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Authors: Baomin Qi 1 and Lindsey Mackie 2

Affiliations: 1 University of Bolton, United Kingdom ; 2 University of Salford, United Kingdom

Keyword(s): Social Media Technology, Brand Awareness, UK Higher Education.

Related Ontology Subjects/Areas/Topics: e-Business and e-Commerce ; Social Networks and Organizational Culture ; Society, e-Business and e-Government ; Web Information Systems and Technologies

Abstract: Marketing and more specifically raising brand awareness is vital for any successful organisation and its importance is demonstrated across all industry sectors. The widely adopted social media (SM) technology is believed to bring opportunities for brand awareness; and many universities worldwide have already broached the concept of using SM to communicate with potential students. However, the social media arena is deemed by many HEIs as frivolous, and the significance of SM is yet widely realised. This research will look at the power behind social media technology; the main focus is to explore whether the utilisation of SM technology could increase the brand awareness. In order to achieve this research aim exhaustive literature search was conducted and the available literature is systematically reviewed. The research found that although SM platforms have been exploited by most of institutions, there is little evidence to suggest that higher education is currently using social media e ffectively to engage with students, increase brand awareness and enhance image. (More)

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Paper citation in several formats:
Qi, B. and Mackie, L. (2014). Utilising Social Media Technology to Raise Brand Awareness in Higher Education. In Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 2: WEBIST; ISBN 978-989-758-023-9; ISSN 2184-3252, SciTePress, pages 400-405. DOI: 10.5220/0004965804000405

@conference{webist14,
author={Baomin Qi. and Lindsey Mackie.},
title={Utilising Social Media Technology to Raise Brand Awareness in Higher Education},
booktitle={Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 2: WEBIST},
year={2014},
pages={400-405},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004965804000405},
isbn={978-989-758-023-9},
issn={2184-3252},
}

TY - CONF

JO - Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 2: WEBIST
TI - Utilising Social Media Technology to Raise Brand Awareness in Higher Education
SN - 978-989-758-023-9
IS - 2184-3252
AU - Qi, B.
AU - Mackie, L.
PY - 2014
SP - 400
EP - 405
DO - 10.5220/0004965804000405
PB - SciTePress

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