BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Pietrzak Piotr (Warsaw University of Life Sciences, Poland), Kucharska Agnieszka (Warsaw University of Technology, Poland), Cieciora Małgorzata (Polish-Japanese Academy of Information Technology, Poland), Bołkunow Wiktor (Warsaw School of Economics)
Tytuł
The Use of Social Media in Higher Education Marketing Activities - A Systematic Literature Review
Źródło
Journal of Management and Financial Sciences, 2025, vol. 18, nr 55, s. 59-76, wykr., tab., bibliogr. 62 poz.
Słowa kluczowe
Media społecznościowe, Szkolnictwo wyższe, Marketing, Systematyczny przegląd literatury
Social media, Higher education, Marketing, Systematic literature review
Uwagi
Klasyfikacja JEL: I21, I23, M31
summ.
Abstrakt
The main aim of this article is to present a systematic literature review of the use of social media in higher education marketing activities. A Systematic Literature Review methodology has been used to identify, select and evaluate the published research. A set of 78 papers deduced from Scopus has been analysed and synthesized. Based on the survey, the following questions were answered: (1) In which publications has information on the use of social media in higher education marketing activities appeared?; (2) Which publications on the use of social media in higher education marketing activities were cited most frequently?; (3) Which countries have contributed most to the development of the use of social media in higher education marketing activities through publication activities?; (4) To which subject areas are articles on the use of social media in higher education marketing activities assigned?; (5) Which social media have been used in higher education marketing activities? The paper discusses the gap found in the literature and proposes new opportunities for future research.(original abstract)
Dostępne w
Biblioteka SGH im. Profesora Andrzeja Grodka
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Abelha, M., Fernandes, S., Mesquita, D., Seabra, F., Ferreira-Oliveira, A. T. (2020). Graduate employability and competence development in higher education - A systematic literature review using PRISMA. Sustainability, 12 (15), p. 5900, https://doi.org/10.3390/su121559002.
  2. Alexa, E.L., Alexa, M., Stoica, C.M. (2011). The use of online marketing and social media in higher education institutions in Romania. Proceedings of the 17th International Business Information Management Association Conference, 4, pp. 350-359, https://doi.org/10.5171/2012.721221
  3. Almadhoun, N.M., Dominic, P.D.D., Woon, L.F. (2011). Social media as a promotional tool in higher education in Malaysia. Postgraduate Conference - Energy and Sustainability: Exploring the Innovative Minds, p. 6136267, https://doi.org/10.1109/NATPC.2011.61362674.
  4. Assimakopoulos, C., Antoniadis, I., Kayas, O. G., Dvizac, D. (2017). Effective Social Media Marketing Strategy: Facebook as an Opportunity for Universities. International Journal of Retail and Distribution Management, 45 (5), pp. 532-549, https://doi.org/10.1108/IJRDM-11-2016-02115.
  5. Bardus, M., Assaf, S.A., Sakr, C.J. (2023). Using Social Marketing to Promote COVID-19 Vaccination Uptake: A Case Study from the "AUBe Vaccinated" Campaign. Vaccines, 11 (2), p. 459, https://doi.org/10.3390/vaccines110204596.
  6. Bryson, J.M., Crosby, B.C., Bloomberg, L. (2014). Public value governance: Moving beyond traditional public administration and the new public management. Public Administration Review, 74 (4), pp. 445-456, https://doi.org/10.1111/puar.122387.
  7. Carey, C., Matlay, H. (2011). Emergent Issues in Enterprise Education: The Educator's Perspective. Industry and Higher Education, 25 (6), pp. 441-450, https://doi.org/10.5367/ihe.2011.00678.
  8. Carr, C.T., Hayes, R.A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23, pp. 46-65, https://doi.org/10.1080/15456870.2015.9722829.
  9. Chaitani, H., Fabeck, L., Koulischer, S. (2024). Heterotopic ossification following COVID-19 infections: systematic literature review of case reports and case series. BMC Musculoskeletal Disorders, 25 (1), p. 421, https://doi.org/10.1186/s12891-024-07537-410.
