Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement

Autor/inn/en	Clark, Melissa; Fine, Monica B.; Scheuer, Cara-Lynn
Titel	Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement
Quelle	In: Journal of Marketing for Higher Education, 27 (2017) 1, S.40-58 (19 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2016.1269036
Schlagwörter	Higher Education; Social Media; Mass Media Role; Stakeholders; Student School Relationship; Online Surveys; Regression (Statistics); Social Exchange Theory; Mass Media Use; Participant Satisfaction; Trust (Psychology); Sense of Community; Interpersonal Relationship; Institutional Advancement; College Students; Statistical Analysis + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Soziale Medien; Schüler-Lehrer-Beziehung; Regression; Regressionsanalyse; Theorie des sozialen Wandels; Mediennutzung; Interpersonal relation; Interpersonal relations; Interpersonelle Beziehung; Zwischenmenschliche Beziehung; nicht übertragen; Collegestudent; Statistische Analyse
Abstract	The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups, students. Data were collected via an online survey and analyzed using the Mann-Whitney U test, regression and the Kruskal-Wallis test. Results indicated a positive association between students following a university via social media and the perception of having a high-quality relationship with their university, and that following a university on multiple social media sites leads to an even higher perception of relationship quality. The results provide important and timely implications for both universities and higher education marketers. Our findings suggest that higher education marketers should invest resources in social media communications to form high-quality relationships with their stakeholders. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01