vol 2 (2) ◽  
pp. 285-301
Author(s):  
Muhammad Awais Mehmood ◽  
Qaiser Rashid Janjua ◽  
Muhammad Ali Saeed ◽  
Hina Samdani
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Limiting Factors ◽  
Customer Engagement ◽  
Exploratory Research ◽  
Empirical Knowledge ◽  
Related Factors ◽  
Factors Affecting ◽  
Different Content ◽  
Depth Interviews

Limited research on Social Media (SM) marketing by Higher Education Institutes (HEIs) primarily focuses on understanding important practices followed to enhance students’ engagement on SM or its association with different branding constructs. However, there is dearth of research that can guide regarding practices negatively influencing SM based communication between HEIs and Students. This research explores these limiting factors affecting optimal students’ engagement on SM. A qualitative exploratory research methodology was adopted based on in-depth interviews and Netnography. 25 interviews were conducted and 6 months content analysis of Facebook account of selected HEIs was carried out for Netnography. The findings revealed different content and non-content factors negatively influencing students’ engagement on SM. Content related factors included poor design of SM content, lack of informality, inconsistent content posting and content posting during office hours. Whereas non-content related factors include selective platform presence, selective response to students' queries, fearful attitude towards official SM and absence of incentives for students to engage on SM. All these factors are believed to affect different stages of Customer Engagement including Connection, Interaction, Loyalty and Advocacy. Findings of this study have enabled gaining empirical knowledge regarding negative practices on SM, highlighted above, that shall be avoided to attain optimal results for SM marketing communication and learning how these practices affect different stages of students’ engagement on SM.

scholarly journals The Influence of the Firm’s Career-Website on Job-Seekers’ Intentions to the Firm

2015 ◽  
Vol 5 (3) ◽  
pp. 111
Author(s):  
Robert W. Stone ◽  
Lori Baker-Eveleth ◽  
Daniel Eveleth
Keyword(s):  
Social Media ◽  
Positive Influence ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Method ◽  
Job Seekers ◽  
Related Factors ◽  
Factors Affecting ◽  
Subsequent Behavior ◽  
Significant Positive Influence

Currently organizations rely on its websites to engage and inform job-seekers, and as the primary method for job-seekers to submit applications for screening (Thompson, Braddy & Wuensch, 2008). Therefore a website must be able to influence job-seekers to react positively to perform behaviors such as submitting an application, returning to the site, recommending the company or site to others, and to engage the organization by transitioning to the organization’s social-media sites. Whether or not a job-seeker performs these behaviors is largely a function of the experience with the website. Understanding the website-related factors affecting a job-seeker’s intentions and subsequent behavior is, therefore, critical to the firm. The sample consisted of 199 usable responses and the results show website aesthetics, content and ease of use influence respondents’ intentions, indirectly, through perceived usefulness of the site. Social norms toward the firm have a significant, positive influence on respondents’ intentions.

scholarly journals Research as a Base for Sustainable Development of Universities: Using the Delphi Method to Explore Factors Affecting International Publishing among Vietnamese Academic Staff

2020 ◽  
Vol 12 (8) ◽  
pp. 3449 ◽  
Author(s):  
Trung Tran ◽  
Thao-Phuong-Thi Trinh ◽  
Cuong-Minh Le ◽  
Linh-Khanh Hoang ◽  
Hiep-Hung Pham
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Doctoral Students ◽  
Delphi Method ◽  
Academic Staff ◽  
Three Dimensions ◽  
Related Factors ◽  
Factors Affecting ◽  
Higher Education System ◽  
International Publishing

In recent years, the Vietnamese government has put significant effort into the internationalization of research in the higher education system via the use of international publications (i.e., publications indexed by citation databases such as ISI Web of Science and Scopus) in evaluating their academic staff and doctoral students. Academic staff in Vietnam, who traditionally have low numbers of international publications, have thus been pushed to improve their competencies in order to meet the new requirements for research productivity. However, we have little understanding of the factors influencing international publication as perceived by Vietnamese academic staff. This study aims to fill the gap by using the Delphi method. Academic staff with at least one international publication were invited, via purposeful sampling, to participate in a two-round Delphi survey. The survey revealed 14 key factors, which were further classified into three dimensions: “policy-related factors,” “capability-related factors,” and “networking-related factors”. These factors were the key determinants in the success of international publishing, according to the study participants. The findings provide implications for policymakers and university leaders for enhancing the research capacities of Vietnamese universities, forming a basis for the sustainable development of the higher education sector in Vietnam.

scholarly journals Higher Education Marketing

2012 ◽  
Vol 2 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

Higher Education Marketing

2013 ◽  
pp. 128-147 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

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.

