<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for studies. To realize the set goal, quantitative research was carried out among a group of high school students, using the auditorium survey technique. The youth questionnaire was collected via the questionnaire for information sources used in the decision-making process about the choice of the future educational path. The conducted research confirmed that social media are one of the most important sources of information about universities, just after personal sources such as family and friends.</p></abstract>

The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for studies. To realize the set goal, quantitative research was carried out among a group of high school students, using the auditorium survey technique. The youth questionnaire was collected via the questionnaire for information sources used in the decision-making process about the choice of the future educational path. The conducted research confirmed that social media are one of the most important sources of information about universities, just after personal sources such as family and friends.

Social Media as a Source of Information About Universities Among Candidates for Studies

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for...

Social Media as a Source of Information About Universities Among Candidates for Studies

Published Online: Dec 21, 2019

Page range: 65 - 88

DOI: https://doi.org/10.2478/minib-2019-0052

Keywords
social media, e-marketing, student candidates, generation Z, marketing communication, scientific institutions

© 2019 Magda Stachowiak-Krzyżan, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Social Media as a Source of Information About Universities Among Candidates for Studies

Published Online: Dec 21, 2019

Page range: 65 - 88

DOI: https://doi.org/10.2478/minib-2019-0052

Keywordssocial media, e-marketing, student candidates, generation Z, marketing communication, scientific institutions

© 2019 Magda Stachowiak-Krzyżan, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
social media, e-marketing, student candidates, generation Z, marketing communication, scientific institutions