EFFECTS OF SOCIAL MEDIA PLATFORM PREFERENCE: A COUNTRY COMPARISON OF ONLINE UNIVERSITY REPUTATIONS

Autor:	Rina S. Coronel, Thomas W. Philippe, Jerry W. Koehler, Joanne Kuzma
Rok vydání:	2016
Předmět:	Higher education Online participation business.industry Online presence management media_common.quotation_subject Control (management) Competitor analysis Public relations computer.software_genre Social engagement Social media Business Marketing computer Reputation media_common
Zdroj:	Journal of International Management Studies. 16:35-44
ISSN:	2378-9557 1930-6105
DOI:	10.18374/jims-16-1.5
Popis:	Managing an online reputation is critical to higher education. Universities cannot afford to lose enrolment numbers by neglecting to monitor, control, promote and enhance their online presence. It is critical that universities measure their social media reputation scores and presence on the web, as well as those of their competitors. Universities need to continuously review their social engagement strategy and online reputation to ensure they maximize all opportunities to maintain, and improve student enrolment and retention. Universities have embraced social media to enhance their brand reputation. This study examines the use of social media and its effects from a global perspective. It analysed 90 universities in three geographical areas to assess the impact and level of online social media, especially as it relates to “university brand reputation.” Results of the study indicated there was a wide variation among the three geographical regions, and within countries in the three geographical regions. Use of social media communication tools such as Twitter and Google+ by active users also varied widely depending upon country and region.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::68535c06a6c233730dcf27b784bf6650 https://doi.org/10.18374/jims-16-1.5 Zobrazit plný text záznamu Plný text ve formátu PDF