An Investigation Of The Effectiveness Of Social Media Marketing On The Marketing Performance Of Selected Higher Education Institutions In Zambia

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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

Higher Education Marketing In Africa

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Author : Emmanuel Mogaji
language : en
Publisher: Springer Nature
Release Date : 2020-05-20

Higher Education Marketing In Africa written by Emmanuel Mogaji and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-20 with Business & Economics categories.

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

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.

Strategic Marketing Of Higher Education In Africa

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Author : Emmanuel Mogaji
language : en
Publisher: Routledge
Release Date : 2020-01-20

Strategic Marketing Of Higher Education In Africa written by Emmanuel Mogaji and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-20 with Business & Economics categories.

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

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.

Tweets Likes And Click Throughs

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Author : Christina Crovetto
language : en
Publisher:
Release Date : 2023

Tweets Likes And Click Throughs written by Christina Crovetto and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with Education, Higher categories.

The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education institutions could determine the effectiveness of an ad placement by inserting a code directly on the ad and counting the number of individuals responding to the ad, currently social media metrics are more nebulous. The purpose of this collective case study research design was to measure the effectiveness of higher education marketing initiatives distributed through social media vehicles including Facebook, Twitter, Instagram, Pinterest, and WhatsApp in promoting the mission and image of higher education institutions. This study was guided by four research questions: 1. How are higher education institutions using social media metrics to measure the effectiveness of their marketing campaigns? 2. What social media marketing techniques are most successful in promoting higher education institutions? 3. To what extent do social media marketing initiatives advance a higher education institution's mission and image? 4. To what extent are social media marketing initiatives used in higher education to provide information and promote public discussions? The aim of this research study was to examine the extent to which social media technologies are being utilized and measured by higher education marketing professionals to promote their institutions' mission and image. Semi-structured interviews and artifacts were employed to gauge higher education marketers' responses to how they currently leverage social media technologies during the COVID-19 pandemic. The researcher completed this case study utilizing two qualitative data collection methods. The findings for the interview questions indicated that the advent of the COVID-19 pandemic has had a profound impact on social media practices at HEIs, although adequate staffing for dedicated positions to social media efforts is lacking. Additionally, HEI marketing professionals are generally using platform-based metrics, including social listening, to measure the impact of their social media marketing efforts, which corroborates previously published research. The findings for the artifacts review revealed that HEIs dedicated digital space and time to pandemic-related news coverage in their social media efforts. Due to the evolving nature of social media in tandem with the COVID-19 pandemic, this research could be replicated at a later point in time or post-pandemic to evaluate its long-term effects on social media practices at HEIs across the country.

Higher Education Institutions Embracing Digital Social Media Marketing

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Author : Nerisa N. Paladan
language : en
Publisher:
Release Date : 2019

Higher Education Institutions Embracing Digital Social Media Marketing written by Nerisa N. Paladan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.

At the age of the digital world, higher education institutions (HEIs) are challenged to be creative in reaching out and keeping in touch with their stakeholders and target markets that are mostly the young generation. Businesses and institutions like HEIs should be innovative in attracting customers/students using digital and social media marketing. They have to embrace fully digital and social media marketing in realizing their target market and staying connected with them. This research focused on identifying the common digital and social media marketing utilized by the top 25 universities in Asia and Africa, it also assessed the level of adoption of digital technology. Findings revealed that the majority of the top 25 universities in Asia and Africa use Facebook, Twitter, LinkedIn and YouTube for their digital and social media marketing and they differ in terms of the purposes of its usage and the level of adoption of digital technology. It shows that the collective responses by using digital and social marketing for HEIs are to market their programs and to give information about events and research of the HEIs. However, the majority of the top 25 universities in Asia had already reached fully digital and they use it for visionary production and design for the adoption of digital technology. Furthermore, most of the HEIs are using website design and interface as an essential factor on how to present themselves to their potential students.

Marketing And Branding In Higher Education Institute

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Author : Seyed Mohammad Mohajer
language : en
Publisher: Seyed Mohammad Mohajer
Release Date : 2020-12-01

Marketing And Branding In Higher Education Institute written by Seyed Mohammad Mohajer and has been published by Seyed Mohammad Mohajer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-01 with Business & Economics categories.

