Leveraging student-generated social media data for Higher Education Marketing in Pakistan: A Netnographic Approach to enhance student engagement and branding

Presenter

Hamza Rashid, PhD Scholar, Institute of Business Studies, Kohat University of Science & TechnologyFollow
Aamir Shahzad, PhD Scholar, Institute of Business Studies, Kohat University of Science & Technology
Wisal Ahmad, Professor/ Head of Department (HOD), Institute of Business Studies, Kohat University of Science & Technology

Abstract/Description

This conceptual paper delves into the dynamic realm of higher education marketing in Pakistan, focusing on the utilization of student-generated social media data as a strategic resource. This paper proposes a netnographic approach as a potent means to harness the wealth of insights embedded in online conversations, enabling HEIs to establish deeper connections with students and refine their marketing strategies.

Location

MCS-5, AMAN-CED, Second Floor

Session Theme

2C: Insights from Complex Economic Datasets

Session Type

Parallel Technical Session

Session Discussant

Anwar Hussain, University of Swat, Swat

Start Date

17-11-2023 11:50 AM

End Date

17-11-2023 1:20 PM

Recommended Citation

Rashid, H., Shahzad, A., & Ahmad, W. (2023). Leveraging student-generated social media data for Higher Education Marketing in Pakistan: A Netnographic Approach to enhance student engagement and branding. CBER Conference. Retrieved from https://ir.iba.edu.pk/esdcber/2023/program/25