Use of Social Media in Marketing Educational Services
2012 (English)In: Innovative Service Perspectives: Proceedings from the AMA SERVSIG International Service Research Conference / [ed] Jacob Mickelsson and Anu Helkkula, 2012Conference paper (Other academic)
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
social media, education, educational services
Research subject Business Studies
IdentifiersURN: urn:nbn:se:uu:diva-177002OAI: oai:DiVA.org:uu-177002DiVA: diva2:538697
AMA SERVSIG 2012, June 7-9, 2012, Helsinki, Finland