Adoption Of Social Media Marketing In The Higher Education Industry In Malaysia An Empirical Study
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Adoption Of Social Media Marketing In The Higher Education Industry In Malaysia An Empirical Study
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Author : Wee Leong
language : en
Publisher:
Release Date : 2018-04-28
Adoption Of Social Media Marketing In The Higher Education Industry In Malaysia An Empirical Study written by Wee Leong and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-28 with categories.
Research Paper (postgraduate) from the year 2018 in the subject Information Management, language: English, abstract: With the introduction of personal computers, the Internet, and e-commerce have in fact created a tremendous impact on how businesses operate and market their products or services nowadays. The introduction of social media technology is accelerating and has become a trend for youngster and business partner today. The purpose of this study was to investigate how social media marketing was implemented and adopted in the higher education institutions in Malaysia. Specifically, this study focused on the positive influence of using social media marketing and the benefits the Social Media Marketing system had provided to institutions which had accepted and utilized this new innovation. This study also aimed to determine the concern factors of adopting the Social Media Marketing system into current company management systems. An integral part of this research was to develop and to empirically test a model of the adoption of Social Media Marketing in the context of higher education institutions in Malaysia which based on the concepts of Rogers [2003] the Innovations Diffusion Theory (IDT), and Ajzen and Fishbein [1975] the Theory of Reasoned Action (TRA). This research used a questionnaire to assess the higher education institutions in Malaysia on their cognition and perspective of the relative advantage, compatibility, complexity, trialability and observability of the Social Media Marketing; as well as to assess their attitudes and subjective norm toward their behavioral intentions of using the Social Media Marketing system. Research findings revealed the attributes of innovations mentioned above were significantly positively associated with the adoption of Social Media Marketing. According to the research results, managerial implications and opportunities for future research were discussed.
An Investigation Of The Effectiveness Of Social Media Marketing On The Marketing Performance Of Selected Higher Education Institutions In Zambia
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Author : Francis Mukosa
language : en
Publisher: GRIN Verlag
Release Date : 2022-10-12
An Investigation Of The Effectiveness Of Social Media Marketing On The Marketing Performance Of Selected Higher Education Institutions In Zambia written by Francis Mukosa and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-12 with Business & Economics categories.
Doctoral Thesis / Dissertation from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Pass, , course: Marketing, language: English, abstract: HEIs in Zambia have adopted the use of social media in advertising, online learning and also for administrative purposes. Social media has developed in the recent years to a level where it presents itself as the biggest virtual market with the potential to increase geographic markets and revenue for organizations. While cases of HEIs that have used social media marketing for purposes of marketing exist in other places, there is no significant research in the Zambian environment that shows empirical evidence that the use of social media marketing can impact marketing performance in HEIs. The purpose of this study is to investigate the effectiveness of social media marketing on marketing performance in HEIs and the findings are meant to build a model for social media marketing for HEIs in Zambia in (see figure 5.2 in Chapter 5). Data in this research was collected from twelve HEIs using both qualitative and quantitative research methods, since this research is a mixed research with both deductive and inductive arguments. The data collection techniques included a semi structured interview for qualitative data and a semi structured questionnaire for the quantitative data. Data analysis was carried out using different techniques in SPSS for the quantitative data and content analysis using Google analytics for the qualitative data. The implications of the findings in chapter four mean that HEIs in Zambia must begin to use social media not only for administrative or advertising purposes but they must use it effectively as a tool to increase their market share and increase their revenue. The findings and data analysis in this research indicated that social media is effective in marketing HEIs in Zambia, however these institutions must adopt the suggested model in Figure 5.2 in Chapter 5 if they are to enhance social media performance for marketing
Social Media Marketing And Customer Based Brand Equity For Higher Educational Institutions
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Author : Charitha Harshani Perera
language : en
Publisher: Springer Nature
Release Date : 2022-09-30
Social Media Marketing And Customer Based Brand Equity For Higher Educational Institutions written by Charitha Harshani Perera and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-30 with Business & Economics categories.
