IDEAS home Printed from https://ideas.repec.org/a/eee/soceps/v88y2023ics003801212300157x.html
   My bibliography  Save this article

Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili

Author

Listed:
  • Li, Lei
  • Zhang, Jiayang
  • An, Xun

Abstract

As the higher education market becomes increasingly competitive, Chinese universities are competing to develop brand marketing programmes on social media platforms, with significant differences in performance. This paper divides universities’ social media marketing processes into two stages: the production-operation stage and the marketing communication stage. It constructs a two-stage data envelopment analysis (DEA) model to evaluate the brand marketing efficiency of 296 Chinese universities on the Bilibili video-sharing platform to provide strategic proposals for social media marketing. The results show that 10 universities perform efficiently in the production-operation stage, while 11 universities perform efficiently in the marketing communication stage. The gap in marketing efficiency is relatively large across Chinese universities. Most universities perform unsatisfactorily because of their redundant input or insufficient output. To improve the brand marketing efficiency on Bilibili, universities should pay more effort into quality rather than quantity of input, produce high-quality videos continuously and build and maintain fan loyalty.

Suggested Citation

  • Li, Lei & Zhang, Jiayang & An, Xun, 2023. "Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili," Socio-Economic Planning Sciences, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:soceps:v:88:y:2023:i:c:s003801212300157x
    DOI: 10.1016/j.seps.2023.101645
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S003801212300157X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.seps.2023.101645?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wen-Min Lu & Shiu-Wan Hung & Qian Long Kweh & Wei-Kang Wang & En-Tzu Lu, 2014. "Production and Marketing Efficiencies of the U.S. Airline Industry: A Two-Stage Network DEA Approach," International Series in Operations Research & Management Science, in: Wade D. Cook & Joe Zhu (ed.), Data Envelopment Analysis, edition 127, chapter 0, pages 537-568, Springer.
    2. Andriani KUSUMAWATI, 2018. "Exploring Millennials’ Decision-Making Behavior of Higher Education Institution: The Implication of University Social Media Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 137-148, November.
    3. Masserini, Lucio & Bini, Matilde, 2021. "Does joining social media groups help to reduce students’ dropout within the first university year?," Socio-Economic Planning Sciences, Elsevier, vol. 73(C).
    4. Gardner, Jacob & Lehnert, Kevin, 2016. "What's new about new media? How multi-channel networks work with content creators," Business Horizons, Elsevier, vol. 59(3), pages 293-302.
    5. Liu-Thompkins, Yuping & Rogerson, Michelle, 2012. "Rising to Stardom: An Empirical Investigation of the Diffusion of User-generated Content," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 71-82.
    6. Charnes, A. & Cooper, W. W. & Rhodes, E., 1978. "Measuring the efficiency of decision making units," European Journal of Operational Research, Elsevier, vol. 2(6), pages 429-444, November.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    8. Omar SALEM, 2020. "Social Media Marketing In Higher Education Institutions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 23, pages 191-196, August.
    9. Yin, Pengzhen & Chu, Junfei & Wu, Jie & Ding, Jingjing & Yang, Min & Wang, Yuhong, 2020. "A DEA-based two-stage network approach for hotel performance analysis: An internal cooperation perspective," Omega, Elsevier, vol. 93(C).
    10. Shan, Siqing & Peng, Jing & Wei, Yigang, 2021. "Environmental Sustainability assessment 2.0: The value of social media data for determining the emotional responses of people to river pollution—A case study of Weibo (Chinese Twitter)," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    11. Adam Peruta & Alison B. Shields, 2017. "Social media in higher education: understanding how colleges and universities use Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 131-143, January.
    12. Brady Lund, 2019. "Universities engaging social media users: an investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 251-267, July.
    13. Nguyen, Phan Dinh & Tran, Lobel Trong Thuy & Baker, John, 2021. "Driving university brand value through social media," Technology in Society, Elsevier, vol. 65(C).
    14. Wang, Derek D., 2019. "Performance-based resource allocation for higher education institutions in China," Socio-Economic Planning Sciences, Elsevier, vol. 65(C), pages 66-75.
    15. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.
    16. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    17. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.
