Title: Using social networks as a promotional tool for higher education institutions

Authors: Yioula Melanthiou, Sophia Fantis

Addresses: Marketing Department, School of Business, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus. ' Marketing Department, School of Business, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus

Abstract: 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.

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.

DOI: 10.1504/IJTMKT.2010.039733

International Journal of Technology Marketing, 2010 Vol.5 No.4, pp.303 - 314

Published online: 18 Apr 2011 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article