HOW TO ENGAGE STUDENTS IN YOUR MBA PROGRAM? UNIVERSITY MARKETING VIA SOCIAL NETWORKING SITES

The primary objective of this study is to explore the utilization of two most popular Social Networking Sites (SNS), Facebook and Twitter, in university marketing strategies among top U. S. business schools offering International MBA (i-MBA). In order to gain better understanding on how these organizations effectively and efficiently connect and communicate with their present and future students, Website content analysis is performed. The coding categories include the frequency of SNS interactive tools, such as university profiles, security features, networking features, search engine, help/support, and legitimate friend focus. Perceptual differences in terms of innovation and creative appeals were also examined. Both dichotomous and semantic differential scales are used to capture the frequency and impressions on SNS-based communications by top US universities. The results show that top US universities are active users of SNS who skillfully combine persuasive tools and emotional appeals.