Uneingeschränkter Zugang

Social Media as a Marketing Tool for European and North American Universities and Colleges


Zitieren

Academic RANKING OF World Universities. Retrieved from: www.shanghairanking.com.Search in Google Scholar

Ali-Choudhury, R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of an university brand. International Review on Public and Nonprofit Marketing, 6(1), 11–33.10.1007/s12208-008-0021-6Search in Google Scholar

Altimeter Group (2018).Search in Google Scholar

Asderaki, F., & Maragos, D. (2012). The internationalization of higher education: The added value of the European portals and social media pages for the national and the institutional internationalization strategies. International Conference proceedings, Information Communication Technologies in Education, 13, 498–510.Search in Google Scholar

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.10.1002/mar.20761Search in Google Scholar

Backstrom, L., Huttenlocher, D., Lan, X., & Kleinberg, J. (2006).Group formation in large social networks: Membership, growth, and evolution. Prepared by the Department of Computer Science, Cornell University.10.1145/1150402.1150412Search in Google Scholar

Balmer, J., & Liao, M. (2007). Student corporate brand identification: An exploratory case study. Corporate Communications: An International Journal, 12, 356–375.10.1108/13563280710832515Search in Google Scholar

Barnes, N., & Lescault, A. (2011).Social media adoption soars as higher-ed experiments and re-evaluates its use of new communications tools. Dartmouth. Retrieved from Social Media Reports: https://www.sncr.org/sites/default/files/higherEd.pdf.Search in Google Scholar

Belanger, C., Bali, S., & Longden, B. (2014). How Canadian universities use social media to brand themselves. Tertiary Education and Management, 20(1), 14–29. DOI: 10.1080/13583883.2013.852237.10.1080/13583883.2013.852237Open DOISearch in Google Scholar

Bélanger, C. H., Syed, S., & Mount, J. (2007). The make-up of institutional branding: Who, what, how? Tertiary Education and Management, 13, 169-185.10.1080/13583880701502133Search in Google Scholar

Bulotaite, N. (2003). University heritage—an institutional tool for branding and marketing. Higher Education in Europe, 28(4), 449–454.10.1080/0379772032000170417Search in Google Scholar

Casaló, L. V., Flavián C., & Guinalíu, M. (2008). Promoting Consumer’s Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy. Journal of Marketing Communications, 14, 19–36.10.1080/13527260701535236Search in Google Scholar

Chapleo, C. (2010). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18, 411–422. DOI: 10.1057/bm.2010.53.10.1057/bm.2010.53Open DOISearch in Google Scholar

Choudaha, R., & Kono, Y. (2012).Beyond more of the same: The top four emerging markets for international student recruitment. Retrieved from http://www.wes.org/-ras/beyond-moreofthesame.asp.Search in Google Scholar

Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21(1), 7–24. DOI:10.1080/08841241.2011.573593 [Taylor & Francis Online].10.1080/08841241.2011.573593[&]Open DOISearch in Google Scholar

Curran, K., Graham S., & Temple, C. (2011). Advertising on Facebook. International Journal of E-Business Development, 1, 26–33.Search in Google Scholar

Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: The case of ERAU. Journal of Product & Brand Management, 18(6), 404–413.10.1108/10610420910989721Search in Google Scholar

Davis, C. H. F., Deil-Amen, R., Rios-Aguilar, C., & Gonzalez-Canche, M. S. (2012).Social media and higher education: A literature review and research directions. The Centre for the Study of Higher Education at The University of Arizona and Claremont Graduate University.Search in Google Scholar

De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.10.1016/j.intmar.2012.01.003Search in Google Scholar

Duesterhaus, A. P. & Duesterhaus, M. (2014). Attributes of successful university brands in the U.S.A. Journal of Brand Strategy, 3(2), 169–183.Search in Google Scholar

Durkin, M., & McKenna, S. (2011). Informing the marketing of higher education to younger people. Irish Marketing Review, 21, 41–48.Search in Google Scholar

