Skip to main content

Radicalising the marketing of higher education: learning from student-generated social media data.

Bolat, E. and O'Sullivan, H., 2017. Radicalising the marketing of higher education: learning from student-generated social media data. Journal of Marketing Management, 33 (9-10), 742-763.

Full text available as:

3TIWISrevisionauthor.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


Official URL:

DOI: 10.1080/0267257X.2017.1328458


The social media landscape creates opportunities for higher education institutions (HEIs) to amplify psychological engagement with students and to increase influence impressions by following student(s)-to-student(s) conversations and stories. Evidence of understanding how HEIs can utilise student-generated social media data for HE marketing and branding purposes is underexplored. This paper adopts a netnographic research method to illustrate how social media artefacts, such as the ‘This Is Where I Study’ (TIWIS) Facebook page, created by students in the form of dialogues and content, can be analysed by HEIs to listen, engage further and influence students’ impressions. TIWIS illustrates that students’ engagement with social media platforms such as Facebook is dynamic in nature. It comprises behavioural expressions (manifestations and actions such as likes and shares as well opinion comments) and individuals’ experiences (subjective in nature stories and comments of personal experiences and views). Hence, netnographic analysis allows capturing actual behaviours via longitudinal ‘big data’ sets and support HEIs in proactive branding. Analysis of social media data demonstrates the value of encouraging and making accessible authentic conversations in order to create student-centred content.

Item Type:Article
Additional Information:Academy of Marketing Annual Conference 2016 – Radical Marketing. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 9 July 2017, available online:[Article DOI].
Uncontrolled Keywords:marketing of higher education ; social media marketing ; netnographic study ; social media listening
Group:Bournemouth University Business School
ID Code:29125
Deposited By: Symplectic RT2
Deposited On:28 Apr 2017 15:17
Last Modified:14 Mar 2022 14:04


Downloads per month over past year

More statistics for this item...
Repository Staff Only -