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ERIC Number: EJ1158646
Record Type: Journal
Publication Date: 2017
Pages: 15
Abstractor: As Provided
ISSN: ISSN-0737-7363
Evaluating the Impact of Social Media Marketing on Online Course Registration
Spackman, Jonathan S.; Larsen, Ross
Journal of Continuing Higher Education, v65 n3 p151-165 2017
This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase intention was developed. The survey data were analyzed using a confirmatory factor analysis and structural equation model validating the luxury fashion industry method for use in online education marketing. The results showed that when Facebook marketing was highly entertaining, very interactive, and widely shared by followers, the program's perceived value, institution's reputation, and closeness of the relationship between the institution and student were significantly improved as well as increasing enrollment purchase intention. The results also showed that when Facebook marketing was not entertaining, nor interactive, and was not widely shared, there were significant decreases in perceived value, reputation, relationship closeness, and purchase intention.
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Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Utah
Grant or Contract Numbers: N/A