Social networks as information channel for attraction of foreign students
2015
Sloka, B., University of Latvia, Riga (Latvia) | Dimants, J., University of Latvia, Riga (Latvia) | Vidruska, R., University of Latvia, Riga (Latvia) | Ambrena, M., University of Latvia, Riga (Latvia)
Increase of international competition for qualified young persons to attract them for higher education is on everyday activities agenda for many higher education establishments worldwide as well as research topic for academic researchers. Development of information technologies and their possibilities are used also by successful higher education establishments to attract students including students from foreign countries. In more and more cases, social networks are the first information source about dream higher education study programmes and later followed by more detailed information on webpage and other information sources. The aim of this paper is to analyse current developments of social network use for higher education marketing in foreign markets. Tasks of the research: update recent scientific findings in social media application for attraction of prospective students; find statistical data on recent situation in the country related to foreign students in HEI; update the expert views on information on higher education institutions in social networks; make comparisons of gateway websites for prospective foreign students based on different criteria. Methods used in the research: analysis of scientific literature, analysis of information in social networks related to higher education marketing in foreign markets, in – depth interviews with foreign relation specialists in higher education institutions, expert survey of public relation specialists and information technology specialists. For most of the evaluations of social network applications and statements in the survey were used evaluations in scale 1 – 10. The research results have indicated that a lot can be done to provide reasonable information about the higher education in Latvia and use recent technology and marketing solutions to attract foreign students.
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