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
The Impact Of Online Advertising On Students Choice Of Higher Education Institutions
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Author : Djihane Ammari
language : en
Publisher:
Release Date : 2015
The Impact Of Online Advertising On Students Choice Of Higher Education Institutions written by Djihane Ammari and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Satisfying students' needs and meeting their expectations are the core elements of any educational marketing philosophy. This requires a deep understanding of students' mind-sets and internal and external decision making influencers. The concept of online advertising can be effectively utilised to enhance these elements. This study investigates the impact of online advertising on the choice of higher education institutions in a Malaysian context. The study investigates the impact of the three online advertising mediums; social media, display ads and websites on students' online decision-making processes and on their choice of university. The data was collected using a self-administrated questionnaire from 350 students of three Malaysian universities. Two stages structural equation modelling (SEM) was used to test the hypotheses and the fit of the proposed research model. Results from the data analysis indicated a significant relationship between all the variables except for display ads, which was not significant. The three significant paths indicated the relationships between social media and students' online decision-making process, websites and students 'online decision-making process and students' online decision-making process and students' choice of university. The results of testing the structural model also indicated that students' online decision-making process mediates the relationship between online advertising and students' choice of university.
Technology Innovation For Business Intelligence And Analytics Tibia
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Author : Haitham M. Alzoubi
language : en
Publisher: Springer Nature
Release Date :
Technology Innovation For Business Intelligence And Analytics Tibia written by Haitham M. Alzoubi and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Handbook Of Research On Educational Communications And Technology
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Author : David H. Jonassen
language : en
Publisher: Taylor & Francis
Release Date : 2004
Handbook Of Research On Educational Communications And Technology written by David H. Jonassen and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Education categories.
This edition of this handbook updates and expands its review of the research, theory, issues and methodology that constitute the field of educational communications and technology. Organized into seven sectors, it profiles and integrates the following elements of this rapidly changing field.
The Effect Of Information Technology On Business And Marketing Intelligence Systems
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Author : Muhammad Alshurideh
language : en
Publisher: Springer Nature
Release Date : 2023-03-12
The Effect Of Information Technology On Business And Marketing Intelligence Systems written by Muhammad Alshurideh and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-12 with Computers categories.
Business shapes have been changed these days. Change is the main dominant fact that change the way of business operations running. Topics such as innovation, entrepreneurship, leadership, blockchain, mobile business, social media, e-learning, machine learning, and artificial intelligence become essential to be considered by each institution within the technology era. This book tries to give additional views on how technologies influence business and marketing operations for insuring successful institutions survival. The world needs to develop management and intelligent business scenario plans that suite a variety of crisis appears these days. Also, business and marketing intelligence should meet government priorities in individual countries and minimise the risk of business disruptions. Business intelligence - the strategies and technology companies that use it to collect, interpret, and benefit from data - play a key role in informing company strategies, functions, and efficiency. However, being essential to the success, many companies are not taking advantage of tools that can improve their business intelligence efforts. Information technology become a core stone in business. For example, the combination of machine learning and business intelligence can have a far-reaching impact on the insights the company gets from its available data to improve productivity, quality, customer service and more. This book is important because it introduces a large number of chapters that discussed the implications of different Information technology applications in business. This book contains a set of volumes which are: 1- Social Marketing and Social Media Applications, 2- Social Marketing and Social Media Applications, 3- Business and Data Analytics, 4- Corporate governance and performance, 5- Innovation, Entrepreneurship and leadership, 6- Knowledge management, 7- Machine learning, IOT, BIG DATA, Block Chain and AI, 8- Marketing Mix, Services and Branding.
Recent Advances In Technology Acceptance Models And Theories
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Author : Mostafa Al-Emran
language : en
Publisher: Springer Nature
Release Date : 2021-04-16
Recent Advances In Technology Acceptance Models And Theories written by Mostafa Al-Emran and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-16 with Technology & Engineering categories.
This book tackles the latest research trends in technology acceptance models and theories. It presents high-quality empirical and review studies focusing on the main theoretical models and their applications across various technologies and contexts. It also provides insights into the theoretical and practical aspects of different technological innovations that assist decision-makers in formulating the required policies and procedures for adopting a specific technology.
Proceedings Of The 2nd International Conference On Emerging Technologies And Intelligent Systems
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Author : Mohammed A. Al-Sharafi
language : en
Publisher: Springer Nature
Release Date : 2023-03-12
Proceedings Of The 2nd International Conference On Emerging Technologies And Intelligent Systems written by Mohammed A. Al-Sharafi and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-12 with Technology & Engineering categories.
This book sheds light on the recent research directions in intelligent systems and their applications. It involves two main themes, including management information systems and advances in information security and networking. The discussion of the most recent designs, advancements, and modifications of intelligent systems, as well as their applications, is a key component of the chapters contributed to the aforementioned subjects.
Ecsm 2019 6th European Conference On Social Media
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Author : Wybe Popma
language : en
Publisher: Academic Conferences and publishing limited
Release Date : 2019-06-13
Ecsm 2019 6th European Conference On Social Media written by Wybe Popma and has been published by Academic Conferences and publishing limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-13 with Reference categories.