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Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents

Author

Listed:
  • Nadia Wasta Utami
  • Rizqi Anfanni Fahmi
  • Narayana Mahendra Prastya

Abstract

Social media have used by Higher Education Institution (HEI) for marketing communication and promotion purpose. Thus, some studies show that social media as a marketing tool in universities has not been widely practiced in predominantly Muslim countries. This paper aims to show Islamic universities in Muslim countries in various regions use social media as marketing tools, with focus on platforms utilization, engagement with users, and content analysis based on brand post categories. The data collected from the number of social media followers, reactions, and posts from top 12 Islamic universities in Muslim countries based on rank released by UniRank in 2021 and analyse with the software FanpageKarma. The time frame (2021) was chosen because the pandemic Covid-19 at that time has risen the social media usage by users. This papers also offers information about content analysis for social media posts on Instagram and Facebook, and describe it based on the experience brand posts, brand community, and brand resonance.

Suggested Citation

  • Nadia Wasta Utami & Rizqi Anfanni Fahmi & Narayana Mahendra Prastya, 2024. "Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 227-240, June.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:2:p:227-240
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    References listed on IDEAS

    as
    1. Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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