  10. Chatfield, M.D., Brayne, C.E., Matthews, F. E. (2005). A systematic literature review of attrition between waves in longitudinal studies in the elderly shows a consistent pattern of dropout between differing studies. Journal of Clinical Epidemiology, 58 (1), pp. 13-19, https://doi.org/10.1016/j.jclinepi.2004.05.00611.
  11. Chauhan, K., Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management, 22 (1), pp. 40-51, https://doi.org/10.1108/1061042131129868712.
  12. Chlomoudis, C., Konstantinou, A., Kostagiolas, P., Pallis, P. (2022). Information needs and information-seeking behaviour of maritime students: a systematic literature review using the PRISMA method. Library Management, 43 (5), pp. 353-369, https://doi.org/10.1108/LM-11-2021-010513.
  13. Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27 (1), pp. 40-58, https://doi.org/10.1080/08841241.2016.126903614.
  14. Constantinides, E., Stagno, M.C.Z. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21 (1), pp. 7-24, https://doi.org/10.1080/08841241.2011.57359315.
  15. Dhote, T., Jog, Y., Gavade, N., Shrivastava, G. (2015). Effectiveness of digital marketing in edu-cation: An insight into consumer perceptions. Indian Journal of Science and Technology, 8 (S4), pp. 200-205, https://doi.org/10.17485/ijst/2015/v8iS4/7030016.
  16. Duroha, J.C., Macht, G.A. (2023). Solar installation occupational risks: A systematic review. Safety Science, 160, p. 106048, https://doi.org/10.1016/j.ssci.2022.106048
  17. Eger, L., Egerová, D., Krystoň, M. (2019). Facebook and Public Relations in higher education. A case study of selected faculties from the Czech Republic and Slovakia. Romanian Journal of Communication and Public Relations, 21 (1), pp. 7-30, https://doi.org/10.21018/rjcpr.2019.1.26818.
  18. Eger, L., Egerová, D., Tomczyk, Ł., Krystoň, M. (2021). How universities communicate with public using Facebook page. International Journal of Media and Information Literacy, 6 (1), pp. 88-99, http://doi.org/10.13187/ijmil.2021.1.8819.
  19. Figueira, A., Nascimento, L. (2023). An NLP Approach to Understand the Top Ranked Higher Education Institutions' Social Media Communication Strategy. Lecture Notes in Business Information Processing, 494, pp. 166-185, http://doi.org/10.1007/978-3-031-43088-6_920.
  20. Grant, M.J., Booth, A. (2009). A typology of reviews: an analysis of 14 review types and asso-ciated methodologies. Health information & libraries journal, 26 (2), pp. 91-108, https://doi.org/10.1111/j.1471-1842.2009.00848.x21.
  21. Gruening, G. (2001). Origin and theoretical basis of new public management. International Public Management Journal, 4 (1), pp. 1-25, http://doi.org/10.1016/S1096-7494(01)00041-122.
  22. Hamilton, D., McKechnie, J., Edgerton, E., Wilson, C. (2021). Immersive virtual reality as a pedagogical tool in education: a systematic literature review of quantitative learning out-comes and experimental design. Journal of Computers in Education, 8 (1), pp. 1-32, https://doi.org/10.1007/s40692-020-00169-223.
  23. Harie, Y., Gautam, B.P., Wasaki, K. (2023). Computer Vision Techniques for Growth Prediction: A Prisma-Based Systematic Literature Review. Applied Sciences, 13 (9), p. 5335, https://doi.org/10.3390/app1309533524.
  24. Hood, C. (1995). The new public management in the 1980 s: Variations on a theme. Account-ing, Organizations and Society, 20 (2-3), 93-109.
  25. Huebner, C. (2021). Admissions and advertising: Students' perception of social media advertising as a recruiting tool. Journal of Digital and Social Media Marketing, 8 (4), pp. 321-331, https://doi.org/10.69554/LARO468226.
  26. Juhaidi, A. (2024). Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective. Cogent Business and Management, 11 (1), p. 2374864, https://doi.org/10.1080/23311975.2024.237486427.
  27. Karapetyan, Y. (2024). Social networks as an effective higher education institution promotion tool in the Republic of Armenia. Scientific Herald of Uzhhorod University. Series Physics, 55, pp. 373-382, https://doi.org/10.54919/physics/55.2024.37lw328.
