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Effective social media marketing strategy: Facebook as an opportunity for universities

Assimakopoulos, C, Antoniadis, I, Kayas, OG and Dvizac, D (2017) Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45 (5). pp. 532-549. ISSN 0959-0552

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Purpose:The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach: The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey.Findings An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group.Research limitations/implications Larger samples should be used for future research.Originality/value The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords: Marketing; 1503 Business and Management; 1504 Commercial Services; 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Law
Publisher: Emerald
SWORD Depositor: A Symplectic
Date Deposited: 10 Aug 2022 11:29
Last Modified: 10 Aug 2022 11:30
DOI or ID number: 10.1108/ijrdm-11-2016-0211
URI: https://researchonline.ljmu.ac.uk/id/eprint/17363
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