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Marketing in Higher Education Through Social Media

Article in International Journal of Early Childhood Special Education · January 2022

DOI: 10.9756/INT-JECSE/V14I3.392

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 International Journal of Early Childhood Special Education (INT-JECSE)
ISSN: 1308-5581 Vol 14, Issue 03 2022

Marketing in Higher Education Through Social Media

Nigam Megha Umesh1 andDr. Mredu Goyal2 and Dr. Sangeetha Noval 3
1
Bhartiya Skill Development University, 302027, Jaipur, India
2
Manipal University Jaipur, Jaipur, 303007, India
3
Bhartiya Skill Development University, 302027, Jaipur, India
meghanigamrs2020@gmail.com

Abstract
Marketing through social media is a growing commercial platform for different marketing activities. Various
factors play an important role when selecting an educational institution. In this study, a researcher is interested
in studying available secondary data using a systematic literature review and finding the future scope of the
study. The influence of social media on students enrolling in higher education programs is investigated in this
research. The findings of this research should have ramifications for higher education institutions as they assess
which elements are most likely to influence freshmen's decision to attend their university.

Keywords: UTAUT, UTAUT2, Social Media, Marketing, Higher education,

Introduction
Several elements play a role in the decision-making process when it comes to selecting a higher education
institution. Many of these factors have been studied by a number of key researchers, including Hossler&
Gallagher (1987), who developed a three-stage model related to college choice; Toma& Cross (1998), who
investigated factors related to athletes' college choice; Perna& Titus (2005), who reported on gender, race, and
ethnic factors; Cabrera & La Nasa (2000), who investigated parental influence and financial considerations; and
Perna& Titus (2005), According to McManus, Haddock-Fraser, and Rands (2017), it is necessary to understand
how prospective students make judgments about higher education institutions.

Physical distance has been overcome by continual connection over the Internet. Many academics have identified
this medium as a significant medium for marketing in their studies (Belch & Belch, 2007; Keegan & Green,
2008), however the expansion of marketing utilising this instrument has achieved its pinnacle with the
availability of Social Media over the Internet. Businesses have reaped the benefits of this newly discovered
instrument, achieving unparalleled levels of communication success (Smith &Zook, 2011, p.31). Corporations
and management are also hesitant to use this media as a vehicle for their marketing (Kelly, 2012).

Nonetheless, the passion for this medium necessitates in-depth investigation and study, and many companies are
attempting to capitalise on this bidirectional information flow. The travel, tourism, and hospitality sector, which
was one of the first to embrace this potent instrument in marketing, has definitely set the bar high. The
Education sector, being a service-oriented sector, has many similarities with the Travel and Tourism sector, in
that students are consumers who choose to make purchases based on the information accessible to them
(Shanka, Quintal & Taylor, 2006). The use of social media marketing in higher education institutions is
examined in this research.

Background of Study
Higher education institutions' strategies for attracting college students seems to be shifting, with expectations
that their emphasis on internet marketing will expand (Ruffalo Noel Levitz, 2018, p. 10). The conventional
methods of bombarding pupils with a continual stream of pamphlets and marketing pitches have proven to be
ineffective, and some students have even found them irritating (Schmoke, 2014). Regardless, “61 percent of
public universities and 55 percent of private universities stated their conventional marketing allocations will stay
the same” (Ruffalo Noel Levitz, 2018, p. 10), showing that conventional marketing strategies such as brochures,
mail, postcards, and campus visits are being employed. On the other hand, 60-70 percent of campuses said that
digital marketing budgets will be increased in the future 12-14 months; both private and public institutions said
that digital marketing budgets will be increased the most (p. 10). Schmoke (2014) identified three important
variables in today's student recruitment: digital marketing, social media, and the institution or university's
distinct characteristics.