Galan, M., Lawley, M., & Clements, M. (2015). Social media’s use in postgraduate students’ decision-making journey: An exploratory study. Journal of Marketing for Higher Education, 25(2), 287–312.10.1080/08841241.2015.1083512Search in Google Scholar

Geho, P. R., & Dangelo, J. (2012). The evolution of social media as a marketing tool for entrepreneurs. Entrepreneurial Executive, 17, 61–68.Search in Google Scholar

Grainger, J. (2010). Social media and the Fortune 500: How the Fortune 500 uses, perceives and measures social media as a marketing tool. Retrieved from http://www.laurentian.ca/content/library.Search in Google Scholar

Hakala, H., Niemi, L., & Kohtamaki, M. (2017). Online brand community practices and the construction of brand legitimacy. Marketing Theory, 17(4), 537–558. DOI: 10.1177/1470593117705695.10.1177/1470593117705695Open DOISearch in Google Scholar

Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of Business Research, 60, 942–948. DOI: 10.1016/j.jbusres.2007-.01.019.10.1016/j.jbusres.2007-.01.019Open DOISearch in Google Scholar

Jevons, C. (2006). Universities: A prime example of branding gone wrong. Journal of Product & Brand Management, 15(7), 466–467.10.1108/10610420610712856Search in Google Scholar

Kaplan, A. M., & Haenlein, M. (2010). Users of the world unite. The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. DOI: 10.1016/j.bushor.2009.09.00324.10.1016/j.bushor.2009.09.00324Open DOISearch in Google Scholar

Kizilbash, Z. (2011). Branding Canadian higher education. Prepared by Canadian Bureau for International Education. Retrieved from: http://net.cbie.ca/english/-documents/CBIE-research-Kizilbash-ENFINAL.pdf.Search in Google Scholar

Mangold. W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365. DOI: 10.1016/j.bushor.2009.03.002.10.1016/j.bushor.2009.03.002Open DOISearch in Google Scholar

Mlaiki, A., & Walsh, K. (2017). Why do we continue using social networking sites? The giving loop that feeds computer-mediated social ties. Systèmes d’Information et Management, 2(22), 5–47.10.3917/sim.172.0005Search in Google Scholar

Muñiz, A. M., & Schau, H. J. (2007). Vigilante Marketing and Consumer Created Communications. Journal of Advertising, 36, 35–50. DOI: 10.2753/JOA0091-3367360303.10.2753/JOA0091-3367360303Open DOISearch in Google Scholar

Muñiz Jr, A., & O’Guinn, T. (2001). Brand Community. Journal of Consumer Research, 27, 412-32. DOI: 10.1086/319618.10.1086/319618Open DOISearch in Google Scholar

Oviedo-García, A., Muñoz-Expósito, M., Castellanos-Verdugo, M., & Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327–344.10.1108/JRIM-05-2014-0028Search in Google Scholar

Palmer, S. (2013). Characterisation of the use of Twitter by Australian universities. Journal of Higher Education Policy and Management, 35(4), 333–344.10.1080/1360080X.2013.812029Search in Google Scholar

Pollack, J. (2009).Companies missing online big picture; Internet local firms need to realize that marketing through social media is not about sending one-way messages, expert says. Hootsuite.Search in Google Scholar

Raciti, M. (2010). Marketing Australian higher education at the turn of the 21st century: A précis of reforms, commercialization and the new university hierarchy. e-Journal of Business Education & Scholarship of Teaching, 4, 32–41.Search in Google Scholar

Ridings, C., Gefen, D., & Arinze, B. (2006). Psychological barriers: Lurkers and Poster motivation and behaviour in online communities. Communications of the association for Information Systems, 18, 329–354.10.17705/1CAIS.01816Search in Google Scholar

Roberts, K. (2004).The future beyond brands – Lovemarks. New York, NY: Power House Books.Search in Google Scholar

