Authors :
Dr. Francis Mukosa
Volume/Issue :
Volume 7 - 2022, Issue 9 - September
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3s6XA65
DOI :
https://doi.org/10.5281/zenodo.7223120
Abstract :
The education sector in Zambia has
experienced higher increase in both private and public
institutions. The implication of this is that markets are
shrinking causing price discovery. The increased
competition and shrinking of markets cause Higher
Education Institutions (HEIs), to innovate ways of
maintaining or increasing their competitive advantage.
The 4th Industrial revolution propounded by Klaus
Schwab in 2016 predicted a shift from traditional and
physical marketing strategies to technology based
competitive business wars. Social media has become one
of the most influential marketing tools in the 21st century
with highly developed interactive platforms helping
institutions to expand markets and increase revenue. The
challenges that have most HEIs have faced is that they
have had no means to measure investment in social media
marketing and have had no well-developed model for
marketing their institutions on social media.
This article is based on the findings from the
author’s Doctorial report based on empirical evidence
from selected HEIs where data was collected to build a
robust model for marketing HEIs on social media. The
research found that there was a mismatch between social
media platforms that HEIs were using and those popular
with enrolled students. This research is a mixed research
based on a post-positivism philosophy with both inductive
and deductive approaches. The article is based on findings
from 321 responses that were part the targeted 395
samples according to Yamane’s sample calculations. The
article discusses two models developed by the author as
part of their doctoral dissertation at ZCAS University.
Literature sources have been drawn from various journal
papers and reports specifically from the Higher
Education Authority. The findings show that HEIs should
adopt the models developed and proposed by this author
if they are to succeed in their social media marketing
campaigns.
Keywords :
Education, Social media, Marketing, Platforms, Model, Facebook.
The education sector in Zambia has
experienced higher increase in both private and public
institutions. The implication of this is that markets are
shrinking causing price discovery. The increased
competition and shrinking of markets cause Higher
Education Institutions (HEIs), to innovate ways of
maintaining or increasing their competitive advantage.
The 4th Industrial revolution propounded by Klaus
Schwab in 2016 predicted a shift from traditional and
physical marketing strategies to technology based
competitive business wars. Social media has become one
of the most influential marketing tools in the 21st century
with highly developed interactive platforms helping
institutions to expand markets and increase revenue. The
challenges that have most HEIs have faced is that they
have had no means to measure investment in social media
marketing and have had no well-developed model for
marketing their institutions on social media.
This article is based on the findings from the
author’s Doctorial report based on empirical evidence
from selected HEIs where data was collected to build a
robust model for marketing HEIs on social media. The
research found that there was a mismatch between social
media platforms that HEIs were using and those popular
with enrolled students. This research is a mixed research
based on a post-positivism philosophy with both inductive
and deductive approaches. The article is based on findings
from 321 responses that were part the targeted 395
samples according to Yamane’s sample calculations. The
article discusses two models developed by the author as
part of their doctoral dissertation at ZCAS University.
Literature sources have been drawn from various journal
papers and reports specifically from the Higher
Education Authority. The findings show that HEIs should
adopt the models developed and proposed by this author
if they are to succeed in their social media marketing
campaigns.
Keywords :
Education, Social media, Marketing, Platforms, Model, Facebook.
