Social media in the marketing of educational services
DOI:
https://doi.org/10.12775/JPM.2020.005Keywords
social media, service marketing, educational servicesAbstract
Purpose: The aim of the article is to present the results of the analysis of the University's educational services promotion strategy with the participation of social media in the process of acquiring and maintaining lasting relationships with stakeholders.
Methodology: The research concerned the quality of service to stakeholders of the Pope John Paul II State School of Higher Education in Biala Podlaska, (Poland, Lubelskie Voivodeship) and the level of their satisfaction with promotional activities undertaken by the analyzed entity, as well as the determinants of choosing the place of education in correlation with the possibilities of sustainable development. Empirical research was conducted in the third quarter of 2020 using an on-line questionnaire, based on the deliberate selection of respondents.
Findings: The analysis of the results focused on promotional activities that the examined entity should keep or develop on the pages of selected social networks. Acquiring new fans was indicated as the best-rated activities of the University, which directly translates into the visibility and range of the generated content. According to the respondents, the surveyed entity should publish content more often via social media in order to build lasting relationships with the immediate environment.
Implications: According to the respondents, the University should publish more content on the Internet. Respondents indicated that other students may be helpful in publishing posts. The survey showed that most of the respondents recommended the University to their friends thanks to the earlier reading of its offer on the Internet, on one of the social networks.
Originality: An original scientific article on the use of social media in the promotion of educational services, the first references to it appear in the literature on the subject at the beginning of the 21st century.
Keywords: internet, educational services, marketing services, social media
Paper type: Research paper
References
Literature
Adamczyk J., Gębarowski M., Kandefer M., Internet na usługach marketingu, Oficyna Wydawnicza Politechniki Rzeszowskiej, Rzeszów 2004.
Dąbrowska A., Janoś-Kresło M., Konsument na rynku e-usług w krajach Europy Środkowo Wschodniej, Difin, Warszawa 2010.
Frąckiewicz E., Marketing internetowy, wyd. PWE, Warszawa 2006.
Rudnicka P., eKompetencje – potencjał społeczeństwa informacyjnego. Kapitał ludzki w dobie integracj i globalizacji, UŚ, Katowice 2005.
Zasępa T., Internet - fenomen społeczeństwa informacyjnego, Edycja Świętego Pawła, Częstochowa 2001.
Websites
Google Play Store, https://play.google.com/store/apps (02.05.2021)
Kołodziej A., Oligarchom… https://manager.money.pl/ludzie/artykul/vkontakte-rosyjski-facebook-rekord-w-2016-r-,123,0,2268539.html (02.05.2021)
Tomaszewski R., Jakość… https://fintek.pl/jakosc-a-nie-ilosc-twitter-ma-malo-uzytkownikow-ale-duzo-zarabia/ (02.05.2021)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Journal of Positive Management
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Copyright
Articles submitted to the journal should not have been published before in their current or substantially similar form, or be under consideration for publication with another journal. Authors submitting articles for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty. For ease of dissemination and to ensure proper policing of use, papers and contributions become the legal copyright of the publisher unless otherwise agreed.
Plagiarism and ghostwriting
In response to the issue of plagiarism and ghostwriting the editors of the Journal of Positive Management has introduced the following rules to counteract these phenomena:
1. Contributors should be aware of their responsibility for a content of manuscripts.
2. Collective authors are obliged to reveal the contribution and an affiliation of each author (i.e. who is an author of specified part of a paper).
3. Any act of dishonesty will be denounced, the editors will inform appropriate institutions about the situation and give evidence of all cases of misconduct and unethical behaviour.
4. The editors may ask contributors for financial disclosure (i.e. contribution of specified institutions).
Stats
Number of views and downloads: 301
Number of citations: 0
