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Understanding the role of social media on prospective local and international students’ selection of university

Universities globally utilise social media platforms to disseminate information to prospective students. However there's a scarcity of research regarding the role of social media in promoting universities as international education hubs, especially in Asia. This study aims to investigate the im...

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Main Authors: Tengku Elena Tengku Mahamad,, Melina Mahpuz,, Baby Anusha Nur Mohamed Thaheer,, Saraswati, Girindra Putri Dewi, Burhanudin, Muhamad, Setyadharma, Andryan
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/23738/1/117-127%2070611-245774-1-PB.pdf
http://journalarticle.ukm.my/23738/
https://ejournal.ukm.my/ebangi/index
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spelling my-ukm.journal.237382024-07-09T00:46:51Z http://journalarticle.ukm.my/23738/ Understanding the role of social media on prospective local and international students’ selection of university Tengku Elena Tengku Mahamad, Melina Mahpuz, Baby Anusha Nur Mohamed Thaheer, Saraswati, Girindra Putri Dewi Burhanudin, Muhamad Setyadharma, Andryan Universities globally utilise social media platforms to disseminate information to prospective students. However there's a scarcity of research regarding the role of social media in promoting universities as international education hubs, especially in Asia. This study aims to investigate the impact of social media in promoting Asian universities, focusing on the preferences and behaviours of prospective undergraduate students from Malaysia and Indonesia. A qualitative research approach was employed, involving the recruitment of 12 undergraduate students from both countries. Data collection was conducted through online, in-depth, and semi-structured interviews. The majority of participants rely on social media platforms to gather information about potential universities and courses, citing ease of navigation and appeal compared to traditional websites and other platforms. However, universities demonstrate a lack of engagement with users, hindering the acquisition of comprehensive information about the institution. These findings offer valuable insights for universities to understand the information and social media elements that prospective students commonly seek on social media platforms. Additionally, they provide guidance on effective strategies for engaging with and recruiting students. Ultimately, this research may assist universities in better promoting themselves as international education institutions, particularly in the Asian context. Penerbit Universiti Kebangsaan Malaysia 2024-05 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23738/1/117-127%2070611-245774-1-PB.pdf Tengku Elena Tengku Mahamad, and Melina Mahpuz, and Baby Anusha Nur Mohamed Thaheer, and Saraswati, Girindra Putri Dewi and Burhanudin, Muhamad and Setyadharma, Andryan (2024) Understanding the role of social media on prospective local and international students’ selection of university. e-Bangi Journal of Social Sciences and Humanities, 21 (2). pp. 117-127. ISSN 1823-884x https://ejournal.ukm.my/ebangi/index
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Universities globally utilise social media platforms to disseminate information to prospective students. However there's a scarcity of research regarding the role of social media in promoting universities as international education hubs, especially in Asia. This study aims to investigate the impact of social media in promoting Asian universities, focusing on the preferences and behaviours of prospective undergraduate students from Malaysia and Indonesia. A qualitative research approach was employed, involving the recruitment of 12 undergraduate students from both countries. Data collection was conducted through online, in-depth, and semi-structured interviews. The majority of participants rely on social media platforms to gather information about potential universities and courses, citing ease of navigation and appeal compared to traditional websites and other platforms. However, universities demonstrate a lack of engagement with users, hindering the acquisition of comprehensive information about the institution. These findings offer valuable insights for universities to understand the information and social media elements that prospective students commonly seek on social media platforms. Additionally, they provide guidance on effective strategies for engaging with and recruiting students. Ultimately, this research may assist universities in better promoting themselves as international education institutions, particularly in the Asian context.
format Article
author Tengku Elena Tengku Mahamad,
Melina Mahpuz,
Baby Anusha Nur Mohamed Thaheer,
Saraswati, Girindra Putri Dewi
Burhanudin, Muhamad
Setyadharma, Andryan
spellingShingle Tengku Elena Tengku Mahamad,
Melina Mahpuz,
Baby Anusha Nur Mohamed Thaheer,
Saraswati, Girindra Putri Dewi
Burhanudin, Muhamad
Setyadharma, Andryan
Understanding the role of social media on prospective local and international students’ selection of university
author_facet Tengku Elena Tengku Mahamad,
Melina Mahpuz,
Baby Anusha Nur Mohamed Thaheer,
Saraswati, Girindra Putri Dewi
Burhanudin, Muhamad
Setyadharma, Andryan
author_sort Tengku Elena Tengku Mahamad,
title Understanding the role of social media on prospective local and international students’ selection of university
title_short Understanding the role of social media on prospective local and international students’ selection of university
title_full Understanding the role of social media on prospective local and international students’ selection of university
title_fullStr Understanding the role of social media on prospective local and international students’ selection of university
title_full_unstemmed Understanding the role of social media on prospective local and international students’ selection of university
title_sort understanding the role of social media on prospective local and international students’ selection of university
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/23738/1/117-127%2070611-245774-1-PB.pdf
http://journalarticle.ukm.my/23738/
https://ejournal.ukm.my/ebangi/index
_version_ 1804066018680635392
score 13.211869

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