Using social networks as a promotional tool for higher education institutions

Melanthiou, Yioula and Fantis, Sophia (2010) Using social networks as a promotional tool for higher education institutions. International Journal of Technology Marketing, 5 (4). p. 303. doi:10.1504/IJTMKT.2010.039733

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Looking beyond the basic use of a traditional website, this paper aims to address the proposition of how higher education institutions could use social networks as an effective promotional tool. Research which examined the relationship that students have with social networks was carried out, and some suggestions have been provided as to how higher education institutions can use social networks to communicate with prospective as well as existing students. Empirical data was collected through a quantitative (online questionnaire) study, with 100 prospective and existing higher education students. The results show that students are heavy users of social networks, with a preference towards the use of Facebook. Prospective students also look for information about universities on social networks. Moreover, prospective students appear to use social networks for different reasons than existing students.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: e-commerce; electronic commerce; social networks; higher education; universities; Facebook; educational promotions; social networking; promotional tools; websites; communication; prospective students; existing students; information sources; technology marketing; online consumers; virtual consumers; mobile consumers; social consumers; internet; world wide web.
Subjects: H Social Sciences > HF Commerce
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 13 May 2015 09:14
Last Modified: 07 Aug 2023 14:48

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