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Showing 1 to 15 of 56 results Save | Export
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Mostafa, Rania B. – Journal of Marketing Education, 2015
This article explores for the first time the moderating effect of students' readiness for cocreation on the student social media engagement and perceived value relationship. Ping's and Cadogan et al.'s procedures for assessing the structural model with interaction terms were followed. Results based on a sample of 353 university students…
Descriptors: Social Media, Teaching Methods, Educational Technology, College Students
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Davis, Gregory A.; Stollar, Mariah K. – Journal of Extension, 2019
Extension professionals at all levels can use popular social media platforms to increase awareness of Extension. This article explores how our team of Extension professionals has used a blog in combination with Facebook on a weekly basis to better market Extension and our work. Every Extension professional can easily become part of a deliberate…
Descriptors: Social Media, Extension Education, Electronic Publishing, Web Sites
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Neutuch, Eric – Journal of College Admission, 2020
College outreach efforts are sometimes received as nuisances, or worse, as maddening spam and junk email. New digital technologies and data-driven targeting innovations are reducing the amount of paper materials distributed, yet they are not reducing the oversaturation experienced by many prospective students. Colleges use Search and Encoura to…
Descriptors: Student Recruitment, Information Dissemination, Social Media, Electronic Mail
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Faulds, David J. – American Journal of Business Education, 2015
This paper presents the results of a three-year research and teaching effort that focused on measuring the perceived effectiveness of Skype as a delivery platform for presentations made to students enrolled in a Professional MBA program by nationally acclaimed authors working in the area of social media. The research also investigated the authors'…
Descriptors: Marketing, Videoconferencing, Course Objectives, Instructional Effectiveness
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Honea, Heather; Castro, Iana A.; Peter, Paula – Journal of Marketing Education, 2017
Although past research has spent considerable effort identifying competencies and academic activities that are associated with workplace readiness, the literature is largely silent regarding what might best serve as evidence to employers that a graduate possesses specific marketing competencies. In the current research, we develop a comprehensive…
Descriptors: Marketing, Teaching Methods, Education Work Relationship, Competence
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Ruby, Alan; Perna, Laura; Boruch, Robert; Wang, Nicole – Online Learning, 2015
Since "the year of the MOOC" in 2012, the effectiveness of massive open online courses (MOOCs) has been widely debated. Some argue that MOOCs are not an effective mode of instructional delivery because of low completion rates. In the interest of developing alternative indicators of performance this study draws from recent efforts to…
Descriptors: Online Courses, Instructional Effectiveness, Social Media, Learner Engagement
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Miller, Fred L.; Mangold, W. Glynn; Roach, Joy; Holmes, Terry – Marketing Education Review, 2013
New information technologies are transforming marketing practice, leading to calls for marketing academics to focus their research and teaching more tightly on areas relevant to practitioners. Developments in e-commerce, business geographic information systems (GIS), and social media offer powerful marketing tools to nontechnical users. This paper…
Descriptors: Marketing, Business Administration Education, Information Technology, Technology Integration
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Campbell, Tim; Shaw, Bret; Rao, Amulya; Klink, Jenna – Journal of Extension, 2019
As online communication becomes more important to Extension professionals, understanding how promotional strategies affect the number of people accessing online content also becomes more important. We tracked website visits resulting from four different promotional efforts to understand relative effectiveness of these efforts. Each effort was…
Descriptors: Marketing, Web Sites, Extension Education, Outreach Programs
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Sandlin, Jean Kelso; Peña, Edlyn Vallejo – Innovative Higher Education, 2014
An increasing number of institutions utilize social media tools, including student-written blogs, on their admission websites in an effort to enhance authenticity in their recruitment marketing materials. This study offers a framework for understanding what contributes to prospective college students' perceptions of social media authenticity…
Descriptors: Internet, Social Networks, Student Recruitment, College Admission
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Field, Joseph A.; Elbert, Dennis J.; Moser, Steven B. – American Journal of Business Education, 2012
The usage of social media networks, such as websites like Facebook, Twitter, and YouTube, had become the number one activity on the internet by 2010. The sweeping increase in usage led organizations to explore the marketing possibilities the networks offered. The turning point occurred when organizations began to ask whether it was feasible to use…
Descriptors: Campuses, Social Networks, Mass Media Use, Web Sites
Cenczyk, Robert Edward – ProQuest LLC, 2016
The decline in the number of liberal arts colleges since the mid-1950s has been precipitated by a number of factors, most prevalently the increase in larger comprehensive and research universities as well as the demand for job-ready degree programs. Since liberal arts colleges are largely tuition-driven, the lack of student interest has forced…
Descriptors: Case Studies, Marketing, Liberal Arts, Educational Change
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Greenwood, Grant – Journal of College Admission, 2012
Over the past few years, social networking has exploded into a massive medium that has captured the attention of a large portion of the American population. The ever-growing social networking site(s) (SNS) movement has filled a networking gap and thus, has presented higher education institutions with unique opportunities (Reid 2009) to further…
Descriptors: Marketing, Social Networks, Internet, Web Sites
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Hoffman, Eric W.; Pinkleton, Bruce E.; Weintraub Austin, Erica; Reyes-Velázquez, Wanda – Journal of American College Health, 2014
Objective: Alcohol marketers have increasingly moved their advertising efforts into digital and social media venues. As a result, the purpose of this study is to investigate associations between students' use of social media, their exposure to alcohol marketing messages through social media, and their alcohol-related beliefs and behaviors.…
Descriptors: College Students, Social Networks, Drinking, Alcohol Abuse
Church, Earnie Mitchell, Jr. – ProQuest LLC, 2013
In the last couple of years, a new aspect of online social networking has emerged, in which the strength of social network connections is based not on social ties but mutually shared interests. This dissertation studies these "curation-based" online social networks (CBN) and their suitability for the diffusion of electronic word-of-mouth…
Descriptors: Social Networks, Network Analysis, Marketing, Information Dissemination
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Parrot, Teresa Valerio; Tipton, Stacia – College and University, 2010
Admissions officers around the country are hearing consistent calls to enhance their social media presence. Whether the pressure is from administrators, influential alumni, or peers across institutions, social media are touted as the next big thing in admissions marketing. But are social media strategies truly "strategic," or are they merely…
Descriptors: College Choice, Social Networks, Use Studies, Technology Uses in Education
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