Academic Pinstitution: Higher Education's Use of Pinterest for Relationship Marketing
Autor: | Mette M. Kolind, Jerrica Ty Rowlett, Darren L. Linvill |
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Rok vydání: | 2015 |
Předmět: | |
Zdroj: | Journal of Relationship Marketing. 14:287-300 |
ISSN: | 1533-2675 1533-2667 |
Popis: | Colleges and universities have increasingly looked toward social media as a means of engaging with stakeholders. Using the relationship marketing framework as a lens, this study explores how institutions are employing the social media platform Pinterest. Content analysis of the types of college and university pins being used and their relationship to the number of user repins suggests that the tool is not being employed in a manner consistent with user expectations. Our findings suggest that some colleges and universities need to reevaluate their social media plan to acknowledge the different audiences, uses, and functionality of specific social media platforms. Limitations and future directions for research are discussed. |
Databáze: | OpenAIRE |
Externí odkaz: | |
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