Unveiling the Most Common Social Media Platforms Used for Marketing in Higher Education Institutions in Zambia
Downloads
Social Media Marketing has become one of the most useful and popular means of marketing Higher Education Institutions (HEIs) globally. The main aim of this research was to investigate the most common Social Media platforms used in HEIs in Zambia and then determine the best combinations of Social Media platforms for marketing HEIs. The research used a structured questionnaire designed in Google forms to collect responses from 321 respondents which were analyzed in SPSS version 20 using descriptive analysis, Bivariate tools and QQ plots. The findings revealed that WhatsApp and Facebook are the most commonly used Social Media platforms in HEIs in Zambia. Additionally, the best combination of Social Media platforms for marketing HEIs are Facebook and Twitter followed by Twitter and WhatsApp. This research also brought out the findings that there is an association between Social Media platform signed up for and age range. The research brings out the best combination of Social Media platforms that professionals managing Social Media Marketing in HEIs can use to develop an effective Social Media Marketing mix.
Aichner, T., Grünfelder, M., Maurer, O. & Jegeni, D., 2021. Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019. Cyberpsychology, Behavior and Social Networking, 24(4), p. 215–222.
Akakandelwa , A. & Walubita, G., 2017. Students’ Social Media Use and its Perceived Impact on their Social Life: A Case Study of the University of Zambia. The International Journal of Multi-Disciplinary Research, pp. 3471-7102.
Appel, G., Grewal, L., Hadi, R. & Stephen, A. T., 2019. The future of Social Media in marketing. Journal of the Academy of Marketing Science, pp. 29-95.
Auxier, B. & Anderson, M., 2021. Social Media Use in 2021. [Online] Available at: https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/#:~:text=Some%2084%25%20of%20adults%20ages,45%25)%20report%20doing%20this.
[Accessed 31 March 2022].
Cetinkaya, L., 2017. The Impact of Whatsapp Use on Success in Education Process. International Review of Research in Open and Distributed Learning, 18(7), pp. 60-74.
Chi, . H.-H., 2011. “Interactive Digital Advertising VS. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan.”. Journal of Interactive Advertising, Volume 12, pp. 44-61.
Creswell, J. W., 2010. Educational research - planning, conducting, and evaluating quantitative and qualitative research. 4 ed. New Jersey: Pearson Merril Prentice Hall.
Gaddam , R. D. & Harinadh , K., 2019. Social Media as a Prominent Marketing Management Tool: A Literature Review. International Journal of Economics and Management, 6(11), p. 211.
Hair, J. F., Ringo, C. M. & Sarstedt, M., 2014. Mutilvariate Analysis. 7 ed. Upper Saddle River NJ: Pearson Prentice Hall.
Igbeneguttu, B. I., Oluwadamilola, J. A. & Chioma, O. N., 2021. A survey of the use of Social Media among undergraduate students in the faculties of Law in Universities Osun state, Nigeria. Journal of library and information science, 11(2), p. https://ejournal.upi.edu/index.php/edulib/article/view/37678.
Martin, G., 2011. The Importance Of Marketing Segmentation. American Journal of Business Education, 4(6), p. https://www.clutejournals.com/index.php/AJBE/article/view/4359.
Maweu, G. & Yudah, O. A., 2020. Utilization of Social Media Platforms among Information Science Students at University of Kabianga. Journal of Scientific Research, p. 10.4236/oalib.1106090 .
Mutuka, E., 2017. An assessment of Social Media Marketing in enhancing market penetration: The case of admissions at the Copperbelt University. [Online] Available at:
[Accessed 29 March 2022].
Nuseir, M. T., 2020. Is advertising on Social Media effective An empirical study on the growth of advertisements on the Big Four [Facebook, Twitter, Instagram, WhatsApp]. International Journal of Procurement, 13(1), pp. 134-142.
Omnicore, 2022. 63 Facebook Statistics You Need to Know in 2022. [Online] Available at: https://www.omnicoreagency.com/facebook-statistics/ [Accessed 30 March 2022].
Pallant, J., 2001. SPSS survival manual - a step by step guide to data analysis using SPSS for windows (version 10), Buckingham: Buckingham Open University Press .
Simmons, A., 2021. Why is the gender dimension important in research?. Innorenew Journal of Scientific Research, 8(2), pp. 44-67.
Singhal, A., 2020. 11 Successful Higher Education Social Media Marketing Strategies. Falcon, na(na), p. na.
Statista, 2022. Most popular social networks worldwide as of January 2022, ranked by number of monthly active users. [Online] Available at: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ [Accessed 29 March 2022].
Yamane, T. (1967) Statistics, An Introductory Analysis. 2nd edn. New York: Harper and Row.
All Content should be original and unpublished.
