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Relationship quality in higher education marketing: the role of social media engagement

Author

Listed:
  • Melissa Clark
  • Monica B. Fine
  • Cara-Lynn Scheuer

Abstract

The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups, students. Data were collected via an online survey and analyzed using the Mann–Whitney U test, regression and the Kruskal–Wallis test. Results indicated a positive association between students following a university via social media and the perception of having a high-quality relationship with their university, and that following a university on multiple social media sites leads to an even higher perception of relationship quality. The results provide important and timely implications for both universities and higher education marketers. Our findings suggest that higher education marketers should invest resources in social media communications to form high-quality relationships with their stakeholders.

Suggested Citation

  • Melissa Clark & Monica B. Fine & Cara-Lynn Scheuer, 2017. "Relationship quality in higher education marketing: the role of social media engagement," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 40-58, January.
    • Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:40-58
    DOI: 10.1080/08841241.2016.1269036
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    Cited by:

    1. El Hana, Nadr & Mercanti-Guérin, Maria & Sabri, Ouidade, 2023. "Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    2. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    3. Abid, Aman & Harrigan, Paul, 2020. "An exploration of social media-enabled voter relationships through uses and gratifications theory, psychological contract and service-dominant orientation," Australasian marketing journal, Elsevier, vol. 28(2), pages 71-82.
    4. Avneet Kaur & Sujata Khandai & Jones Mathew, 2023. "Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis," FIIB Business Review, , vol. 12(4), pages 368-385, December.
    5. 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.
    6. Elena Gori & Silvia Fissi & Michele Fiuman?, 2018. "Social Network e Stakeholder Engagement, un binomio tutto da sviluppare? Un confronto tra le universit? pubbliche di Italia e Cina," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2018(1), pages 95-116.
    7. Chiara Fantauzzi & Rocco Frondizi & Nathalie Colasanti & Gloria Fiorani, 2019. "Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies," Administrative Sciences, MDPI, vol. 9(4), pages 1-16, October.
    8. Anna Maria Górska, 2024. "Navigating the COVID-19 Crisis: Higher Education Institutions and the Three Shades of Social Media Communication," Sustainability, MDPI, vol. 16(9), pages 1-16, April.
    9. Gerardo Sabater-Grande & Noemí Herranz-Zarzoso & Aurora García-Gallego, 2024. "The role of monetary incentives and feedback on how well students calibrate their academic performance," Working Papers 2024/01, Economics Department, Universitat Jaume I, Castellón (Spain).

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