CHI TIẾT NGHIÊN CỨU …
Tiêu đề
Social media and the university decision. Do prospective students really care?
Tác giả
Shields A.B.; Peruta A.
Năm xuất bản
2019
Source title
Journal of Marketing for Higher Education
Số trích dẫn
33
DOI
10.1080/08841241.2018.1557778
Liên kết
Tóm tắt
In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data from current university students across the U.S. (n = 364) and one-on-one interviews (n = 12) with students at a small liberal arts college, the authors address conflicting information where students report both using and not using social media to narrow their search and make their matriculation decision. The findings suggest that while students may not report visiting social media sites or may report that social media does not impact their matriculation decision when asked in a survey, in interview settings the vast majority of students reported using social media platforms to learn more about higher education schools under consideration. By exploring which platforms students use and the selection of platforms for specific use cases, the authors provide suggestions and guidelines for social media managers looking to maximize the effectiveness of their social media recruiting strategies and campaigns. © 2018 Informa UK Limited, trading as Taylor & Francis Group.
Từ khóa
Decision-making; Higher education; Matriculation; Segmentation; Social media
Tài liệu tham khảo
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Nơi xuất bản
Routledge
Hình thức xuất bản
Article
Open Access
Nguồn
Scopus