publication . Article . Part of book or chapter of book . 2013

Higher Education Marketing: A Study on the Impact of Social Media on Study Selection and University Choice.

Constantinides, Efthymios; Zinck Stagno, Marc C.;
Open Access English
  • Published: 31 May 2013
  • Country: Netherlands
Abstract
The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and...
Subjects
free text keywords: METIS-287473, IR-81127, Economics, Econometrics and Finance(all), Business, Management and Accounting(all), Social Sciences(all)
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Universiteit Twente Repository
Part of book or chapter of book . 2013
Provider: NARCIS

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