  28. Kefalaki, M. (2024). The Use of Social Media in Higher Education. The Case of Greek Universi-ties. Springer Proceedings in Business and Economics, pp. 303-311, https://doi.org/10.1007/978-3-031-51038-0_3429.
  29. Kishore, L., Pai, Y.P., Ghosh, B.K., Pakkan, S. (2024). Maritime shipping ports performance: a systematic literature review. Discover Sustainability, 5 (1), p. 108, https://doi.org/10.1007/s43621-024-00299-y30.
  30. 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), pp. 164-182, http://doi.org/10.17512/pjms.2021.24.1.10
  31. Kumar, V., Raman, R. (2019). Marketing your business school on social media: Analyzing social media content for adopting the right strategies. Journal of Computer Science, 7 (12), pp. 1256-1282, http://doi.org/10.3844/jcssp.2019.1256.128232.
  32. Mariani, M., Baggio, R., Fuchs, M., Höepken, W. (2018). Business intelligence and big data in hospitality and tourism: a systematic literature review. International Journal of Contemporary Hospitality Management, 30 (12), pp. 3514-3554, http://doi.org/10.1108/IJCHM-07-2017-046133.
  33. Mazurek, G., Korzyński, P., Górska, A. (2019). Social media in the marketing of higher education institutions in Poland: Preliminary empirical studies. Entrepreneurial Business and Economics Review, 7 (1), pp. 117-133, http://doi.org/10.15678/EBER.2019.07010734.
  34. Merli, R., Preziosi, M., Acampora, A. (2018). How do scholars approach the circular economy? A systematic literature review. Journal of Cleaner Production, 178, pp. 703-722, http://doi.org/10.1016/j.jclepro.2017.12.11235.
  35. Mikalef, P., Pappas, I. O., Krogstie, J., Giannakos, M. (2018). Big data analytics capabilities: a systematic literature review and research agenda. Information Systems and e-Business Management, 16 (3), pp. 547-578, https://link.springer.com/article/10.1007/s10257-017-0362-y36.
  36. Mishina, V., Pace, B. (2021). What digital marketing strategies: Promoting international higher education? Rere Āwhio - Journal of Applied Research & Practice, 1, pp. 42-49, https://doi.org/10.34074/rere.0010537.
  37. O'Flynn, J. (2007). From new public management to public value: Paradigmatic change and managerial implications. Australian Journal of Public Administration, 66 (3), pp. 353-366, http://doi.org/10.1111/j.1467-8500.2007.00545.x38.
  38. Peruta, A., Shields, A.B. (2017). Social media in higher education: understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27 (1), pp. 131-143, http://doi.org/10.1080/08841241.2016.121245139.
  39. Pietrzak, P., Gołaś, M. (2018). Strategie uczelni publicznych w Polsce - istota i uwarunkowania. Warszawa: Wydawnictwo Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie.
  40. Pringle, J., Fritz, S. (2019). The university brand and social media: Using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29 (1), pp. 19-44, http://doi.org/10.1080/08841241.2018.148634541.
  41. Ramhap, S., Szombathelyi, M. K., Majer, E. P. (2016). Special coginfo application by non-business organizations: Case study on marketing communication of a higher education institution. 6th IEEE Conference on Cognitive Infocommunications - Proceedings, pp. 483-488. http://doi.org/10.1109/CogInfoCom.2015.739064142.
  42. Rekhter, N., Hossler, D. (2020). Russian Students' Use of Social Network Sites for Selecting University Abroad: Case Study at the Russian State University for Humanities. Journal of International Students, 10 (3), pp. 724-740, https://doi.org/10.32674/jis.v10i3.77843.
  43. Rutter, R., Roper, S., Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research,69, pp. 3096-3104, http://doi.org/10.1016/j.jbusres.2016.01.02544.
