ISSN(Print):   2664-0422 - ISSN(Online):   2664-0430 - ISSN-L:   2664-0422
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PAKISTAN SOCIAL SCIENCES REVIEW (PSSR)

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RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.

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How to Cite

Management of Social Media Marketing by Higher Education Institutes

Abstract

This study has focused towards identification of important management dimensions related to Social Media (SM) marketing in the context of Higher Education Institutes (HEIs). The findings of study have highlighted current execution strategies of selected HEIs across various management dimensions of SM. Due to exploratory nature of this research; primary data was collected through fifteen in-depth interviews from those responsible for management of SM. The results have shown nine critical management dimensions of SM marketing including Selection of SM Platform, Defining Target Audience, Building SM Team, Defining SM Policy, Setting SM Objectives, Content Creation, Performance Measurement, Reporting and Managing Feedback. The universities in Pakistan have displayed a varied execution strategy across the identified dimensions with different focus level. This study has provided HEIs important insight regarding SM management to strategize SM based marketing communication. It has also added to the missing literature regarding SM management in the context of HEIs.

Authors

  • Dr. Muhammad Awais Mehmood
  • Assistant Professor, Bahria Business School, Bahria University, Islamabad, Pakistan
  • Dr. Qaiser Rashid Janjua
  • Assistant Professor, Air University School of Management, Air University, Islamabad, Pakistan
  • Dr. M. Ali Saeed
  • Associate Professor, Bahria Business School, Bahria University, Islamabad, Pakistan

Keywords

Higher Education Institutes, Marketing Communication, Social Media Dimensions, Social Media Management

DOI Number

10.35484/pssr.2021(5-IV)07

DOI Link

http://doi.org/10.35484/pssr.2021(5-IV)07

Page Nos

88-104

Volume & Issue

v5-4

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Pakistan Social Sciences Review (PSSR), Developed by M. Yaseen

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