The Role of E-marketing Tools in Constructing the Image of a Higher Education Institution

被引：36
|
作者：
Stefko, Robert [1 ]
Fedorko, Richard [1 ]
Bacik, Radovan [1 ]
机构：
[1] Univ Presov Presov, Fac Management, Ul Konstantinova 16, Presov 08001, Slovakia
来源：
PROCEEDINGS OF THE 3RD INTERNATIONAL CONFERENCE ON STRATEGIC INNOVATIVE MARKETING (IC-SIM 2014) | 2015年 / 175卷
关键词：
E-marketing; tools; higher education; image; public relations;
D O I：
10.1016/j.sbspro.2015.01.1220
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The goal of this article is to describe specific aspects regarding the use of e-marketing tools as a factor influencing the perception of the image of a higher education institution among its target groups. The article draws on primary data acquired through surveying respondents with the use of a questionnaire. More specifically, the analysis is based on 400 responses given by students at the Faculty of management - University of Presov in Presov. The crux of the article consists in examining the opinions of the respondents, concentrating on selected website elements such as design, clarity, content quality, inclusion of social elements and on selected e-marketing tools such as a Blog, Microsite, Q&A / FAQ portal, E-mail newsletter, Wiki, Online publications / eBooks, Live chat, and Mobile application. The research results have shown that there is a significant correlation between the perception of the overall image of the faculty and the evaluation of individual elements of the faculty website. The hypothesis that there is a significant correlation between the students' attitude towards the necessity to use new e-marketing tools and the expressed evaluation of the faculty's image has not been confirmed. (C) 2015 The Authors. Published by Elsevier Ltd.
引用
收藏
页码：431 / 438
页数：8
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