  44. Rutter, R., Lettice, F., Nadeau, J. (2017). Brand personality in higher education: anthropo-morphized university marketing communications. Journal of Marketing for Higher Education, 27 (1), pp. 19-39, https://doi.org/10.1080/08841241.2016.1213346
  45. Sarquis, A.B., Casagrande, J.L., de Morais, A.A., Ramos, M.M.G., Monken, S.F. (2016). Social Media as marketing strategy: Multi case study in higher education institutions in Brazil. Espacios, 37 (15), p. 11.46.
  46. Sawlani, D.K., Susilo, D. (2020). How digital marketing helps higher education institution branding. International Journal of Multidisciplinary Educational Research, 5 (3), pp. 45-55.
  47. Sharma, R., Kamble, S.S., Gunasekaran, A., Kumar, V., Kumar, A. (2020). A systematic literature review on machine learning applications for sustainable agriculture supply chain performance. Computers and Operations Research, 119, p. 104926, http://doi.org/10.1016/j.cor.2020.10492648.
  48. Singh, V., Thurman, A. (2019). How Many Ways Can We Define Online Learning? A Systematic Literature Review of Definitions of Online Learning (1988-2018). American Journal of Distance Education, 33 (4), pp. 289-306, http://doi.org/10.1080/08923647.2019.166308249.
  49. Song, B.L., Lee, K.L., Liew, C.Y., Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37 (2), pp. 417-430, http://doi.org/10.1108/IJEM-08-2022-031550.
  50. Sułkowski, Ł. (2016). Kultura akademicka. Koniec utopii? Warszawa: Wydawnictwo Naukowe PWN.
  51. Sztanderska, U. (2005). Kształcenie a wymagania rynku. Nowe Życie Gospodarcze, 5, pp. 15-16.
  52. Taecharungroj, V. (2017). Higher education social media marketing: 12 content types universities post on Facebook. International Journal of Management in Education, 11 (2), pp. 111-127, http://doi.org/10.1504/IJMIE.2017.1000281953.
  53. Tranfield, D., Denyer, D., Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14, pp. 207-222, http://doi.org/10.1111/1467-8551.0037554.
  54. Urbanek, P. (2016). Strategie uniwersytetów publicznych w Polsce - próba oceny. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 442, pp. 500-509, https://doi.org/10.15611/pn.2016.442.4855.
  55. Utami, N.W., Fahmi, R.A., Prastya, N.M. (2024). Social Media Marketing at Islamic Higher Education: Reactions, Posts, and Brand Post Contents. Studies in Media and Communication, 12 (2), pp. 227-240, https://doi.org/10.11114/smc.v12i2.668756.
  56. Vrontis, D., El Nemar, S., Ouwaida, A., Shams, S.M.R. (2018). The impact of social media on international student recruitment: the case of Lebanon. Journal of International Education in Business, 11 (1), pp. 79-103, http://doi.org/10.1108/JIEB-05-2017-002057.
  57. Vural, O. F. (2015). Positive and negative aspects of using social networks in higher education: A focus group study. Educational Research and Reviews, 10 (8), pp. 1147-1166.
  58. Willems, J., Adachi, C., Bussey, F., Doherty, I., Huijser, H. (2018). Debating the use of social media in higher education in Australasia: Where are we now? Australasian Journal of Educa-tional Technology, 34 (5), pp. 135-149, http://doi.org/10.14742/ajet.384359.
  59. Zahari, N., Kaliannan, M. (2023). Antecedents of Work Engagement in the Public Sector: A Systematic Literature Review. Review of Public Personnel Administration, 43 (3), pp. 557-582.
  60. Zailskaite-Jakste, L., Kuvykaite, R. (2012). Implementation of Communication in Social Media by Promoting Studies at Higher Education Institutions. Engineering Economics, 23 (2), pp. 174-188, http://doi.org/10.5755/j01.ee.23.2.155061.
  61. Zhu, Y. (2019). Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat. Journal of Marketing for Higher Education, 29 (2), pp. 173-190, http://doi.org/10.1080/08841241.2019.1633003
  62. Scopus (2024), https://www.scopus.com/search/form.uri?display=basic#basic [accessed o31.07.2024].
Cytowane przez
Pokaż
ISSN
1899-8968
Język
eng
URI / DOI
https://doi.org/10.33119/JMFS.2025.55.3
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu