Adoption Of Social Media Marketing In The Higher Education Industry In Malaysia An Empirical Study

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Adoption of Social Media Marketing in the Higher Education Industry in Malaysia. An Empirical Study

Author : Wee Leong
Publisher : GRIN Verlag
ISBN 13 : 366869673X
Total Pages : 24 pages
Book Rating : 4.6/5 (686 download)

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Book Synopsis Adoption of Social Media Marketing in the Higher Education Industry in Malaysia. An Empirical Study by : Wee Leong

Download or read book Adoption of Social Media Marketing in the Higher Education Industry in Malaysia. An Empirical Study written by Wee Leong and published by GRIN Verlag. This book was released on 2018-05-03 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2018 in the subject Business economics - Information Management, , language: English, abstract: With the introduction of personal computers, the Internet, and e-commerce have in fact created a tremendous impact on how businesses operate and market their products or services nowadays. The introduction of social media technology is accelerating and has become a trend for youngster and business partner today. The purpose of this study was to investigate how social media marketing was implemented and adopted in the higher education institutions in Malaysia. Specifically, this study focused on the positive influence of using social media marketing and the benefits the Social Media Marketing system had provided to institutions which had accepted and utilized this new innovation. This study also aimed to determine the concern factors of adopting the Social Media Marketing system into current company management systems. An integral part of this research was to develop and to empirically test a model of the adoption of Social Media Marketing in the context of higher education institutions in Malaysia which based on the concepts of Rogers [2003] the Innovations Diffusion Theory (IDT), and Ajzen and Fishbein [1975] the Theory of Reasoned Action (TRA). This research used a questionnaire to assess the higher education institutions in Malaysia on their cognition and perspective of the relative advantage, compatibility, complexity, trialability and observability of the Social Media Marketing; as well as to assess their attitudes and subjective norm toward their behavioral intentions of using the Social Media Marketing system. Research findings revealed the attributes of innovations mentioned above were significantly positively associated with the adoption of Social Media Marketing. According to the research results, managerial implications and opportunities for future research were discussed.

An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia

Download An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia PDF Online Free

Author : Francis Mukosa
Publisher : GRIN Verlag
ISBN 13 : 3346740692
Total Pages : 250 pages
Book Rating : 4.3/5 (467 download)

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Book Synopsis An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia by : Francis Mukosa

Download or read book An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia written by Francis Mukosa and published by GRIN Verlag. This book was released on 2022-10-12 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Pass, , course: Marketing, language: English, abstract: HEIs in Zambia have adopted the use of social media in advertising, online learning and also for administrative purposes. Social media has developed in the recent years to a level where it presents itself as the biggest virtual market with the potential to increase geographic markets and revenue for organizations. While cases of HEIs that have used social media marketing for purposes of marketing exist in other places, there is no significant research in the Zambian environment that shows empirical evidence that the use of social media marketing can impact marketing performance in HEIs. The purpose of this study is to investigate the effectiveness of social media marketing on marketing performance in HEIs and the findings are meant to build a model for social media marketing for HEIs in Zambia in (see figure 5.2 in Chapter 5). Data in this research was collected from twelve HEIs using both qualitative and quantitative research methods, since this research is a mixed research with both deductive and inductive arguments. The data collection techniques included a semi structured interview for qualitative data and a semi structured questionnaire for the quantitative data. Data analysis was carried out using different techniques in SPSS for the quantitative data and content analysis using Google analytics for the qualitative data. The implications of the findings in chapter four mean that HEIs in Zambia must begin to use social media not only for administrative or advertising purposes but they must use it effectively as a tool to increase their market share and increase their revenue. The findings and data analysis in this research indicated that social media is effective in marketing HEIs in Zambia, however these institutions must adopt the suggested model in Figure 5.2 in Chapter 5 if they are to enhance social media performance for marketing

Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions

Author : Charitha Harshani Perera
Publisher : Springer Nature
ISBN 13 : 9811950172
Total Pages : 284 pages
Book Rating : 4.8/5 (119 download)

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Book Synopsis Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions by : Charitha Harshani Perera

Download or read book Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions written by Charitha Harshani Perera and published by Springer Nature. This book was released on 2022-09-30 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

