Co-creation of value in higher education
Using Social Network Marketing in the Recruitment of Students
Bibliographic Data
| ID | 4545216 |
|---|---|
| Authors | Asle Fagerstrøm (0000-0002-8854-1658), Gheorghita Ghinea (0000-0003-2578-5580, Brunel University of London) |
| Year | 2013 |
| Volume | 35 |
| Issue | 1 |
| Pages | 45-53 |
| Publication date | 2013-02-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Higher Education Policy and Management (JOURNAL) |
| Journal identifiers | ISSN: 1360-080X • E-ISSN: 1469-9508 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1360080x.2013.748524 |
| OpenAlex | W2095060413 |
| Language | EN |
| Citations received | 9 |
| References cited | 16 |
A social network recruitment campaign was prepared where applicants for information technology bachelor studies at a Norwegian university college were invited to join a Facebook group related to the subject of interest. Each Facebook group was assigned a contact person who received training to facilitate activities and in answering questions from the applicants. Analysis of the dialogues on the Facebook groups indicates value creation between the applicant and the university college, and between applicants. Furthermore, results from the campaign showed that the conversion rate for applicants who apply for a Facebook group was 88.8 per cent, which is significant higher than for those who did not apply for a Facebook group (43.3 per cent). We will argue that social network marketing in higher education gives a great opportunity to replace the passive view of customers with an active view in which applicants are invited to use their own initiatives rather than simply react to predetermined marketing activities
Bachelor · Business · Higher education · Library science · Medical education · Norwegian · Political science · Public relations · Social media · Social network (sociolinguistics · Sociology · Subject (documents · Value (mathematics · Computer Science · Digital Marketing and Social Media · Knowledge Management and Sharing · Medicine · Psychology · Service and Product Innovation · Marketing
Real-time virtual reality co-creation
The Co-Creative approach to digital simulation games in social science education
A SEM-NCA Approach towards Social Networks Marketing
Unpacking the value sought by Chinese international students in UK higher education
Enhancing the learning effectiveness of ill-structured problem solving with online co-creation
Recruitment and mobility of international students
Student-staff co-creation in higher education
Information sought by prospective students from social media electronic word-of-mouth during the university choice process
Conceptualizing Technical and Vocational Education and Training as a Service Through Service-Dominant Logic
| Unique citing works | 9 |
|---|---|
| Citations per year | 1,29 |
| Citation span | 2019 - 2024 (6) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 9 |