The Impacts of Online Communities in the Perspective of Institutional Marketing

Authors

  • Raja Ahmad Iskandar Raja Yaacob Management and Humanities Department, Universiti Teknologi Petronas
  • Wan Satirah Wan Mohd Saman Faculty of Information Management, Universiti Teknologi MARA (UiTM) Selangor, Puncak Perdana Campus, Shah Alam
  • Abdul Mutalib Embong Management and Humanities Department, Universiti Teknologi Petronas
  • Murad Ali Management and Humanities Department, Universiti Teknologi Petronas
  • Mohd Nuri Al Amin Endut Management and Humanities Department, Universiti Teknologi Petronas
  • Abd Ur Rahman Mohamed Amin Management and Humanities Department, Universiti Teknologi Petronas
  • Muhaimin Sulam Management and Humanities Department, Universiti Teknologi Petronas

DOI:

https://doi.org/10.26713/jims.v9i4.1002

Keywords:

Social Media, Social media marketing, Universities, student online communities

Abstract

Social web promotes word-of-mouth communication on products and services. The use of social media in marketing for educational institutions is important, considering that education is a public good and marketing its products or services can enhance their good name and proceeds. Social media sites are basically related to collaboration among communities, community formation, and bridging communities. These communities are interlinked, and a member made comments either favorable or unfavorable on diverse shared posts and play an important role for brand image. In an institution of education, the phenomenon of social media marketing is new and has rarely been taken to inspect. The present research is conducted to inquire the influence of online communities on institutional online marketing. The main objective of the current study is to examine the impact of student online communities on university online promotional activities This study examines the influences of community attachment, community involvement, perceived benefits and perceived cost in order to explore in what way these concepts influence university online marketing or promotional activities Using social exchange theory as theoretical fireworks and based on the data collected from online communities, this study made evident that community attachment and perceived benefits are the significant factors that positively influence community members to support university online promotional activities. Furthermore, study limitations and future directions are also discussed.

Downloads

Download data is not yet available.

Downloads

Published

2017-12-30
CITATION

How to Cite

Yaacob, R. A. I. R., Saman, W. S. W. M., Embong, A. M., Ali, M., Endut, M. N. A. A., Amin, A. U. R. M., & Sulam, M. (2017). The Impacts of Online Communities in the Perspective of Institutional Marketing. Journal of Informatics and Mathematical Sciences, 9(4), 1259–1268. https://doi.org/10.26713/jims.v9i4.1002

Issue

Section

Research Articles