The Effect of Information Technology on Business and Marketing Intelligence Systems

Author : Muhammad Alshurideh
Publisher : Springer Nature
ISBN 13 : 3031123824
Total Pages : 2536 pages
Book Rating : 4.0/5 (311 download)

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Book Synopsis The Effect of Information Technology on Business and Marketing Intelligence Systems by : Muhammad Alshurideh

Download or read book The Effect of Information Technology on Business and Marketing Intelligence Systems written by Muhammad Alshurideh and published by Springer Nature. This book was released on 2023-03-12 with total page 2536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business shapes have been changed these days. Change is the main dominant fact that change the way of business operations running. Topics such as innovation, entrepreneurship, leadership, blockchain, mobile business, social media, e-learning, machine learning, and artificial intelligence become essential to be considered by each institution within the technology era. This book tries to give additional views on how technologies influence business and marketing operations for insuring successful institutions survival. The world needs to develop management and intelligent business scenario plans that suite a variety of crisis appears these days. Also, business and marketing intelligence should meet government priorities in individual countries and minimise the risk of business disruptions. Business intelligence - the strategies and technology companies that use it to collect, interpret, and benefit from data - play a key role in informing company strategies, functions, and efficiency. However, being essential to the success, many companies are not taking advantage of tools that can improve their business intelligence efforts. Information technology become a core stone in business. For example, the combination of machine learning and business intelligence can have a far-reaching impact on the insights the company gets from its available data to improve productivity, quality, customer service and more. This book is important because it introduces a large number of chapters that discussed the implications of different Information technology applications in business. This book contains a set of volumes which are: 1- Social Marketing and Social Media Applications, 2- Social Marketing and Social Media Applications, 3- Business and Data Analytics, 4- Corporate governance and performance, 5- Innovation, Entrepreneurship and leadership, 6- Knowledge management, 7- Machine learning, IOT, BIG DATA, Block Chain and AI, 8- Marketing Mix, Services and Branding.

Technology Innovation for Business Intelligence and Analytics (TIBIA)

Author : Haitham M. Alzoubi
Publisher : Springer Nature
ISBN 13 : 3031552210
Total Pages : 503 pages
Book Rating : 4.0/5 (315 download)

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Book Synopsis Technology Innovation for Business Intelligence and Analytics (TIBIA) by : Haitham M. Alzoubi

Download or read book Technology Innovation for Business Intelligence and Analytics (TIBIA) written by Haitham M. Alzoubi and published by Springer Nature. This book was released on with total page 503 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Impact of Online Advertising on Students' Choice of Higher Education Institutions

Author : Djihane Ammari
Publisher :
ISBN 13 :
Total Pages : 214 pages
Book Rating : 4.:/5 (957 download)

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Book Synopsis The Impact of Online Advertising on Students' Choice of Higher Education Institutions by : Djihane Ammari

Download or read book The Impact of Online Advertising on Students' Choice of Higher Education Institutions written by Djihane Ammari and published by . This book was released on 2015 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: Satisfying students' needs and meeting their expectations are the core elements of any educational marketing philosophy. This requires a deep understanding of students' mind-sets and internal and external decision making influencers. The concept of online advertising can be effectively utilised to enhance these elements. This study investigates the impact of online advertising on the choice of higher education institutions in a Malaysian context. The study investigates the impact of the three online advertising mediums; social media, display ads and websites on students' online decision-making processes and on their choice of university. The data was collected using a self-administrated questionnaire from 350 students of three Malaysian universities. Two stages structural equation modelling (SEM) was used to test the hypotheses and the fit of the proposed research model. Results from the data analysis indicated a significant relationship between all the variables except for display ads, which was not significant. The three significant paths indicated the relationships between social media and students' online decision-making process, websites and students 'online decision-making process and students' online decision-making process and students' choice of university. The results of testing the structural model also indicated that students' online decision-making process mediates the relationship between online advertising and students' choice of university‏.

