How can higher education institutions attract more students from the Czech Republic and Denmark to participate in an international mobility using social media marketing activities?
Author
Chmelarova, Katerina
Term
4. term
Publication year
2018
Abstract
Det Europæiske Område for Højere Uddannelse (EHEA) fremmer international mobilitet blandt studerende, hvilket gør universiteter mere internationale og giver studerende kulturel indsigt, bedre kommunikation og sprogkundskaber samt større interesse for globale spørgsmål. I en konkurrencesituation bruger universiteter i stigende grad sociale medier i deres markedsføring for at tiltrække internationale studerende. Dette studie undersøger, hvordan sociale medier kan påvirke kommende studerendes beslutninger om udlandsstudier. Metode: Undersøgelsen anvendte et tværsnitsdesign, dvs. data blev indsamlet på ét tidspunkt via en kvantitativ spørgeskemaundersøgelse. I alt indgik 190 brugbare besvarelser i analyserne i SPSS, hvor der blev gennemført multipel lineær regressionsanalyse, en statistisk metode der vurderer, hvordan flere faktorer samlet hænger sammen med en beslutning. Resultater: Analysen viser, at hvor trendy en institutions tilstedeværelse på sociale medier opleves, samt mund-til-mund (anbefalinger fra andre), har en betydelig indflydelse på beslutninger om udlandsstudier. Valg påvirkes også af præferencer for destinationen (land eller by) og for den konkrete institution.
The European Higher Education Area (EHEA) promotes international student mobility, which helps universities become more international and gives students cultural awareness, stronger communication and language skills, and greater interest in global issues. In a competitive environment, universities increasingly use social media in their marketing to attract international students. This study examines how social media can influence prospective students’ decisions to study abroad. Method: A cross-sectional design was used, meaning data were collected at one point in time through a quantitative survey. In total, 190 usable responses were analyzed in SPSS using multiple linear regression, a statistical method that estimates how several factors together relate to a decision. Findings: The analysis shows that the perceived trendiness of a university’s social media and word of mouth (recommendations from peers and others) significantly influence study-abroad decisions. Students’ choices are also shaped by destination preferences (the country or city) and by the specific institution they consider.
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