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Effects of Social Media Platform Preference: a Country Comparison of Online University Reputations

Kuzma, Joanne and Philippe, T. and Koehler, J. and Coronel, R. (2016) Effects of Social Media Platform Preference: a Country Comparison of Online University Reputations. Journal of International Management Studies, 16 (1). pp. 35-44. ISSN Print 1930-6105 Online 2378-9557

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Abstract

Managing an online reputation is critical to higher education. Universities cannot afford to lose enrolment numbers by neglecting to monitor, control, promote and enhance their online presence. It is critical that universities measure their social media reputation scores and presence on the web, as well as those of their competitors. Universities need to continuously review their social engagement strategy and online reputation to ensure they maximize all opportunities to maintain, and improve student enrolment and retention. Universities have embraced social media to enhance their brand reputation. This study examines the use of social media and its effects from a global perspective. It analysed 90 universities in three geographical areas to assess the impact and level of online social media, especially as it relates to “university brand reputation.” Results of the study indicated there was a wide variation among the three geographical regions, and within countries in the three geographical regions. Use of social media communication tools such as Twitter and Google+ by active users also varied widely depending upon country and region.

Item Type: Article
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Uncontrolled Keywords: social media, reputation management, online social networks, higher education, universities, brand, reputation, exposure
Subjects: Q Science > QA Mathematics > QA76 Computer software
T Technology > T Technology (General)
Divisions: Academic Departments > Worcester Business School
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Depositing User: Joanne Kuzma
Date Deposited: 03 Mar 2016 10:07
Last Modified: 11 Nov 2016 17:57
URI: https://eprints.worc.ac.uk/id/eprint/4173

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