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Social Networking Sites for University Search and Selection

机译：用于大学搜索和选择的社交网站

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摘要

The potential power and implications of using social media to reach an enormous audience has been recognised as well as the technological habits of prospective students today. However, many universities are not leveraging on this media tool beneficially as part of their marketing tools. This research provides an analysis and evaluation of the use of social networking sites for university search and selection. The research investigates the current issues related to the information sources used by students for selecting a higher education institution. The research conducted a content analysis from a sample of business and marketing sciences research published in refereed journals from 2000 to 2013. The findings show that the use of social networking sites for university search and selection among prospective students is growing in importance. The reason for the popularity of these sites is that they can supply information from three different sources: direct information from the university, trusted information from social networking or reference groups (friends, peers, current/former students, alumni), and real time, on-line information from university websites. The research found the future for universities to promote their programs and events through social networks is worthwhile as they are already popular and well established among stakeholders. Keywords: Social networking sites (SNSs), university, search, selection
机译：人们已经认识到使用社交媒体吸引大量受众的潜在力量和含义，以及当今准学生的技术习惯。但是，许多大学并未将其媒体工具有效地用作其营销工具的一部分。这项研究提供了对社交网站用于大学搜索和选择的分析和评估。该研究调查了与学生用于选择高等教育机构的信息源相关的当前问题。这项研究从2000年至2013年在相关期刊上发表的商业和营销科学研究样本中进行了内容分析。研究结果表明，使用社交网站进行大学搜索和选择潜在学生的重要性越来越高。这些网站之所以受欢迎，是因为它们可以提供来自三种不同来源的信息：来自大学的直接信息，来自社交网络或参考群体（朋友，同龄人，在校生/前校友，校友）的可信赖信息以及实时，大学网站上的在线信息。研究发现，大学通过社交网络推广其计划和活动的未来是值得的，因为它们已经在利益相关者中广受欢迎并建立了良好的基础。关键字：社交网站（SNS），大学，搜索，选择

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