Abstract

This research aims to identify the factors influencing Higher Education Institutes (HEIs) to adopt Social Media (SM) for marketing communication. The research was conducted through a qualitative study by interviewing SM managers of selected Pakistani HEIs. Data was analyzed using NVivo 11 to identify emerging themes. The findings revealed several internal and external factors encouraging HEIs to adopt SM marketing. Internal factors reflected the internal dynamics or beliefs within the HEIs that encouraged them to use SM for their marketing communication, whereas external factors were environmental changes, not in direct control of HEIs, but believed to contribute towards their decision to use SM. The internal factors included the belief of applicants, increased interest of senior management towards SM, perception of cost-effective promotional tool, induction of young staff, perception of SM as a modern communication tool and move towards paperless communication. The external factors included SM preference as a mode of communication, declining value of traditional marketing communication tools, E-Life inclination, presence of competitors & unofficial SM accounts of HEIs and their self-driven nature. This study draws focus towards the underlying intentions of HEIs for their SM presence and compares these motivations with other organizations. This has enabled filling in the gaps in the literature regarding the roots of SM marketing in the context of HEIs. From a practical perspective, the findings of this study will enable HEIs to compare their SM motives with other industries. A major difference found was the absence of motivation on the part of HEIs to use SM. This is in contradiction to other industries that put relationship building with customers as one of the primary motives to use SM.

The purpose of this research was to explore how HEIs are using Social Media (SM) as a marketing communication tool and to understand their branding focus through SM. It was investigated by understanding the utilization of functional blocks of SM by HEIs, which are believed to contribute towards elements of brand equity. Utilization of functional blocks of SM was studied through theoretical lens of honeycomb framework of SM. This study used qualitative methodology, based on inductive research approach. The data was collected via Netnography method, based on six months usage of SM accounts of seven selected HEIs of Pakistan, out of 225, which exhibited active SM presence. HEIs were found using nine different content types on SM. The content types that showed highest utilization of functional blocks, i.e. endorsements and promotional-messages, were amongst the least preferred content types of HEIs. However, their most preferred content types, i.e. event coverage & announcements, showed lowest engagement level, and were seen contributing towards lower stages of brand building i.e. brand image and awareness only, thus reflecting a myopic focus of HEIs in terms of their brand building through SM. Findings of this study will enable HEIs to revisit their content preference on SM based on the desired branding objectives. This research has extended theoretical knowledge regarding SM Marketing in context of HEIs. Further, it has extended comprehension of various functional blocks of SM, in organizational context, based on literature review. Keywords: Social Media Marketing, Brand Equity, Honeycomb Framework, Higher Education Institutes.

The purpose of this paper was to explore the antecedents of consumer innovativeness (CI) which are fashion opinion leadership (FOL), product involvement (PI) and consumer need for uniqueness (CNU) and the effect of morning TV shows as intervening variable in the choice of fashion clothing. Results revealed that CI is strongly dependent on FOL and CNU. The impact of morning TV shows on the purchase intentions of innovative consumers was not found to be significant. However, this study expands the existing knowledge by highlighting the role of media and media-vehicles in the purchase of fashion clothing among female consumers in Pakistan. It also offers the impetus for the researchers and marketing managers to further explore the effects of media on the fashion innovativeness of women in the apparel category in Pakistan.

The main purpose of this research is to investigate the causal relationship between organizational culture types and job satisfaction of teaching faculty in universities. For organizational culture, Competing Values Framework is employed which includes four distinct cultures i.e. adhocracy, hierarchy, clan and market. Data were obtained from 169 full time faculty members from twelve universities of capital city, and analyzed through multiple linear regression in SPSS. The results show that overall employees are indifferent towards job satisfaction. Clan culture is found to be a strong predictor of job satisfaction whereas adhocracy, market and adhocracy cultures were detested. It is suggested that the universities in Pakistan should foster a collaborative and team culture where cohesion, camaraderie and internal harmony is important rather than following a typical structure of command, control, authority, innovation and competition. The management should cultivate teamwork, promote trust and openness; improve employee development through hands-on coaching, feedback, learning and development, and offer a compassionate environment in order to improve employee job satisfaction. This research also discusses demerits of clan culture and offers suggestions. Limitations of this study and future directions for research are also discussed. Keywords: Organizational culture, Competing Values Framework, Job Satisfaction, Higher Education.