School choice considerations and the role of social media as perceived by computing students: Evidence from one University in Manila

Lansigan, Rolando R.; Moraga, Shirley D.; Batalla, Ma. Ymelda C.; Bringula, Rex P.

doi:10.1007/s10639-015-9379-3

Cited by 5 publications

(4 citation statements)

References 17 publications

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“…They found that the penetration of social media was high among future students, but the impact of social media in the choice of university study and institution was lower as compared to traditional forms of university marketing channels. Similar findings were obtained in the study of Lansigan et al . (2016) that social media served as a popular and effective source of information for freshmen about the schools of a university in Manila; but its influence to persuade the students to enroll in a school was negligible.…”

Section: Literature Reviewsupporting

confidence: 92%

Changes in the usefulness of communication channels for prospective undergraduates about university studying: afore and during the pandemic

2023

IJEM

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PurposeThis study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years.Design/methodology/approachStudents who had recently taken undergraduate program admission indicated how useful communication channels were in providing the information about university studying. Seven communication channels were examined: open/information day, admission talk, campus visit, education fair, admission website, social media and summer activities. The students were asked to complete an online survey at the beginning of an academic year. In the survey, they were asked to indicate the usefulness of each of the communication channels using a five-point Likert scale with the descriptors: 1 = not useful, 2 = slightly useful, 3 = somewhat useful, 4 = useful, 5 = very useful. If students did not have any usage experience with a communication channel, they were asked to choose “no experience.” There were 1798, 1735 and 1961 students at a university in Hong Kong participating in the study in academic years 2019/20, 2020/21 and 2021/22, respectively.FindingsThe pandemic has transformed the landscape of the university's ways of marketing channels to communicate with prospective students. The top useful channel of information for students during the pandemic was admission website, followed by social media and then open/information day. Before the pandemic, open/information day was the most useful channel of information for students and then admission website; the least useful one was social media channel. Significant differences were revealed in the usefulness rating on open/information day and social media channel among the three academic years.Originality/valueThe findings facilitate educational managers to determine the appropriate marketing and recruitment strategies for connecting with prospective students under dynamic context in the era of new normal. They helped identify where to focus the marketing efforts to achieve the most impact in particular under budget constraints.

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Section: Literature Reviewsupporting

confidence: 92%

Changes in the usefulness of communication channels for prospective undergraduates about university studying: afore and during the pandemic

2023

IJEM

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“…Impression management is an important tool for self-promotion [ 44 ]. Social media is a popular marketing strategy for admissions to educational institutions [ 45 ]. Facebook has played a major role in the advertising and promotion of outreach events as well [ 46 ].…”

Section: Literature Reviewmentioning

confidence: 99%

A study on social media and higher education during the COVID-19 pandemic

Sengupta

Vaish

2023

Univ Access Inf Soc

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Nowadays social media usage has increased drastically among the stakeholders of higher educational institutions. The COVID-19 pandemic has suddenly increased the surge of social media users due to the forced implementation of online pedagogy and travel restrictions. The research study presented in this paper attempted to analyze social media usage in higher education. The data were collected from primary and secondary sources with the help of leading research databases, survey questionnaires, the Delphi method, and brainstorming sessions. Statistical tools and analytic techniques incorporated in the study included bibliometric analysis, word cloud, co-occurrence network, thematic map, thematic evolution, co-word analysis, country-wise analysis along with collaboration network, statistical survey, mind mapping, and analytic hierarchy process. The study justified the aspects of social media usage in the higher educational environment. It was found that the research fraternity around the globe focused more on understanding the aspects of social media and higher education during the trying times of the Coronavirus crisis. The maximum impact of social media usage on higher education was found to be from teaching–learning and discussions, and public relations and networking. It was also found that social networking platforms like WhatsApp, YouTube, Facebook (Meta), LinkedIn, Instagram, and Twitter were very common among the stakeholders of higher education. This study is of huge importance because it can help in paving the way to strategize remedial measures for increasing positivity and minimizing the negativity of social media usage in institutions of higher education across the world. Supplementary Information The online version contains supplementary material available at 10.1007/s10209-023-00988-x.

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“…However, despite the widespread use of social media by students and its increased use by instructors and universities, only limited empirical evidence is available concerning the impact of social media use on students and higher education environments ( Junco, 2012;Lansigan et al, 2016;Lu et al, 2016). Higher education institutions such as universities often have numerous social media accounts which serve different purposes and user groups today (He and Zha, 2014).…”

mentioning

confidence: 99%

“…Some studies have revealed that social media have significant effects on students' behavioral choices such as school choices (e.g. Lansigan et al, 2016) or have demonstrated the value of school guidance in fostering students' sophisticated use of technologies and social networking tools (e.g. Lu et al, 2016); however, how social media may foster campus involvement has not been investigated.…”

mentioning

confidence: 99%

Does college students’ social media use affect school e-mail avoidance and campus involvement?

Joa

Gabay

et al. 2018

INTR

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Purpose The purpose of this paper is to examine how college students’ social media use affects their school e-mail avoidance and campus involvement. Design/methodology/approach The study employed face-to-face interviews and self-administered survey/quantitative data. Findings Communication and business students are more involved on campus and likely to use social media as the primary communication medium than other majors. Social media and text messages are not the culprits of school e-mail avoidance. University departments, student organizations, and faculty advisors’ e-mails are most likely to be avoided. Social media users can be categorized as either “instant communicators” or “online content curators.” Facebook is the only social media brand conducive to campus involvement. Research limitations/implications This study only used one university’s students as sample. In examining school e-mail avoidance, it only focused on the source of e-mail. The study is limited by its sole reliance on quantitative behavioral data. Practical implications University administrators and academic advisors need to reconsider the e-mail communication to students, target at the instant communicator social media users, and use Facebook to create a strong sense of community and campus involvement for their students. Marketers can utilize the two social media user groups in selecting social media in targeting to students. Originality/value The study offered empirical evidence to explain how social media affect students’ school e-mail avoidance and the role of campus media and specific social media outlet on campus involvement. It advances the knowledge of media choice of students and the social media user groups.

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School choice considerations and the role of social media as perceived by computing students: Evidence from one University in Manila

Cited by 5 publications

References 17 publications

Changes in the usefulness of communication channels for prospective undergraduates about university studying: afore and during the pandemic

Changes in the usefulness of communication channels for prospective undergraduates about university studying: afore and during the pandemic

A study on social media and higher education during the COVID-19 pandemic

Does college students’ social media use affect school e-mail avoidance and campus involvement?

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