Social media strategy for international student recruitment at higher education institutions with limited resources
Panayotova, Mihaela (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051612473
https://urn.fi/URN:NBN:fi:amk-2024051612473
Tiivistelmä
This case study delves into the use of social media (SM) by the Global Mobility team at the University of Sussex to recruit fee-paying international students. Due to the lack of resources, the team faces challenges in effectively using SM.
By combining quantitative analysis of SM metrics with qualitative interviews with higher education professionals, the research addresses three key questions. Firstly, it examines how higher education institutions navigate the development and implementation of SM strategies within resource constraints. Secondly, it evaluates the influence of theoretical frameworks like Uses and Gratifications, Hofstede’s cultural dimensions, and Integrated Marketing Communication on SM content creation. Lastly, it identifies the most relevant metrics for assessing the effectiveness of SM campaigns in recruiting fee-paying international students.
The findings emphasize the importance of strategic, culturally sensitive approaches, with platforms such as Instagram emerging as valuable tools for driving engagement. Ultimately, this study offers valuable insights for universities looking to enhance their international student recruitment efforts through SM, emphasizing the crucial role of data-driven decision-making and tailored content strategies.
By combining quantitative analysis of SM metrics with qualitative interviews with higher education professionals, the research addresses three key questions. Firstly, it examines how higher education institutions navigate the development and implementation of SM strategies within resource constraints. Secondly, it evaluates the influence of theoretical frameworks like Uses and Gratifications, Hofstede’s cultural dimensions, and Integrated Marketing Communication on SM content creation. Lastly, it identifies the most relevant metrics for assessing the effectiveness of SM campaigns in recruiting fee-paying international students.
The findings emphasize the importance of strategic, culturally sensitive approaches, with platforms such as Instagram emerging as valuable tools for driving engagement. Ultimately, this study offers valuable insights for universities looking to enhance their international student recruitment efforts through SM, emphasizing the crucial role of data-driven decision-making and tailored content strategies.