The impact of social media on international student recruitment: the case of Lebanon

Abstract

PurposeThe purpose of this study is to understand and accentuate the value of social media in international student recruitment in Lebanese higher education institutions (HEIs). This study analyses the significance of social media and the changes occurring in the means of communicating with the potential international students, with an aim to understand how the HEIs could adapt with the changes to implement a model of engagement to include social media as a fundamental constituent of the Lebanese HEIs’ international student recruitment strategy.Design/methodology/approachThe researchers carried out a study through quantitative descriptive approach by using a probabilistic simple random sample and a self-administered questionnaire on 230 international students from several universities and colleges in Lebanon as a data collection method.FindingsThe findings demonstrated a certain level of engagement in social media networks from the part of the students during their search for college or university and course information. Research showed that international students still prefer the traditional sources, apart from social media, during their search. Among traditional media sources, friend, family and university website were the highest in ranking. Among social media sources, Facebook, Instagram, Google+ and YouTube showed the highest ranks. Most students have, indeed, contacted a friend or a university staff for university course information by using social media sites.Practical implicationsFor managerial practice, this is an incentive for institutions of higher education to re-evaluate and assess the effective impact of social media on the recruitment of international students and to regulate their social media marketing strategies. For research in international education, the insights of this study are useful to explore further research avenues in the area of capacity building for business innovation, marketing and quality assurance in higher education in the cross-cultural context.Originality/valueThis study offers insights on the implications of social media for international student recruitment strategies in a particular Lebanese context of HEIs.

What is the role of social media in several overtones of CSR communication? The case of the wine industry in the Southern Italian regions

“…As emphasized by Cho et al (2017) the adoption of SM as a CSR communication tool is recommended, as it creates a communication environment where interactive and dialogic aspects inherently reside. Through the communication of CSR initiatives on SM platforms, firms are able to interact with a large number of stakeholders (including customers, investors, activists, employees and members of the local community) through the exchange of online visible messages initiated, created, circulated and consumed by users, can better understand consumers’ expectations, respond to criticism, and reduce scepticism contributing to creating corporate and social values (Perks et al , 2018; Dunn and Harness, 2018; Vrontis et al , 2018; Korschun and Du, 2013). This occurs because users of online communities try to affiliate themselves with virtual groups that express their values (Bagozzi and Dholakia, 2006), and when firms take responsibility for environmental, ethical, cultural or community-related issues, the users identify themselves with these issues and become themselves spokespersons for business activities, strengthening the corporate reputational capital (Isaksson et al , 2014).…”

Russian Students' Use of Social Network Sites for Selecting University Abroad

“…Other studies, however, have revealed that, although international students use some SNSs for their college search activities, they prefer traditional sources of information, such as family, friends, and HEI websites, with SNSs playing a complementary role (Vrontis et al, 2018;West, 2016;Wilkins & Huisman, 2014). Similarly, a National Association of College Admission Counseling report (Clinedinst & Koranteng, 2017) did not find SNSs to be among the top recruitment strategies for domestic or international students.…”

Assessing Google reviews to monitor student experience

“…Wong et al (2018) found four constructs of online university information that students perceive as important in their search behaviour: university reputation, eligibility and affordability, teaching and learning, and university tangibility. A study in Lebanon found 67 per cent of students were influenced by Facebook reviews to determine university course selection (Vrontis et al , 2018).…”