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The impact of social media on international student recruitment: the case of Lebanon
Journal of International Education in Business Pub Date : 2018-05-08 , DOI: 10.1108/jieb-05-2017-0020
Demetris Vrontis , Sam El Nemar , Ammar Ouwaida , S.M. Riad Shams

The purpose of this study is to understand and accentuate the value of social media in international student recruitment in Lebanese higher education institutions (HEIs). This study analyses the significance of social media and the changes occurring in the means of communicating with the potential international students, with an aim to understand how the HEIs could adapt with the changes to implement a model of engagement to include social media as a fundamental constituent of the Lebanese HEIs’ international student recruitment strategy.,The researchers carried out a study through quantitative descriptive approach by using a probabilistic simple random sample and a self-administered questionnaire on 230 international students from several universities and colleges in Lebanon as a data collection method.,The findings demonstrated a certain level of engagement in social media networks from the part of the students during their search for college or university and course information. Research showed that international students still prefer the traditional sources, apart from social media, during their search. Among traditional media sources, friend, family and university website were the highest in ranking. Among social media sources, Facebook, Instagram, Google+ and YouTube showed the highest ranks. Most students have, indeed, contacted a friend or a university staff for university course information by using social media sites.,For managerial practice, this is an incentive for institutions of higher education to re-evaluate and assess the effective impact of social media on the recruitment of international students and to regulate their social media marketing strategies. For research in international education, the insights of this study are useful to explore further research avenues in the area of capacity building for business innovation, marketing and quality assurance in higher education in the cross-cultural context.,This study offers insights on the implications of social media for international student recruitment strategies in a particular Lebanese context of HEIs.

中文翻译:

社交媒体对国际学生招生的影响:黎巴嫩的情况

这项研究的目的是了解和强调社交媒体在黎巴嫩高等教育机构(HEIs)招募国际学生中的价值。这项研究分析了社交媒体的重要性以及与潜在国际学生交流的方式中发生的变化,目的是了解高校如何适应变化,以实现将社交媒体作为基本组成部分的参与模式黎巴嫩高校国际留学生招募策略的研究。研究人员通过使用概率简单随机样本和自行管理的问卷对来自黎巴嫩几所大学的230名国际学生的数据描述方法进行了定量描述研究。 。,调查结果表明,部分学生在搜索大学或课程信息时参与了社交媒体网络。研究表明,国际学生在搜索过程中,除社交媒体外,仍然偏爱传统资源。在传统媒体来源中,朋友,家人和大学网站的排名最高。在社交媒体来源中,Facebook,Instagram,Google +和YouTube排名最高。实际上,大多数学生已经通过社交媒体网站与朋友或大学工作人员联系以获取大学课程信息。这激励着高等教育机构重新评估和评估社交媒体对招收国际学生的有效影响,并规范其社交媒体营销策略。对于国际教育方面的研究,本研究的见识对于探索跨文化背景下的企业业务创新,市场营销和高等教育质量保证领域的能力建设方面的进一步研究途径很有用。社交媒体,以针对特定的黎巴嫩高校背景下的国际学生招募策略。
更新日期:2018-05-08
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