This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on…

The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education…

Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

Purpose: The concern in this article is that there is low interest in adult education and training (AET) programmes of the unemployed adults in developing countries. The purpose of the article is to determine the effects of social marketing efforts in motivating adult learners to acquire marketable skills for poverty reduction.…

Purpose: This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach: Students who had recently taken undergraduate program admission indicated how useful communication…

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…

As the technological world continues to grow and expand, the use of social media marketing continues to increase. Graduate programs looking to increase the number of applications received can turn to Facebook to market their programs. This study looks at the use of self-presentation, from a graduate program level of Facebook use, to create content…

The transition from middle school to high school can be a particularly challenging time for music program retention. However, when music teachers view this process through the lens of marketing, it may be possible to develop a more holistic and comprehensive approach toward student enrollment. Marketing strategies related to perception, targeting,…

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…

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.…

This paper proposes that gratitude has a place in enabling us to understand students' experiences of higher education, and this has an implication for higher education (HE) marketing. This research examines the evidence for and focus of gratitude within the context of an undergraduate course with high levels of student satisfaction. It finds that…

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…

Background: Exposure to alcohol-related advertising is consistently linked to adolescent drinking initiation and alcohol-related consequences. Since the advent of social networking sites, the alcohol industry has adapted its advertising efforts and allocated large portions of advertising budgets and efforts on digital and online media. Purpose:…

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'…

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…