The Use and Effectiveness of Social Media in a Higher Education Context: A Study of Cardiff Metropolitan University, School of Management
Cardiff Metropolitan University
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The aim of this research paper is to explore student perspectives and attitudes towards the use of social media on a marketing tool for education. Social media is one of the most popular communication tools in the 21st century in which businesses are integrating it into their marketing plan. (UCSF, 2011) It was important to carry out this research as many authors including Constantinides and Stagno (2011) believed social media is not used to its full potential by universities to create a long term relationship with students. This paper was conducted in a pragmatic approach at Cardiff Metropolitan University (CMU), School of Management where a semi structured interview was carried out with the Internal Communication Officer and Student Communication Coordinator. An online questionnaire was distributed to CMU students using convenient sampling. Results showed all of the 38 students are using social media daily but only 32% of participants were not connected with the university’s social media. Facebook was the main social media site used by students. 45% of students were connected to the university’s social media with the purpose of being up to date with information regarding to the university. This follows 63% of students recommended the university should update their profile regularly in order for information to satisfy their needs. Despite the time limitation and a small portion of the university being researched, significant findings clarifies that the university needs to increase promotion to create awareness for both the University and Student Union to create a better student friendly online networking.
BA (Hons) International Business Management
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