Proceedings of the 2nd International Conference on Emerging Technologies and Intelligent Systems

Author : Mohammed A. Al-Sharafi
Publisher : Springer Nature
ISBN 13 : 3031252748
Total Pages : 666 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis Proceedings of the 2nd International Conference on Emerging Technologies and Intelligent Systems by : Mohammed A. Al-Sharafi

Download or read book Proceedings of the 2nd International Conference on Emerging Technologies and Intelligent Systems written by Mohammed A. Al-Sharafi and published by Springer Nature. This book was released on 2023-03-12 with total page 666 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book sheds light on the recent research directions in intelligent systems and their applications. It involves two main themes, including management information systems and advances in information security and networking. The discussion of the most recent designs, advancements, and modifications of intelligent systems, as well as their applications, is a key component of the chapters contributed to the aforementioned subjects.

Recent Advances in Technology Acceptance Models and Theories

Author : Mostafa Al-Emran
Publisher : Springer Nature
ISBN 13 : 3030649873
Total Pages : 520 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis Recent Advances in Technology Acceptance Models and Theories by : Mostafa Al-Emran

Download or read book Recent Advances in Technology Acceptance Models and Theories written by Mostafa Al-Emran and published by Springer Nature. This book was released on 2021-04-16 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book tackles the latest research trends in technology acceptance models and theories. It presents high-quality empirical and review studies focusing on the main theoretical models and their applications across various technologies and contexts. It also provides insights into the theoretical and practical aspects of different technological innovations that assist decision-makers in formulating the required policies and procedures for adopting a specific technology.

Social Media and Online Consumer Decision Making in the Fashion Industry

Author : Tarnanidis, Theodore
Publisher : IGI Global
ISBN 13 : 1668487551
Total Pages : 413 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Social Media and Online Consumer Decision Making in the Fashion Industry by : Tarnanidis, Theodore

Download or read book Social Media and Online Consumer Decision Making in the Fashion Industry written by Tarnanidis, Theodore and published by IGI Global. This book was released on 2023-08-01 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

ECSM 2019 6th European Conference on Social Media

Author : Wybe Popma
Publisher : Academic Conferences and publishing limited
ISBN 13 : 1912764237
Total Pages : 436 pages
Book Rating : 4.9/5 (127 download)

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Book Synopsis ECSM 2019 6th European Conference on Social Media by : Wybe Popma

Download or read book ECSM 2019 6th European Conference on Social Media written by Wybe Popma and published by Academic Conferences and publishing limited. This book was released on 2019-06-13 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Handbook of Research on Educational Communications and Technology

Author : David H. Jonassen
Publisher : Taylor & Francis
ISBN 13 : 0805841458
Total Pages : 1195 pages
Book Rating : 4.8/5 (58 download)

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Book Synopsis Handbook of Research on Educational Communications and Technology by : David H. Jonassen

Download or read book Handbook of Research on Educational Communications and Technology written by David H. Jonassen and published by Taylor & Francis. This book was released on 2004 with total page 1195 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edition of this handbook updates and expands its review of the research, theory, issues and methodology that constitute the field of educational communications and technology. Organized into seven sectors, it profiles and integrates the following elements of this rapidly changing field.

Artificial Neural Networks and Structural Equation Modeling

Author : Alhamzah Alnoor
Publisher : Springer Nature
ISBN 13 : 9811965099
Total Pages : 336 pages
Book Rating : 4.8/5 (119 download)

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Book Synopsis Artificial Neural Networks and Structural Equation Modeling by : Alhamzah Alnoor

Download or read book Artificial Neural Networks and Structural Equation Modeling written by Alhamzah Alnoor and published by Springer Nature. This book was released on 2022-11-19 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book goes into a detailed investigation of adapting artificial neural network (ANN) and structural equation modeling (SEM) techniques in marketing and consumer research. The aim of using a dual-stage SEM and ANN approach is to obtain linear and non-compensated relationships because the ANN method captures non-compensated relationships based on the black box technology of artificial intelligence. Hence, the ANN approach validates the results of the SEM method. In addition, such the novel emerging approach increases the validity of the prediction by determining the importance of the variables. Consequently, the number of studies using SEM-ANN has increased, but the different types of study cases that show customization of different processes in ANNs method combination with SEM are still unknown, and this aspect will be affecting to the generation results. Thus, there is a need for further investigation in marketing and consumer research. This book bridges the significant gap in this research area. The adoption of SEM and ANN techniques in social commerce and consumer research is massive all over the world. Such an expansion has generated more need to learn how to capture linear and non-compensatory relationships in such area. This book would be a valuable reading companion mainly for business and management students in higher academic organizations, professionals, policy-makers, and planners in the field of marketing. This book would also be appreciated by researchers who are keenly interested in social commerce and consumer research.

