Academic Pinstitution: Higher Education's Use of Pinterest for Relationship Marketing

Autor:	Mette M. Kolind, Jerrica Ty Rowlett, Darren L. Linvill
Rok vydání:	2015
Předmět:	Marketing Higher education Digital marketing business.industry Content analysis Social media Plan (drawing) Public relations business Marketing research User expectations Relationship marketing
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:	https://explore.openaire.eu/search/publication?articleId=doi_________::e3d56a831eb8087d367a85f3bb30a600 https://doi.org/10.1080/15332667.2015.1093581 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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