    18. Yimei Zhu, 2019. "Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 173-190, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Macchioni, Riccardo & Prisco, Martina & Zagaria, Claudia, 2024. "The value relevance of voluntary disclosure through social media platforms: Evidence from European Union listed firms," Socio-Economic Planning Sciences, Elsevier, vol. 93(C).
    2. Badiee, Aghdas & Moshtari, Mohammad & Berenguer, Gemma, 2024. "A systematic review of operations research and management science modeling techniques in the study of higher education institutions," Socio-Economic Planning Sciences, Elsevier, vol. 93(C).
    3. He, Peng & Shang, Qi & Pedrycz, Witold & Chen, Zhen-Song, 2024. "Short video creation and traffic investment decision in social e-commerce platforms," Omega, Elsevier, vol. 128(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alejandro Quiroz Flores & Farhana Liza & Husam Quteineh & Barbara Czarnecka, 2021. "Variation in the timing of Covid-19 communication across universities in the UK," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-25, February.
    2. De la Cruz, Marco & Mergoni, Anna, 2024. "Assessing the performance of Peruvian education system from a governance perspective," Socio-Economic Planning Sciences, Elsevier, vol. 93(C).
    3. Boccali, Filippo & Mariani, Marcello M. & Visani, Franco & Mora-Cruz, Alexandra, 2022. "Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    4. Liu, Xing & Wu, Xianhua & Zhang, Weipan, 2024. "A new DEA model and its application in performance evaluation of scientific research activities in the universities of China's double first-class initiative," Socio-Economic Planning Sciences, Elsevier, vol. 92(C).
    5. Wu, Jie & Xu, Guangcheng & Zhu, Qingyuan & Zhang, Chaochao, 2021. "Two-stage DEA models with fairness concern: Modelling and computational aspects," Omega, Elsevier, vol. 105(C).
    6. Neszveda, Gábor & Horváth, Zsófia, 2024. "Új szempont a magyar felsőoktatási intézmények teljesítményének mérésében - az egyetemek online láthatósága [Online visibility - A new aspect of measuring the performance of Hungarian higher educat," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(7), pages 755-790.
    7. Tatiana Bencova & Andrea Bohacikova, 2022. "DEA in Performance Measurement of Two-Stage Processes: Comparative Overview of the Literature," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 5, pages 111-129.
    8. Jorge Antunes & Abdollah Hadi-Vencheh & Ali Jamshidi & Yong Tan & Peter Wanke, 2022. "Bank efficiency estimation in China: DEA-RENNA approach," Annals of Operations Research, Springer, vol. 315(2), pages 1373-1398, August.
    9. Alexander Arévalo S & Víctor Giménez G & Diego Prior J, 2022. "Análisis de eficiencia en educación: una aplicación del método StoNED," Revista Desarrollo y Sociedad, Universidad de los Andes,Facultad de Economía, CEDE, vol. 92(2), pages 45-91, October.
    10. Xi Xiong & Guo-liang Yang & Kai-di Liu & De-qun Zhou, 2022. "A proposed fixed-sum carryovers reallocation DEA approach for social scientific resources of Chinese public universities," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(7), pages 4097-4121, July.
    11. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    12. Luo, Lan & Chen, Hao & Yang, Yue & Wu, Guangdong & Chen, Long, 2022. "A three-stage network DEA approach for performance evaluation of BIM application in construction projects," Technology in Society, Elsevier, vol. 71(C).
    13. Wen, Yao & An, Qingxian & Gong, Yeming & Wu, Pengkun, 2024. "Structural rearrangement of the network system from an efficiency perspective: A silver lining of profit improvement," European Journal of Operational Research, Elsevier, vol. 316(3), pages 1001-1011.
    14. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    15. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    16. Xiong, Xi & Yang, Guo-liang & Zhou, De-qun & Wang, Zi-long, 2022. "How to allocate multi-period research resources? Centralized resource allocation for public universities in China using a parallel DEA-based approach," Socio-Economic Planning Sciences, Elsevier, vol. 82(PB).
    17. Meng, Ming & Pang, Tingting, 2022. "Operational efficiency analysis of China's electric power industry using a dynamic network slack-based measure model," Energy, Elsevier, vol. 251(C).
    18. Arora, Nitin & Talwar, Shubhendra Jit, 2020. "Modelling efficiency in budget allocations for Indian states using window based non-radial non-concave metafrontier data envelopment analysis," Socio-Economic Planning Sciences, Elsevier, vol. 70(C).
    19. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    20. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:soceps:v:88:y:2023:i:c:s003801212300157x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/seps .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.