Facebook como herramienta de marketing/comunicación para la atracción de estudiantes internacionales: un análisis de Chile y España

• José Luis Meza Orellana ^[1]
  1. [1] Universidad de Valparaíso

     Universidad de Valparaíso

     Valparaíso, Chile

     
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, ISSN-e 2386-3978, Nº. 21, 2015, págs. 55-77
• Idioma: español
• DOI: 10.31921/doxacom.n21a3
• Títulos paralelos:
  • Facebook as a marketing/communication tool for international students attraction: an analysis of Chile and Spain
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Este trabajo analiza el uso de Facebook como herramienta de marketing internacional en universidades de Chile y España. Se estudió el 93% de las universidades de ambos países mediante el método de análisis de contenido. Los resultados muestran que el uso de Páginas de Facebook corresponde, en su mayoría, a universidades con mayor matrícula internacional. Hay una relación directa entre la cantidad de estudiantes extranjeros y el uso de Fanpage como canal de comunicación de marketing. Por el contrario, los mejores desempeños corresponden a universidades con menos extranjeros. Existe una relación inversa entre el desempeño en esas páginas y la cantidad de estudiantes extranjeros, pero directa, entre el número de estudiantes y la presencia en Facebook mediante Fan Page.

  • English

    This paper aim to analyze the use of Facebook as a tool of international marketing in Chilean and Spanish universities. The study cover 93% of universities in both countries, and using the content analysis method, we can establish that the use of Fan Pages is mainly related to universities with higher number of international student enrolled. There is a direct relation between the enrollment of international students and the use of Facebook as an international marketing communication tool. On the contrary, Universities with less international enrollment seems to have better performances. There is an inverse relation between the Fan Page performance and the number of international students, and a direct one between the number of international students and the use of Fan Pages, as a way to be present in Facebook.

