Radicalising the marketing of higher education: learning from student-generated social media data
Authors: Bolat, E. and O’Sullivan, H.
Journal: Journal of Marketing Management
Volume: 33
Issue: 9-10
Pages: 742-763
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2017.1328458
Abstract:The social media landscape creates opportunities for higher education institutions (HEIs) to amplify psychological engagement with students and to increase influence impressions by following student(s)-to-student(s) conversations and stories. Evidence of understanding how HEIs can utilise student-generated social media data for higher education marketing and branding purposes is underexplored. This paper adopts a netnographic research method to illustrate how social media artefacts, such as the ‘This Is Where I Study’ (TIWIS) Facebook page, created by students in the form of dialogues and content can be analysed by HEIs to listen, engage further and influence students’ impressions. TIWIS illustrates that students’ engagement with social media platforms such as Facebook is dynamic in nature. It comprises behavioural expressions (manifestations and actions such as likes and shares as well as opinion comments) and individuals’ experiences (subjective in nature stories and comments of personal experiences and views). Hence, netnographic analysis allows capturing actual behaviours via longitudinal ‘big data’ sets and supports HEIs in proactive branding. Analysis of social media data demonstrates the value of encouraging and making accessible authentic conversations in order to create student-centred content.
https://eprints.bournemouth.ac.uk/29125/
Source: Scopus
Radicalising the marketing of higher education: learning from student-generated social media data
Authors: Bolat, E. and O'Sullivan, H.
Journal: JOURNAL OF MARKETING MANAGEMENT
Volume: 33
Issue: 9-10
Pages: 742-763
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2017.1328458
https://eprints.bournemouth.ac.uk/29125/
Source: Web of Science (Lite)
Preferred by: Elvira Bolat
Radicalising the Marketing of Higher Education: Learning from students - generated social media data
Authors: O'Sullivan, H., Bolat, E. and Sreedharan, C.
https://eprints.bournemouth.ac.uk/29125/
Source: Manual
Radicalising the marketing of higher education: learning from student-generated social media data
Authors: Bolat, E. and O'Sullivan, H.
Editors: McLeay, F.
Journal: Journal of Marketing Management
Volume: 33
Issue: 9-10
Pages: 742-763
Publisher: Taylor & Francis (Routledge): SSH Titles
ISSN: 1472-1376
DOI: 10.1080/0267257X.2017.1328458
Abstract:The social media landscape creates opportunities for higher education institutions (HEIs) to amplify psychological engagement with students and to increase influence impressions by following student(s)-to-student(s) conversations and stories. Evidence of understanding how HEIs can utilise student-generated social media data for HE marketing and branding purposes is underexplored. This paper adopts a netnographic research method to illustrate how social media artefacts, such as the ‘This Is Where I Study’ (TIWIS) Facebook page, created by students in the form of dialogues and content, can be analysed by HEIs to listen, engage further and influence students’ impressions. TIWIS illustrates that students’ engagement with social media platforms such as Facebook is dynamic in nature. It comprises behavioural expressions (manifestations and actions such as likes and shares as well opinion comments) and individuals’ experiences (subjective in nature stories and comments of personal experiences and views). Hence, netnographic analysis allows capturing actual behaviours via longitudinal ‘big data’ sets and support HEIs in proactive branding. Analysis of social media data demonstrates the value of encouraging and making accessible authentic conversations in order to create student-centred content.
https://eprints.bournemouth.ac.uk/29125/
http://www.tandfonline.com/toc/rjmm20/current
Source: Manual
Radicalising the marketing of higher education: learning from student-generated social media data
Authors: Bolat, E. and O'Sullivan, H.
Journal: Journal of Marketing Management
Volume: 33
Issue: 9-10
Pages: 742-763
ISSN: 1472-1376
Abstract:The social media landscape creates opportunities for higher education institutions (HEIs) to amplify psychological engagement with students and to increase influence impressions by following student(s)-to-student(s) conversations and stories. Evidence of understanding how HEIs can utilise student-generated social media data for HE marketing and branding purposes is underexplored. This paper adopts a netnographic research method to illustrate how social media artefacts, such as the ‘This Is Where I Study’ (TIWIS) Facebook page, created by students in the form of dialogues and content, can be analysed by HEIs to listen, engage further and influence students’ impressions. TIWIS illustrates that students’ engagement with social media platforms such as Facebook is dynamic in nature. It comprises behavioural expressions (manifestations and actions such as likes and shares as well opinion comments) and individuals’ experiences (subjective in nature stories and comments of personal experiences and views). Hence, netnographic analysis allows capturing actual behaviours via longitudinal ‘big data’ sets and support HEIs in proactive branding. Analysis of social media data demonstrates the value of encouraging and making accessible authentic conversations in order to create student-centred content.
https://eprints.bournemouth.ac.uk/29125/
http://www.tandfonline.com/toc/rjmm20/current
Source: BURO EPrints