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Students are impacted by a multitude of materials when they restrict their university or college choice. In
addition to the above-mentioned conventional recruitment strategies and materials, today's students are heavily
impacted by ever-present and widespread technology such as mobile devices and information downloaded via
social media (Chegg, 2015). The majority of prospective first-year college students are now utilising social
media and mobile devices to do research on institutions as part of their college selection process (Chegg, 2015).

Because of modern students' strong interest in social media and their commitment to mobile devices and other
technology, university and college admissions officers must explore new initiatives in addition to conventional
recruitment approaches to contact and attract prospective students. Admissions officers must understand how
high school seniors acquire information and make college selection choices, as well as the elements that most
affect them (Adams, Kellogg, & Schroeder, 1976).

There are many and intricate factors that influence high school seniors' college selection and decision-making
processes. Demographic impacts, social influences, and institutional effects were some of the reasons mentioned
(Cabrera & La Nasa, 2000; Kim, 2004; Shank & Beasley, 1998). Hamrick and Hossler (1996) investigated
information-gathering methods and suggested the necessity for a greater emphasis on data. They noted, "The
influence of information on student college choice is one variable that has received little attention because it
does not readily conform to sociological or economic theories," adding, "The influence of information on
student college choice is one variable that has received little attention because it does not readily conform to
sociological or economic theories" (Hamrick &Hossler, 1996, p. 179). According to Furakawa (2011), some
highly talented students may consider moderators such as the institution's and faculty's reputations, the ranking
of the programmes in which they are interested, and the amount of financial aid available.

Some students may be impacted by legacy admission status, location of the institution, closeness to the
institution, socioeconomic standing, peer or parent influence, guidance from school counsellors, or excellent
sports programmes, according to Broekemier&Seshadri (2000). According to Hamrick and Hossler (1996), a
mix of socioeconomic and parental support variables are important in determining college choice selections.
Gender is a key component in the decision-making process, according to Shank and Beasley (1998). Men, for
example, may be motivated more by sports opportunities, while women may be more concerned with campus
safety and diversity (Hayes, Walker, &Trebbi, 1995). Students' choice of college based on financial need and
access to financial assistance may be influenced by race and socioeconomic variables (Cabrera & La Nasa,
2000; Kim, 2004; & St. John, 1999).

Parents, guidance counsellors, teachers, and friends, as well as the institution's reputation and collegiate athletics
(Choy &Ottinger, 1998; Cabrera & La Nasa, 2000; Toma& Cross, 1998; Cabrera and La Nasa, 2000) reported
on the influence of parents, siblings, and information, stating, "Parental encouragement, a pivotal force in the
emergence o (p. 1). The current effect of technology and the information students may access through
technological gadgets has been added to the mix of criteria that go into college choosing. “Having awareness of
the variables that impact students' choices to enrol gives institutions with a better understanding of how to
encourage prospective students to enrol at their institution,” O'Neil (2013) remarked in his research on college
choice variables (p. 1).

Literature Review
The UTAUT2 model, which is used to explain technological acceptance and adoption, is an upgraded version of
the UTAUT model. Venkatesh et al. (2003) were the first to design the UTAUT model, which was based on
eight significant theories and models of information technology acceptance.

Venkatesh et al. (2012) developed the UTAUT model into the UTAUT2 model to investigate customer
acceptance and usage of technology. The UTAUT model now includes three more constructs: hedonic
motivation, price value, and habit. In the UTAUT2 model, there are a total of seven constructions. Gender, age,
and experience were reduced to only three moderators.

Although it was created for the unique context of consumer use of technology, the UTAUT2 model has been
applied in educational research. UTAUT2 was used by Raman and Don (2013) to investigate preservice
teachers' acceptability of learning management software. The information was gathered at the University Utara
Malaysia (UUM). Preservice teachers who utilise the Moodle learning management system were among the
participants. Six of the seven UTAUT2 components (performance expectation, effort expectancy, social
influence, enabling circumstances, hedonic motivation, and habit) were examined without regard for economic
value. Facilitating environments and hedonic anticipation were shown to be important determinants of

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behaviour intention. It was suggested that further study be done in an educational setting to confirm the
findings.