Dr. Seyed Mohammad Mohajer, author of this book, for the first time, on the subject of SEM (Student Experience Management) and TEM :(Teacher Experience Management), Expresses and writes In today’s competitive world in which men are looking for acquiring a better place for themselves and their properties, indeed it can be said that people who compete on a full scale in marketing and branding by learning knowledge and experience, are more successful. Apart from people, countries, cities, businesses, historical and religious sites, companies, products, services, and even government agencies are endeavoring and competing to possess a better place and more profitability. In the meantime, universities, higher education institutions, and specialized schools such as Business Schools, Language Schools, Art Schools, etc are not exceptions. Contest in the digital and traditional area, simultaneously, and with a proper strategy and developing systematic advertising campaigns can make a university or higher education institutions a brand. Since the branding process, as its name implies, has a -ing (continuous), the process must be continual and running continuously. One of the most significant tools in higher education institutions branding is CEM (Client Experience Management) which includes SEM (Student Experience Management) and TEM (Teacher Experience Management). Valuing the main audiences, which are students and professors, and creating a distinctive and excellent experience in the educational environment either in a digital or in a traditional area, can lead to receive excellent feedback from these audiences and direct them to the brand layers that are Awareness, Knowledge, Attitude, Engagement, Satisfaction, Loyalty and the highest level that is Passion, which the same matter make the sense of constancy and belonging and conversion Trademark (Servicemark) a higher education institution to a Lovemark. But how this distinctive experience and feeling can be infused with the audiences? Undoubtedly, many solutions are recommended in this field, such as the use of sensory branding methods, but the important point here is who can create and improve this experience? Certainly, the University Staff has a key and very effective role in the mentioned process. However, the significant point is which employees can make this experience? The answer is very simple but key: Employees who first receive a good sense of working in a scientific and educational environment. Therefore, we are facing a phenomenon called SEM (Staff Experience Management), that is, university administrators and heads, before engaging in Client Experience Management, should seek to create a sense of satisfaction, belonging, and loyalty in the educational environment and grow their educational brand set, which its tools are certainly Employer Branding and Human Capital Management. By mentioning all the foregoing keywords, each of which is a deep concept in BRAND Building and Branding of higher education institutions discussion, we begin our main discussion, namely marketing and branding in higher education institutions. I hope you will be with us by the end of the book and experience a different studying the book, dear reader. Dr. Mohajer writes in his introduction: Be the best version of yourself I daresay all brand and branding concepts and definitions can be observed in the above sentence. whereof the brand, like a human, experiences all the before birth, birth, growth, maturity, wane and death processes, and since a real human being is always looking for growth and ascendancy, and this continuous process to reach the endpoint Life, thus the grown man is always looking to reach a higher point of his present and past. The most important tool in a human ascendancy or a brand is certainly an education. Either for a human or a brand, becoming a distinct brand goes through practical training. The above sentences are a summary of my little experience as Seyed Mohammad Mohajer in education and especially training in the brand management field. Certainly, the brand and education and the combination of these two words are the main and vital tools for the development of any country and human being. Now that I am the President of Tarjoman Oloom Higher Education Institute and the BrandAfarin international group, I consider it necessary as my social mission to start first from myself and with a better understanding of myself, then the great God and comprehending the universe; I announce to the cultured society that we seek to identify brilliant talents in the three areas of education, research and management consulting, and we warmly welcome intellectuals, professionals and individuals seeking individual and organizational growth. Also, by creating skill training courses in four specialized fields of management in the Business School, foreign languages ​​in the Language School of Art and Media in the Art School, and new technologies in the i4.0 School for people who can not afford to pay for the training tuition, We have created the chance to study at Tarjoman Oloom Higher Education Institute for free and then go to the business market. It would be my honor to contact me for more information and direct communication through my website www.mohajer.tvLinks to an external site. and my email info(at)mohajer.tv. Book Details: ISBN-13 : 979-8574963845 Paperback : 272 pages Language: : English ASIN : B08PJPQSK9 Paperback : 272 pages Author: Seyed Mohammad Mohajer, PhD. (President of Tarjoman Oloom Higher Education Institute) For more information on Marketing and Branding in Higher Education Institute, visit: https://www.amazon.com/dp/B08PJPQSK9Links to an external site.

The Use Of Social Media And The Academic Performance Of Students

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Author : Amos Mathias
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-12

The Use Of Social Media And The Academic Performance Of Students written by Amos Mathias and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-12 with Computers categories.

Master's Thesis from the year 2019 in the subject Communications - Multimedia, Internet, New Technologies, grade: 72.0, Coventry University (School of Engineering, Environment and Computing), course: MSc. Management of Information Technology, language: English, abstract: The thesis aims at exploring the use of social media to improve students’ academic performance in Nigeria. The study is guided by the interpretivist theoretical perspective which follows a qualitative approach. The findings reveal that Taraba State University students have access to social media, but there is no official social media platform to build learning communities for the improvement of students’ academic performances in the university. In recent times, institutions of higher learning around the world are exploring various technologies that encourage active learning. One of such technologies is the use of social media in building learning communities. Learning communities have assisted students’ learning process by means of collaboration, sharing of ideas and information in their respective subject areas. This is in accordance with the benefits of mobile technologies and ubiquitous computing, internet of a thing and emerging technologies such as web 2.0 and social networking that has captivated the attention of students globally. It is this development that has triggered this research on use of social media to improve students’ academic performance in Nigeria. The study is guided by the interpretivist theoretical perspective which follows a qualitative approach. The case study method and triangulation sampling are employed for indept data collection. Interviews, online survey and observation are used as sources of primary data collection. Constant comparative analysis method is used to analyse the data. Social media has become an integral part of people’s life as this technology enables people to network with friends and associates, share photographs, generate contents, interact in games and real time conversations. The ever-increasing proliferation of mobile technologies has increased the use of social media, more especially in universities where the technology is transforming the way students communicate, collaborate, interact and learn.

Dissertation Abstracts International

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Author :
language : en
Publisher:
Release Date : 1988

Dissertation Abstracts International written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Dissertations, Academic categories.