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Use of Social Media in Marketing Educational Services
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)In: Innovative Service Perspectives: Proceedings from the AMA SERVSIG International Service Research Conference / [ed] Jacob Mickelsson and Anu Helkkula, 2012Conference paper, Published paper (Other academic)
Abstract [en]

The purpose of this paper is to explore how social media is used as a communication channel to market educational services in primary, secondary and tertiary education at both public and private educational institutions in Sweden. The empirical material consists of six in-depth case studies of three public and three first, second and third level educational institutions in Sweden. The distinction of private and public institutions was made to enable comparison given the differences in resources and their needs in attracting students. The case studies illuminate the situational and regulatory conditions of each of the institutions, the knowledge of an appropriation of technology (social media) in the marketing of their educational programs as well as the effects on the overall marketing strategy of the institutions. The overall findings indicate that the knowledge and use of social media is still limited and at an embryonic and experimental stage. Contrary to the expectations no significant difference in knowledge and usage of social media was identified between private and public institutions. Rather differences were more related to the level of education.

Place, publisher, year, edition, pages
2012.
Keyword [en]
social media, education, educational services
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:uu:diva-177002OAI: oai:DiVA.org:uu-177002DiVA: diva2:538697
Conference
AMA SERVSIG 2012, June 7-9, 2012, Helsinki, Finland
Available from: 2012-07-01 Created: 2012-07-01 Last updated: 2013-02-21Bibliographically approved

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Caesarius, Leon MichaelHohenthal, Jukka

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