Handbook of Research on Small and Medium Enterprises in Developing Countries

Author : Ahmad, Noor Hazlina
Publisher : IGI Global
ISBN 13 : 1522521666
Total Pages : 502 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Handbook of Research on Small and Medium Enterprises in Developing Countries by : Ahmad, Noor Hazlina

Download or read book Handbook of Research on Small and Medium Enterprises in Developing Countries written by Ahmad, Noor Hazlina and published by IGI Global. This book was released on 2017-02-10 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smaller companies are abundant in the business realm and outnumber large companies by a wide margin. Understanding the inner workings of small businesses offers benefits to the consumers and the economy. The Handbook of Research on Small and Medium Enterprises in Developing Countries is an essential handbook for the latest research on the intentions, performance, and application models of independent firms. Featuring exhaustive coverage on a broad range of topics such as green IT, entrepreneurial ventures, and social capital, this publication is ideally designed for researchers, academicians, and practitioners seeking current research on the different opportunities and challenges in relation to this specific sector of business around the globe.

Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522552022
Total Pages : 1769 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-02-02 with total page 1769 pages. Available in PDF, EPUB and Kindle. Book excerpt: As society continues to experience increases in technological innovations, various industries must rapidly adapt and learn to incorporate these advances. While there are benefits to implementing these technologies, the sociological aspects still need to be considered. Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on the various effects of technology adoption, implementation, and acceptance. Highlighting a range of topics, such as educational technology, globalization, and social structure, this multi-volume book is ideally designed for academicians, professionals, and researchers who are interested in the latest insights into technology adoption.

Contemporary Issues in Entrepreneurship and Innovative Technology

Author : Naeem Hayat
Publisher : Springer Nature
ISBN 13 : 3031509277
Total Pages : 225 pages
Book Rating : 4.0/5 (315 download)

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Book Synopsis Contemporary Issues in Entrepreneurship and Innovative Technology by : Naeem Hayat

Download or read book Contemporary Issues in Entrepreneurship and Innovative Technology written by Naeem Hayat and published by Springer Nature. This book was released on with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advances in Digital Marketing in the Era of Artificial Intelligence

Author : Moez Ltifi
Publisher : CRC Press
ISBN 13 : 1040031668
Total Pages : 329 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Advances in Digital Marketing in the Era of Artificial Intelligence by : Moez Ltifi

Download or read book Advances in Digital Marketing in the Era of Artificial Intelligence written by Moez Ltifi and published by CRC Press. This book was released on 2024-07-12 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.

Impact of Mobile Services on Business Development and E-Commerce

Author : Liébana, Francisco
Publisher : IGI Global
ISBN 13 : 1799800520
Total Pages : 280 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Impact of Mobile Services on Business Development and E-Commerce by : Liébana, Francisco

Download or read book Impact of Mobile Services on Business Development and E-Commerce written by Liébana, Francisco and published by IGI Global. This book was released on 2019-09-27 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mobile devices have become an essential item in the daily lives of many people. As with any innovation, mobile services present both opportunities and challenges to current business models. The development of mobile communication coupled with evolving mobile services have completely changed the business landscape and have transformed consumer behavior. It is important to understand the impact that these services have on users’ lives, business, and society. Impact of Mobile Services on Business Development and E-Commerce is a collection of innovative research that focuses on the importance of mobile services in business development and discusses the provision of decentralized services, mobile commerce and marketing, and new models for the delivery of mobile services such as business-to-consumer and peer-to-peer. While highlighting topics including global market, consumer behavior, and customer satisfaction, this book is ideally designed for business managers, executives, marketers, entrepreneurs, financial advisors, consumer behavior analysts, computer engineers, software developers, IT specialists, students, researchers, and business professionals.