IDENTIFICATION OF ATTRIBUTES AND COMMUNICATION CHANNELS BASED ON SOCIO-DEMOGRAPHIC GROUPS OF INTERNATIONAL STUDENTS
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Published:
May 30, 2024
Abstract
In the modern age, universities are experiencing the impact of increased competition in the educational services market, and the emergence of many social networking platforms and communication methods, which negatively affect the quality of communication between students and the university. The purpose of the study is to identify the main and relevant channels and methods of communication when foreign students search for information about Estonian universities. The study revealed that the use of various communication channels is influenced by gender, age, and educational background of students. The results show differences in the use of communication channels among Bachelor’s, Master’s and PhD students of different ages and genders. The study found that for all groups of international students, the presence of popular, high-engagement social media accounts is perceived positively, while the absence of such accounts has a negative impact.
How to Cite
Širjajeva, L., & Vozņuka, J. (2024). IDENTIFICATION OF ATTRIBUTES AND COMMUNICATION CHANNELS BASED ON SOCIO-DEMOGRAPHIC GROUPS OF INTERNATIONAL STUDENTS. Baltic Journal of Legal and Social Sciences, 2(2), 20-33. https://doi.org/10.30525/2592-8813-2024-2-2-2
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Keywords
Marketing, communication channels, university, students
References
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30. Sörensen, I., Vogler, D., Fürst, S., & Schäfer, M. S. (2023). Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions. Journal of Marketing for Higher Education, 1-20.
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34. Vizcaya-Moreno, M. F., & Pérez-Cañaveras, R. M. (2020). Social media used and teaching methods preferred by generation z students in the nursing clinical learning environment: A cross-sectional research study. International journal of environmental research and public health, 17(21), 8267.
35. Yalcinkaya, G., Sengul Salik, Y., & Buker, N. (2020). The effect of calling duration on cervical joint repositioning error angle and discomfort in university students. Work, 65(3), 473-482.
36. Šola, H. M., & Zia, T. (2021). Social media and students’ choice of higher education institution. European journal of management and marketing studies, 6(4). Cingillioglu, I., Gal, U., & Prokhorov, A. (2023). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 1-23.
2. Abbas, M., Asghar, M. W., & Guo, Y. (2022). Decision-making analysis of minimizing the death rate due to covid-19 by using q-rung orthopair fuzzy soft bonferroni mean operator. Journal of fuzzy extension and applications, 3(3), 231-248.
3. Ahmadi, Y. (2019). The impact of social media engagement on university student recruitment (Doctoral dissertation, University of Northern British Columbia).
4. Benavides, L. M. C., Tamayo Arias, J. A., Arango Serna, M. D., Branch Bedoya, J. W., & Burgos, D. (2020). Digital transformation in higher education institutions: A systematic literature review. Sensors, 20(11), 3291.
5. Blázquez, F., Rodríguez, C., & Teijeiro, M. (2020). A new era of communication in Higher Education. Facebook as a marketing tool. Revista espacios, 41(06).
6. Camilleri, M. (2020). Higher education marketing communications in the digital era. In Strategic marketing of Higher education in Africa (pp. 77-95). Routledge.
7. Cohen, I. K., & Salaber, J. (2015). Social Media and Higher Education: Direct and Indirect Marketing. In Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 167-186). IGI Global.
8. Colfer, B. P., Johri, N., & Wagner, S. L. (2021). A case study of MHA faculty and student experiences in adapting learning modality options to hybrid flexible (HyFlex) during the COVID-19 pandemic. Journal of Health Administration Education, 38(1), 441–466.
9. Eger, L., Egerová, D., Tomczyk, L., & Krystoň, M. (2021). How universities communicate with public using Facebook page. International Journal of Media and Information Literacy, 6(1), 88-99.
10. Elahinia, N., & Karami, M. (2019). The influence of service quality on Iranian students’ satisfaction, loyalty and WOM: a case study of North Cyprus. Journal of management marketing and logistics, 6(1), 21-34.
11. Fourie, L. E. (2015). The role of social media as an information source in the decision making of students when selecting a university (Doctoral dissertation, University of South Africa)
12. Goh, T. T., Seet, B. C., & Chen, N. S. (2012). The impact of persuasive SMS on students' self‐regulated learning. British Journal of Educational Technology, 43(4), 624-640, Chicago
13. Hobsons. (2017). “Global international student survey”, The changing dynamics of international student recruitment.
14. Hossain, M. A., Cano, J. A., & Stewart, C. M. (2023). Probabilistic creep with the Wilshire–Cano–Stewart model. Fatigue & Fracture of Engineering Materials & Structures, 46(10), 4001-4019.
