Rise of Social Media Marketing: A Perspective on Higher Education


Lau, Siong Hoe and Xiong, Liangyun and Alsadoon, Abeer and Maag, Angelika and Prasad, P.W.C. and Elchouemi, Amr (2018) Rise of Social Media Marketing: A Perspective on Higher Education. In: 2018 13th International Conference on Computer Science & Education (ICCSE). IEEE, pp. 704-709. ISBN 978-1-5386-5495-8

[img] Text
xiong2018.pdf - Published Version
Restricted to Repository staff only

Download (5MB)


This research aims to examine the impact of social media on higher education marketing, in terms of student recruitment. Based on a review of secondary literature, this paper proposes a framework for student recruitment. The expected results indicated that there are several approaches that marketers could use to reach and recruit prospective students more effectively. These approaches include positive electronic word-of-mouth (e-WOM), social media campaigns, virtual campus tours and Facebook Live, which have significant and positive impact on student recruitment. Moreover, the study suggests that social media validation plays a mediating role between social media campaigns and student recruitment. This study aids institutions in gaining insights into students' behaviours, needs, and attitudes towards social media marketing. Furthermore, it provides admissions staff guidance on how to use social media communities as an effective recruitment tool - particularly Facebook.

Item Type: Book Section
Uncontrolled Keywords: Social media marketing, Higher education
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Faculty of Information Science and Technology (FIST)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 07 Mar 2021 01:28
Last Modified: 07 Mar 2021 01:29
URII: http://shdl.mmu.edu.my/id/eprint/7363


Downloads per month over past year

View ItemEdit (login required)