From 2003 through 2014, Venkatesh, Thong, and Xu (2016) reviewed the literature on UTAUT 2 applications
and expansions. The relevant studies were divided into three groups: UTAUT application, UTAUT integration,
and UTAUT extension. For “various user kinds, various organisation kinds, various kinds of technology,
various tasks, various times, and various locations,” researchers employ UTAUT (p.331). The majority of the
studies were conducted outside of their intended study contexts, such as organisational settings. Future research
recommendations include employing UTAUT 2 in new contexts and for new phenomena. These conclusions
and suggestions complement my study of students enrolling in higher education programmes using social media
platforms utilising the UTAUT 2 model.

Previous studies using the UTAUT model

Topic Simple, size, Statistical Objective Results

location &model technique
An Application of the 320 (PLS) Studied the PE and EE have impact on
UTAUT2 Model. Malaysia (AVE) interactions among the behavioral intention.
Preservice Teachers Utaut2 (CR) hypotheses that may social influence seems significant
Acceptance of influence the acceptance of HM, shows positive influence on
Learning Management teachers in Learning Zone BI use
Software: (Moodle) and evaluating the
effect of difference on
UTAUT2 elements to
intention to usage exclude
PV
Understanding 182 (CFA) this study examined the 1 self-management negative
Undergraduate China (AVE) direct as well as indirect
intention to use 2-effect of
Students’ Adoption of Utaut2 influences of self- hedonic motivation on intention
Mobile Learning management of learning onto use m-learning is greater than
Model: A Perspective students’ intention to adopt
that of performance expectancy 3-
of the Extended m-learning social influence has a positive
UTAUT2 effect on undergraduate students
intention to use m-learning
4-effort expectancy no significant
5-price value exerted a positive
impact
An Application of 3919 (CFA) This paper is intended to Factors including achievement,
UTAUT2 in Social China AVE scrutinize the SI, perceived enjoyment, fantasy,
Network Games: Utaut2 (CR) Factors that play in PV, and HT all have significant
Understanding Users’ perpetuation intention in and direct influences on
Continued Use of online gaming through using continuance intention to play the
Online Games UTAUT2. They found that SNG
the UTAUT2 can be a good Impact of SI is stronger
theoretical model in their Than other factors.
context
An Application of 266 Questionnaire This study utilizes UTAUT2 The user’s social network
UTAUT2 on Social UTAUT2 PLS to explore the user information, profile information,
Recommender User’s social AVE acceptance of social and reading behavior positively
Systems: Incorporating network recommender systems that influence performance expectancy
Social Information for information, have become more attractive and the intention to adopt a social
Performance profile owing to improved content recommender system
Expectancy information, and personalization and
reading behavioral adaptation to user
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ISSN: 1308-5581 Vol 14, Issue 03 2022

preferences
Adopting An Extended Systematic review Systematic This research examines the ------------------
UTAUT2 To Predict 287 researches Review consumer adoption of M-
Consumer Adoption Of Kingdom of Saudi Internet and M-Government.
mobile-Technologies Arabia This study will reflect upon
In Saudi Arabia UTAUT2, Trust, a number of studies in
Risk different countries that
tested UTAUT2 variables in
addition to the trust and
perceived risk
Mobile Technologies Latvia Cronbach is to develop mobile internet
genders are less affected by
and Services UTAUT2 alpha (α) prevalence model that would elements social influence and
Development Impact + let determine levels of price
on Mobile Internet Society and media mobile internet acceptance Behavioral intention is most
Usage in Latvia 2000 and use, and their impactingstrongly
factors affected by the elements
performance expectancy, effort
expectancy, and facilitating
conditions
Investigating the Korea Stepwise to examine the determinants results showed that five out of the
Determinants of 305 Multiple of the Korean university seven variables were significant
Mobile Learning UTAUT2 regression students’ m-learning determinants of behavior-al
Acceptance in Korea Analysis acceptance by using intention to use m-learning,
Using UTAUT2 UTAUT2 namely, performance expectancy,
social influence, hedonic
motivation, facilitating condition
and habit which are consistent
with previous researches
EE and PV were not significant to
predict BI