15. Hung, N. T., & Yen, K. L. (2022). Towards sustainable internationalization of higher education: Innovative marketing strategies for international student recruitment. Sustainability, 14(14), 8522.
16. Hung, N. T., & Yen, K. L. (2022). Towards sustainable internationalization of higher education: Innovative marketing strategies for international student recruitment. Sustainability, 14(14), 8522.
17. Kisiołek, A., Karyy, O., & Нalkiv, L. (2021). Social media in marketing management of higher education institutions in the context of Poland and Ukraine. Polish Journal of Management Studies, 24(1).
18. Madzík, P. (2018). Increasing accuracy of the Kano model–a case study. Total Quality Management & Business Excellence, 29(3-4), 387-409.
19. Maresova, P., Hruska, J., & Kuca, K. (2020). Social media university branding. Education Sciences, 10(3), 74.
20. Miotto, G., Del-Castillo-Feito, C., & Blanco-González, A. (2020). Reputation and legitimacy: Key factors for Higher Education Institution’s sustained competitive advantage. Journal of Business Research, 112, 342–353.
21. Mohammadi, M., Sarvestani, M. S., & Nouroozi, S. (2020, February). Mobile phone use in education and learning by faculty members of technical-engineering groups: Concurrent mixed methods design. In Frontiers in Education (Vol. 5, p. 16). Frontiers Media SA.
22. Nguyen, N., & Leblanc, G. (2011). Image And Reputation Of Higher Education Institutions In Students’ Retention Decisions. International Journal Of Educational Management, 15(1)
23. Onsardi, Wulandari, K., Finthariasari, M., & Yulinda , A. T. (2021, September 20). The Impact Of Service Marketing On Students’ Decisions. View of impact of service marketing on student decisions.
24. Prabowo, H., Bramulya, R., & Yuniarty, Y. (2020). Student purchase intention in higher education sector: The role of social network marketing and student engagement. Management Science Letters, 10(1), 103-110.
25. Pumptow, M., & Brahm, T. (2021). Students’ digital media self-efficacy and its importance for higher education institutions: development and validation of a survey instrument. Technology, Knowledge and Learning, 26(3), 555-575.
26. Radu, M. C., Schnakovszky, C., Herghelegiu, E., Ciubotariu, V. A., & Cristea, I. (2020). The impact of the COVID-19 pandemic on the quality of educational process: A student survey. International journal of environmental research and public health, 17(21), 7770.
27. Ragini, Y. (2016). Student recruitment in the higher education sector of New Zealand: Comparison of traditional versus social media marketing (Master's thesis).
28. Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 27(3), 1905-1918.
29. Sörensen, I., Fürst, S., Vogler, D., & Schäfer, M. S. (2023). Higher education institutions on Facebook, Instagram, and Twitter: Comparing Swiss universities’ social media communication. Media and Communication, 11(1), 264-277.
30. Sörensen, I., Vogler, D., Fürst, S., & Schäfer, M. S. (2023). Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions. Journal of Marketing for Higher Education, 1-20.
31. Timko, M. (1993). “An Experiment in Continuous Analysis” on “Kano’s Methods for Understanding Customer-defined Quality”, Center for Quality of Management Journal
32. Tontini, G., Søilen, K. S., & Silveira, A. (2013). How do interactions of Kano model attributes affect customer satisfaction? An analysis based on psychological foundations. Total Quality Management & Business Excellence, 24(11-12), 1253- 1271.
33. Uguina-Gadella, L., Estévez-Ayres, I., Fisteus, J. A., Alario-Hoyos, C., & Kloos, C. D. (2023). Analysis and Prediction of Students' Performance in a Computer-Based Course Through Real-Time Events. IEEE Transactions on Learning Technologies.
34. Vizcaya-Moreno, M. F., & Pérez-Cañaveras, R. M. (2020). Social media used and teaching methods preferred by generation z students in the nursing clinical learning environment: A cross-sectional research study. International journal of environmental research and public health, 17(21), 8267.
35. Yalcinkaya, G., Sengul Salik, Y., & Buker, N. (2020). The effect of calling duration on cervical joint repositioning error angle and discomfort in university students. Work, 65(3), 473-482.
36. Šola, H. M., & Zia, T. (2021). Social media and students’ choice of higher education institution. European journal of management and marketing studies, 6(4). Cingillioglu, I., Gal, U., & Prokhorov, A. (2023). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 1-23.