Authors :
Francis Mukosa; Dr. Serah Beza Mbewe; Dr. Kelvin Mukolo Kayombo
Volume/Issue :
Volume 7 - 2022, Issue 4 - April
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3vSskcx
DOI :
https://doi.org/10.5281/zenodo.6508833
Abstract :
Social Media Marketing is the use of internet
technologies based on Web 2.0 to create relationships
between businesses and customers. In the education
sector in Zambia higher education institutions have
adopted Social Media as part of their integrated
marketing strategies. Research findings indicate that
most literature in Zambia on Social Media has focused
on the use of Social Media as a teaching aid and not
necessarily as a marketing tool. In countries such as the
USA and Australia Social Media has increased revenue
for educational institutions and enhanced marketing
performance for those institutions. The question of how
effective Social Media Marketing is for marketing higher
education institutions in Zambia is an interesting area of
research. This research is a literature review that
gathers facts from literature findings of scientific
publications and from existing data on Social Media
analytical platforms. The findings show that higher
education institutions in Zambia need to develop a model
for Social Media Marketing for them to enhance their
marketing performance.
Keywords :
Social Media; marketing; institution; engagement; revenue
Social Media Marketing is the use of internet
technologies based on Web 2.0 to create relationships
between businesses and customers. In the education
sector in Zambia higher education institutions have
adopted Social Media as part of their integrated
marketing strategies. Research findings indicate that
most literature in Zambia on Social Media has focused
on the use of Social Media as a teaching aid and not
necessarily as a marketing tool. In countries such as the
USA and Australia Social Media has increased revenue
for educational institutions and enhanced marketing
performance for those institutions. The question of how
effective Social Media Marketing is for marketing higher
education institutions in Zambia is an interesting area of
research. This research is a literature review that
gathers facts from literature findings of scientific
publications and from existing data on Social Media
analytical platforms. The findings show that higher
education institutions in Zambia need to develop a model
for Social Media Marketing for them to enhance their
marketing performance.
Keywords :
Social Media; marketing; institution; engagement; revenue
