Effective social media marketing strategy: Facebook as an opportunity for universities

Assimakopoulos, C, Antoniadis, I, Kayas, OG and Nikolic, D (2017) Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45 (5). ISSN 0959-0552

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Abstract

Purpose This study investigates the usage of university Facebook groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. Factors that can intensify the Facebook group activities of a University are examined as well as how Facebook can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach The study investigates and compares two Universities: the University of Novisad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. Findings An enhanced TAM oriented towards Facebook is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the Facebook group they enrolled on were determined. Common behavioral patterns of the usage tension of the Facebook group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the Facebook group.