Social Media as a Source of Information About Universities Among Candidates for Studies

Stachowiak-Krzyżan Magda ()
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Stachowiak-Krzyżan Magda: Poznań University of Economics

Marketing of Scientific and Research Organizations, 2019, vol. 34, issue 4, 65-88

Abstract: The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for studies. To realize the set goal, quantitative research was carried out among a group of high school students, using the auditorium survey technique. The youth questionnaire was collected via the questionnaire for information sources used in the decision-making process about the choice of the future educational path. The conducted research confirmed that social media are one of the most important sources of information about universities, just after personal sources such as family and friends.

Keywords: social media; e-marketing; student candidates; generation Z; marketing communication; scientific institutions (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:34:y:2019:i:4:p:65-88:n:4

DOI: 10.2478/minib-2019-0052

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