Social Media Engagement and Chinese International Student Recruitment: Understanding How UK HEIs Use Weibo and WeChat

Autor/in	Zhu, Yimei
Titel	Social Media Engagement and Chinese International Student Recruitment: Understanding How UK HEIs Use Weibo and WeChat
Quelle	In: Journal of Marketing for Higher Education, 29 (2019) 2, S.173-190 (18 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2019.1633003
Schlagwörter	Longitudinal Studies; Social Media; Marketing; Higher Education; Foreign Countries; Reputation; Users (Information); Student Recruitment; Foreign Students; College Students; Intercultural Communication; Correlation; Student Records; Strategic Planning; Trust (Psychology); United Kingdom (England); China + Suchen Sie Ihr Suchwort? Longitudinal study; Longitudinal method; Longitudinal methods; Längsschnittuntersuchung; Soziale Medien; Hochschulbildung; Hochschulsystem; Hochschulwesen; Ausland; Benutzerprofil; Nutzer; Collegestudent; Interkulturelle Kommunikation; Korrelation; Schülerakte; Strategy; Planning; Strategie; Planung
Abstract	Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student data and university ranking data from secondary sources. The analysis demonstrates a positive association between HEIs' social media engagement and increase in Chinese student numbers studying at those institutions, after taking into account of university reputation. This study identifies effective social media strategies to gain popularity with Chinese users. Interaction and public replies to followers may generate trust and electronic word-of-mouth to attract more users to follow HEIs' social media accounts. The findings contribute to the knowledge in the field of higher education research in relation to cross-cultural communication and social media marketing. (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01