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Is Social Media Necessary for Recruitment of International Students?
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-4383-6452
University of Gävle.
Stockholm International School, Stockholm, Sweden.
2019 (English)In: ICBM 2019 2nd International Conference on Business and Management, Dhaka: BRAC University , 2019, p. 94-100, article id ICBM-19-0259Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study aims at examining how universities use social media in their marketing strategy to recruit international students. A theoretical framework has been developed based on international recruitment, social media platforms and social media content. By applying a qualitative method, 13 interviews were conducted from international departments in 10 Swedish universities. The respondents included communication managers, international coordinators and social media administrators. The empirical evidence was analyzed with few themes following the theoretical structure. The common social media platforms used in international recruitment of students are found to be Facebook, Instagram and YouTube. Pictures and videos are important formats, which are used to ensure student engagement and create interest for the educational institutions. When creating content, it is significant that it emphasizes the value of the education, arouses student emotions and displays a clear picture living around the university. This study will be helpful for educational institutions that already use or plan to use social media for international recruitment.

Place, publisher, year, edition, pages
Dhaka: BRAC University , 2019. p. 94-100, article id ICBM-19-0259
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-29558ISBN: 9789843443540 (electronic)OAI: oai:DiVA.org:hig-29558DiVA, id: diva2:1315415
Conference
2nd International Conference on Business and Management (ICBM 2019) 'Industry Focused Global Research Trends in Business and Management', 25-27 April 2019, Dhaka, Bangladesh
Available from: 2019-05-13 Created: 2019-05-13 Last updated: 2019-08-08Bibliographically approved

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Hyder, Akmal S

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf