Social media and the university decision. Do prospective students really care?
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Marketing for Higher Education"
DOI: 10.1080/08841241.2018.1557778
Abstract: ABSTRACT 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… read more here.
Keywords: social media; decision; students use; matriculation decision ... See more keywords
Information sought by prospective students from social media electronic word-of-mouth during the university choice process
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Higher Education Policy and Management"
DOI: 10.1080/1360080x.2018.1538595
Abstract: ABSTRACT Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This… read more here.
Keywords: social media; electronic word; information; word mouth ... See more keywords
The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Business Innovation and Research"
DOI: 10.1504/ijbir.2020.104813
Abstract: Nowadays, fierce competition among universities in acquiring prospective students is driving universities to make changes in their marketing activities. Inspired by the concept of parasocial interaction, the authors researched whether parasocial interaction could be used… read more here.
Keywords: intention enrol; prospective students; parasocial interaction; interaction ... See more keywords