SOCIAL MEDIA MARKETING IN HIGHER EDUCATION INSTITUTIONS

Omar Salem
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Omar Salem: Doctoral school of Management and Business, University of Debrecen, Hungary

SEA - Practical Application of Science, 2020, issue 23, 191-196

Abstract: The purpose of the study is to analyze social media marketing in higher education institutions and determine the tools and strategies that are used by universities to promote their brands and how social media marketing affects strengthening the competitive advantage of higher education institutions. The researcher followed a systematic review process that aims to summarize, identify, and evaluate all related researches about social media marketing in higher education institutions. As the study indicates, Social media platforms are the most important channels to promote advertising campaigns and communicate with current and prospective students.

Keywords: Marketing; Social media; Higher education institutions; Universities (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2020:i:23:p:191-196

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