Higher education marketing: A study on the impact of social media on study selection and university choice

Efthymios Constantinides*, Marc C. Zinck Stagno

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

2 Citations (Scopus)

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 university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

Original languageEnglish
Title of host publicationMarketing Strategies for Higher Education Institutions
Subtitle of host publicationTechnological Considerations and Practices
PublisherIGI Global
Pages128-146
Number of pages19
ISBN (Electronic)9781466640153
ISBN (Print)9781466640146
DOIs
Publication statusPublished - 31 May 2013

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