Engagement in a social media: an analysis in higher education institutions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
João Coelho Soares ◽  
Ricardo Limongi ◽  
Eric David Cohen
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Peer Review ◽  
Empirical Test ◽  
Higher Education Institutions ◽  
Time Of Day ◽  
Seemingly Unrelated Regression ◽  
Consumer Engagement ◽  
Related Factors ◽  
Content Type

PurposeSocial media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context.Design/methodology/approachData was collected from 1,981 Facebook brand posts of 16 Brazilian HEIs and thoroughly analyzed with seemingly unrelated regression (SUR).FindingsThe results indicated that the type of media does not increase the user's engagement. The emotional content, on the other hand, increases the number of likes and shares and not comments. An interaction between dimensions, type of media and content is relevant disclosed to increase engagement metrics, while characteristics related to the day and time of posting are not relevant.Research limitations/implicationsThis study analyzes the factors that influence consumer engagement in brand messages published on Facebook, in the context of higher education institutions. Specifically, the authors seek to examine the influence that emanates from the likes, comments and shares: (1) factors related to the type of media (interactivity and liveliness); (2) content-related factors (remuneration, emotional, entertainment and informational); and (3) factors related to posting (day of the week and time of day).Practical implicationsIn the context of educational services, social media is increasingly present, remarkably in HEI marketing practices. Previous studies have shown that universities use social media (mainly Facebook) to promote interactivity with students. The study presents the key characteristics of the postings by the HEIs, with an emphasis on the liveliness, the interactivity of the media, and the information content of the posts. It stands out by the examination of the most relevant factors that influence Facebook engagement, and by providing evidence on the strength of the factors related to post features that influence user engagement.Originality/valueThe research contributes to the proposition and empirical test of a predictive model of consumer engagement on Facebook, which can predict engagement in an HEI context.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0242

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.

Consumer – brand engagement on Facebook: liking and commenting behaviors

2014 ◽  
Vol 8 (3) ◽  
pp. 203-223 ◽  
Author(s):  
Sertan Kabadayi ◽  
Katherine Price
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Conceptual Model ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Modes Of Interaction

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy. Originality/value – The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

scholarly journals Factors Affecting Customer Satisfaction and Repurchase Intention: A Study of Full-Service Trendy Restaurants in Vietnam

2021 ◽  
Vol 1 ◽  
Author(s):  
Chen Ho ◽  
Huei-Sheng Tu ◽  
Nguyen Ngoc Anh ◽  
Pham Minh Tuan ◽  
Nguyen Thi Ngoc Anh ◽  
...  
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Engagement ◽  
Future Research ◽  
Repurchase Intention ◽  
Factors Affecting ◽  
The World ◽  
Food And Beverage ◽  
Social Media Platforms

“Trendy restaurants” have emerged in the food and beverage industry as the popularity of social media arose rapidly. For consumers enjoy sharing pictures or videos taken in restaurants, providing trendy space turned out to be an effective way of customer engagement. A growing number of consumers all over the world are always sharing their experiences as well as using these platforms to discover food and beverage trends. Among different parts of the world, Vietnam has a significant number of consumers, especially younger age, are considering social media platforms as a powerful medium in their decision-making. In order to explore the factors behind customer satisfaction at trendy restaurants, this study investigates narcissism personality together with food/drink and service quality as potential predictors to satisfaction and repurchase intention in Vietnamese full-service trendy restaurants. Samples of 213 Vietnamese guests from trendy restaurants were surveyed. SPSS was used to analyze collected data and the findings point out that, in general, food quality, service quality and narcissism personality traits have significant impacts on customer satisfaction and repurchase intention. Customer satisfaction mediates the relationships between predictors and repurchase intention. The implications of these findings, limitations of the study and future research suggestions are also discussed

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