Rogers, G., & Croke, B. (2012). The 2012 social admissions report: How college bound high school students use social media in their college search. Retrieved from http://www.slideshare.net/inigral/2012-social-admissions-report.Search in Google Scholar

Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(6), 3096-3104. DOI: 10.1016/j.jbusres.2016.01.025.10.1016/j.jbusres.2016.01.025Open DOISearch in Google Scholar

Schembri, S., & Latimer, L. (2016). Online brand communities: Constructing and co-constructing brand culture. Journal of Marketing Management, 32(7–8), 628-651. DOI:10.1080/0267257X.2015.10.1080/0267257X.2015Open DOISearch in Google Scholar

Shankar, V., Jeffery I., Murali M., Eileen K., & Ross R. (2011). Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing, 29-42, DOI: 10.1016/j.jretai.2011.04.007.10.1016/j.jretai.2011.04.007Open DOISearch in Google Scholar

Sison, M. D., & Brennan, L. (2012). Students as global citizens: Strategies for mobilizing studies abroad. Journal of Marketing for Higher Education, 22, 167–181.10.1080/08841241.2012.736884Search in Google Scholar

Smith, B. G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media. Public Relations Review, 36, pp. 329-335. DOI: 10.1016/j/pubrev.2010.08.005.10.1016/j/pubrev.2010.08.005Open DOISearch in Google Scholar

Socialmediatoday (2018), www.socialmediatoday.com/content/social-net-work-vs-online-community-what-difference.Search in Google Scholar

Steinfield, C., DiMicco, J., Ellison N., & Lampe C. (2009).C&T 2009, PA, USA: Pennsylvania State University.Search in Google Scholar

Stelzner M., (2009). How marketers are using social Media to grow their business. Social Media Marketing Industry Report, retrieved from www.Whitepapersource.com.Search in Google Scholar

Tuten, L. T. (2008).Advertising 2.0: Social media marketing in a web 2.0 world. Westport, CT: Praeger.Search in Google Scholar

Waeraas, A., & Solbakk, M. (2009). Defining the essence of a university: Lessons from higher education branding. Higher Education, 57, 449–462.10.1007/s10734-008-9155-zSearch in Google Scholar

Whisman, R. (2008). Internal branding: A university’s most valuable intangible asset. Journal of Product & Brand Management, 18, 367–370. DOI:10.1108/10610420910981846.10.1108/10610420910981846Open DOISearch in Google Scholar

Whisman, R. (2011). An academic enterprise approach to higher education branding. Retrieved from: http://www.brandedus.net/ThoughtLeadersConference.pdf.Search in Google Scholar

Wigmo, J., & Wikström, E. (2010).Social media marketing: What role can social media play as a marketing tool?. Retrieved from: http://www.diva-portal.org/smash/-record.jsf?pid=-diva2:322767.Search in Google Scholar

Williams Jr., R. L., & Omar, M. (2013). Applying brand management to higher education through the use of the brand flux model™: The case of Arcadia University. AMA Winter Educators’ Conference Proceedings, 24, 248.258.10.1080/08841241.2014.973471Search in Google Scholar

Twitter, www.twitter.com.Search in Google Scholar

Xia, W., Chunling, Y., & Yujie, W. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing (Mergent, Inc.), 26, 198–208. DOI: 10.1016/j.intmar.2011.11.004.10.1016/j.intmar.2011.11.004Open DOISearch in Google Scholar

Zabin J. (2009).The ROI of Social Media Marketing: Why it pays to drive word of mouth. Aberdeen Group. Retrieved from: www.aberdeen.com.Search in Google Scholar

eISSN:
2080-0150
Sprache:
Englisch
Zeitrahmen der Veröffentlichung:
4 Hefte pro Jahr
Fachgebiete der Zeitschrift:
Wirtschaftswissenschaften, Betriebswirtschaft, Management, Organisation und Unternehmensführung, Grundsätze der Unternehmensführung, andere