• Referencias bibliográficas
  • Alzamel, S. (2014): "Factors that Infiuence Student Satisfaction with International Programs in Institutions of Higher Le­ arning: A Proposed...
  • Beine, M., Noel,R., y Ragot, L. (2014): "Determinants of the international mobility of students';&onomies of Education Re­ view,...
  • Boyd, D. M., y Ellison, N. B. (2007): "Social network sites: Definition, history, and scholarship", Joumal of Computer-Me­ diated...
  • Burson-Marsteller (2012): Global Social Media Check Up2012 Presentation, http://V\•,.vw.burson-marsteller.com/ social/Do­ cuments/Burson-Marsteller...
  • Carpenter, C., y Drezner, D. W. (2010): "International Relations 2.0: The implications of new media for an old profession", International...
  • Chapleo, C., Carrillo, M., y Castillo, A (2011):"Do UK universities communicate their brands effectively through their web­ sites?",Joumal...
  • Colliander, J. (2012): Socially Acceptable? Exploring Consumer Responses to Marketing in Social Media. Estocolmo: Sto­ cholm School of Economics,...
  • Djerasimovic, S. (2014): "Examining the discourses of cross-cultural communication in transnational higher education: from imposition...
  • Facebook. (2015): Conceptos básicos de las páginas, https://wwwJacebook.com/he lp/281592001947683/, [consultado el 07/01/2015].
  • Fagerstrnm, A., y Ghinea, G. (2013): "Co-creation of value in higher education: using social network marketing in the re­ cruitment of...
  • Gacel-Ávila, J. (2012): Comprehensive Internationalisation in Latin America, Higher Education Policy, n. 25(4), pp. 493510. doi:10.1057/hep.2012.9
  • Gobierno de Chile. (2014a): Directorio Instituciones de !3ducación S uperior. http:11divesup.cl/index2.php?id portal=38& id seccion=3250&id...
  • Gobierno de Chile. (2014b): División de Ed ucación Superior, http:/ /divesup.cl/index2.php?id portal=38&id sec­ cion=3250&id...
  • Gobierno de España. (2014): Las cifras de la ed ucación en España. Curso 2011 -2012 (Edición 2014), http:11www.mecd. gob. es Iservicios-a...
  • Gobierno de España. (2015): Universidades de España, http:/ /www.mecd.gob.es/educacion-mecd/areas­ educacion/universidades/ educacion-superior-universitaria/...
  • González, C. R., Mesanza, R. B., y Mariel, P. (2011): "The determinants of international student mobility fiows: An empiri­ cal study...
  • González-molina, S., y Ramos, F. (2014): "Las redes sociales en el ámbito periodístico:¿ cómo usan los medios europeos de referencia sus...
  • Gordan, C., y Pop, M. (2013): "Incorporating Market Orientation in Highier Education Institutions",Annals of the Univer­ sity of Oradea,...
  • Gronroos, C. (2008): "Service logic revisited: who creates value? And who co-creates?", European Business Review, n. 20(4), pp. 298-314....
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy,A., y Skiera, B. (2010): "The Impact of New Media...
  • Hollis, N. (2014): The value of a social mediafan, http:/ /www. millwardbrovm.com /global-navigation/blogs/post/mb­ blog/2011/04/04/The-value-of-a-social-media-Fan.aspx,...
  • Kaplan, R. S., y Norton, D. P. (2007): "Using the balanced scorecard as a strategic management system", Harvard Business Review, n....
  • Kaushik, A. (201O): Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.Indianapolis: John Wiley &...
  • Knight, J. (2013): "Education hubs: international, regional and local dimensions of scale and scope," Comparative &luca­ tion,...
  • Lee, D., Hosanagar, K, y Nair, H. S. (2014): The Effect of Social Media Marketing Contentan Consumer Engagement: Evidence from Facebook, ISIS...
  • Llewellyn-Smith , C., y McCabe, V. S. (2008): "What is the attraction for exchange students: The host destination or host university?...
  • Maringe, R, y Carter, S. (2007): "International students' motivations for studying in UK HE: insights into the choiceand de­ cision...
  • Mashable Social Media. (2011): How Non-Profits Are Using Social Media, http://mashable.com/2011/10/14/ how-non­ profits-use-socia l-media/,...
  • Mazzarol,T.,y Soutar, G. N. (2002): "Push-pull' factors intluencing international student destination choice'; Intematio­ nal...
  • Moogan, Y. J., Baron, S., y Harris, K. (1999): "Decision-Making Behaviour of Potential Higher Education Students", Higher Ed ucation...
  • Murdough, C. (2010): "Social media measurement ;lt's not impossible",Joumal of Interactive Ad vertising, n. 10(1), pp. 9499.
  • O'Connor, L.,y Lundstrom, K. (2011):"The Impact of Social Marketing Strategies on the lnformation Seeking Behaviors of College Students",...
  • Pinto, M., Guerrero Quesada, D.,y GraneU,X. (2014): "Dissemination of infarmation and visibility of the European Higher EducationArea...
  • Reina, J., Fernández, l., y Noguer, Á. (2012): "El uso de las redes sociales en las universidades andaluzas: el caso de Face­ book y Twitter",...
  • Ross, M., Grace, D., y Shao, W. (2012): "Come on higher ed ... get with the programme! A study of market orientation in in­ ternationa...
  • Souto-Otero, M., Huisman, J., Beerkens, M., de Wit, H., Vujié, S., y VujiC, S. (2013): "Barriers to international student mo­ bility :Evidence...
  • Thune, T., y Welle-Strand, A (2005): "ICT far and in internationalization processes: A business school case study", Higher Education,...
  • Tofallis, C. (2012): "A different approach to university rankings", Higher Education, n. 63(1), pp. 1-18. doi:10.1007/sl07340ll-9417-z
  • Tomse, D., y Snoj, B. (2014): "Marketing Communication on Social Networks -Solution in the Times of Crisis", Marketing, n. 45(2),...
  • Wallace, E., Buil, l., de Chernatony, L., y Hagan, M. (2014): "Who "likes" you ...and why? A typology of facebook fans: From "fan"-atics...
  • Wei, H. (2012): "An empirical study on the determinants of international student mobility: a global perspective", Higher Edu­ cation,...
  • Wilcox, G. B., y Kim, K. K (2012): "Multivariate Time Series Use far the Measurement of Social Media Effects", Marketing Management...
  • Wilcox, G. B., y Kim, K. K (2013): "Measurement of social media effects: Social media performance model",American Aca­ demy of Ad...
  • Wilkins, S., Balakrishnan, M. S., y Huisman, J. (2012): "Student choice in higher education: Motivations far choosing to study at an internationa...