Adoption of Mobile Chile Kruskal-Wallis The main objective of this the findings indicate slight gender
Internet Services in 501 one-way study is to explore Differences in mobile Internet
Chile: An Exploratory Utaut2 Cronbach differences on the adoption users.
Study alpha (α) of mobile Internet services Men are presented as little savvier
on a sample of Chilean users and more utilitarian oriented than
women.
women are presented as little
more enjoyers and with a little
more frequent use of mobile
Internet services than men

consumer acceptance 1,512 online survey proposed UTAUT2 behavioral intention (56 percent
and use of information Utaut2 (PLS) incorporates three constructs to 74 percent) and technology use
technology: extending Hong Kong Average into UTAUT: hedonic (40 percent to 52 percent)
the unified theory of Variance motivation, price value, and
acceptance and use of Extracted Habit
Technology (AVE)
Consumer Acceptance UTAUT2 proposes a to focus on the consumer proposes a theoretical model
and Use of Information Consumption theoretical context (individual level),
Technology: Adding theory suggests Model develop
consumption theory to income (absolute and empirically test a new
UTAUT2 income, relative model based on UTAUT2
income, and
Permanent income

This section examines an important theoretical model on UTAUT2, which is an upgraded version of the
UTAUT model. Both approaches are used to describe how people accept and embrace new technologies. The
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ISSN: 1308-5581 Vol 14, Issue 03 2022

UTAUT model was developed by Venkatesh et al. (2003) based on eight key theories and models of
information technology adoption. The eight most popular theories and models are as follows: Technology
Acceptance Model (TAM), Model of PC Utilization (MPCU), Motivational Model (MM), Combined TAM and
TPB (C-TAM-TPB), Social Cognitive Theory (SCT), and Innovation Diffusion Theory (IDT).

Venkatesh et al. (2012) refined the comprehensive imitations, applications, and extensions into the wider-
ranging UTAUT2 to further develop the Unified Theory of Acceptance and Use of Technology (UTAUT). The
UTAUT2 model is a more advanced variant of the UTAUT model (Huang, 2018). According to Venkatesh et al.
(2012), the UTAUT model was expanded as the UTAUT2 model to determine customer acceptance and usage
of technology. In comparison to the UTAUT model, this model includes three extra variables: hedonic
motivation, price value, and habit. As a result, the UTAUT2 model has seven independent variables (Huang,
2018). And the number of moderate factors, such as gender, age, and experience, is decreased to three (Huang,
2018).

For M-learning among Indian students, Bharati and Srikanth (2018) employed a modified UTAUT2 model.
Huang (2018) used UTAUT2 to study college students' usage of social media. Aside from that, the UTAUT2
model has been employed in educational research. It was created using a unique framework for consumer
technology usage. In a recent study, Arain et al. (2019) used UTAUT2 to broaden its acceptability of M-learning
in higher education. According to Moorthy et al. (2019), habit and hedonic incentive had the greatest effect on
mobile learning behaviours among Malaysian higher education students.

Conclusion:
According to the research, most higher education institutions are using more digital tactics into their recruitment
campaigns to attract freshman. In this paper, past studies on Higher educational institutions based on the
UTAUT model are analysed to find out the various factors that impact students' behavioural intention. It is
found that students are influenced by various factors during selection of University or college using Social
networking sites. The results of conceptual studies showed that performance expectation, effort expectation,
social influence, facilitating circumstances, hedonic motivation, and habit motivation are significant of
behavioural intention of student’s along with price value during universality selection using Social Networking
sites. It is an conceptual work based on available literature review which needs to be justified using analytical
study on some group of students as it various from place to place. It will help the marketing team of universities
to develop improve the social media technique for advertisement among the students and to impact their
intention.

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