Strengthening social media capabilities to improve private Islamic higher education marketing performance

Hendra Riofita; Waldana Dimasadra

doi:10.20885/AJIM.vol4.iss2.art3

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Abstract

Purpose – This research is conducted to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance as well as the number of prospective students.
Methodology – The design of this study is a survey. The data processed with SPSS and Amos program are collected from the elements of leaders of Indonesian private Islamic higher education. Multi-stage sampling and simple random methods are applied.
Findings – Digital public relations and digital network empowerment, respectively has a very significant role to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance and as well as the number of prospective students.
Implications – The findings of this research encourage Private Islamic Higher Education to apply both digital public relations and digital network empowerment on social media.
Originality – This research develops digital public relations and digital network empowerment as intervening variables, considering that both digital constructs have the capabilities to realize the marketing-related activities through a collaborative relationship approach required by social media to attract prospective students to join Private Islamic Higher Education.

Keywords

Social media, public relations, networks, marketing performance, higher education

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Riofita, H., & Dimasadra, W. (2022). Strengthening social media capabilities to improve private Islamic higher education marketing performance. Asian Journal of Islamic Management (AJIM), 4(2), 110–125. https://doi.org/10.20885/AJIM.vol4.iss2.art3

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References

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Auliarahman, L., & Sumadi (2020). The effect of social media marketing and religiosity on perceived value and student’s decision in choosing a non-religious program at Islamic higher education. Asian Journal of Islamic Management, 2(2), 82-95. https://doi.org/ 10.1108/AJIM.vol2.iss2.art2
Bagwell, T. (2016). Impact of public relations expenditure on corporate performance of commercial banks in Nigeria. International Journal of Innovative Research & Development, 5(10), 66–73. http://internationaljournalcorner.com/index.php/ijird_ojs/article/view/136547/95670
Bambo, M., Mather, D. R., Stewart, D., & Wallace, M. G. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 273–290. https://doi.org/10.1287/isre.1070.0152
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Chatterji, N., Rameshwar, R., & Kiran, R. (2020). Is university performance embedded in university-industry collaboration, marketization, and information disclosure? Evidence from India. Journal of Marketing for Higher Education, 32(1), 89–112. https://doi.org/10.1080/08841241.2020.1834485
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Constantinides, Efthymios, & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244. https://doi.org/10.1057/palgrave.dddmp.4350098
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Dlouha, J., Handerson, L., Kapitulcinova, D., & Mader, C. (2017). Sustainability-oriented higher education networks: Characteristics and achievements in the context of the UN DESD. Journal of Cleaner Production, 172, 4263-4276. https://doi.org/ 10.1016/j.jclepro.2017.07.239
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Hassani, H. Y. (2017). The impact of public relations practices on the performance of public universities in Ethiopia. African Research Review, 11(1), 136–155. https://www.academia.edu/46684079/The_Impact_of_Public_Relations_Practices_on_the_Performance_of_Public_Universities_in_Ethiopia
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Heerden, G. V, & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare, 24(1), 69–88. https://doi.org/10.36615/jcsa.v24i1.1752
Huang, Y. C., & Hagan, L. M. (2011). The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan. Public Relations Review, 37, 297–304. https://doi.org/10.1016/j.pubrev.2011.03.006
Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social websites. Information Systems, 35, 215–236. https://doi.org/10.1016/j.is.2009.08.003
Kline, R. B. (1998). Software Review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of Psychoeducational Assessment, 16(4), 343–364. https://doi.org/ 10.1177/073428299801600407
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Li, L. X. (2000). An analysis of sources of competitiveness and performance of Chinese manufacturers. International Journal of Operations and Production Management, 20(3), 299–315. https://doi.org/10.1108/01443570010294307
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance assessment: Integrating multiple perspectives. Journal of Business Research, 55(5), 363–375. https://doi.org/10.1016/S0148-2963(00)00162-4
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References

Adiarsi, G. R., Stellarosa, Y., & Silaban, M. W. (2015). Literasi media internet di kalangan mahasiswa. Humaniora, 6(4), 470–482. https://doi.org/10.21512/humaniora.v6i4.3376

Albors, J., Ramos, J. C., & Hervas, J. L. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis, and open source. International Journal of Information Management, 28, 194–202. https://doi.org/10.1016/j.ijinfomgt.2007.09.006

Alfian, F. Y. (2018). Dampak ujian berulang masuk PTN persempit peluang PTS terima calon mahasiswa. Lampost. https://www.lampost.co/berita-dampak-ujian-berulang-masuk-ptn-persempit-peluang-pts-terima-calon-mahasiswa.html

Alalwan, A., A., Rana, N., P., Dwivedi., Y., K., & Alhgarabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34, 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008

Asosiasi Penyelenggara Jasa Internet Indonesia (2022). Profil pengguna internet 2022. Kata Data. https://databoks.katadata.co.id/datapublish/2022/06/10/penetrasi-internet-di-kalangan-remaja-tertinggi-di-indonesia

Auliarahman, L., & Sumadi (2020). The effect of social media marketing and religiosity on perceived value and student’s decision in choosing a non-religious program at Islamic higher education. Asian Journal of Islamic Management, 2(2), 82-95. https://doi.org/ 10.1108/AJIM.vol2.iss2.art2

Bagwell, T. (2016). Impact of public relations expenditure on corporate performance of commercial banks in Nigeria. International Journal of Innovative Research & Development, 5(10), 66–73. http://internationaljournalcorner.com/index.php/ijird_ojs/article/view/136547/95670

Bambo, M., Mather, D. R., Stewart, D., & Wallace, M. G. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 273–290. https://doi.org/10.1287/isre.1070.0152

Best, R. J. (2008). Market-based management: Strategies for growing customer value and profitability (5th Ed.). New Jersey: Pearson College Division.

Boyd, D. (2007). Why youth (heart) social network sites: The role of networked publics in teenage social Life. Cambridge: MIT Press.

Brown, H., & Jane Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176

Chanthinok, K., Ussahawanitchakit, P., & Jhundra-Indra, P. (2015). Social media marketing strategy and marketing performance: Evidence from e-commerce firms in Thailand. AU-GSB E-Journal, 8(1), 32–50. http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/1454

Chatterji, N., Rameshwar, R., & Kiran, R. (2020). Is university performance embedded in university-industry collaboration, marketization, and information disclosure? Evidence from India. Journal of Marketing for Higher Education, 32(1), 89–112. https://doi.org/10.1080/08841241.2020.1834485

Constantinides, E. (2006). The marketing mix revisited: Towards the 21st-century marketing. Journal of Marketing Management, 3/4, 407–438. https://doi.org/ 10.1362/026725706776861190

Constantinides, Efthymios. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/ 10.1016/j.sbspro.2014.07.016

Constantinides, Efthymios, & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244. https://doi.org/10.1057/palgrave.dddmp.4350098

Constantinides, Efthymios, & Stagno, M. C. Z. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593

Dabbagh, N., & Kitsantas, A. (2012). Personal learning environments, social media, and self-regulated learning: A natural formula for connecting formal and informal learning. Internet and Higher Education, 15(1), 3–8. https://doi.org/10.1016/j.iheduc.2011.06.002

Dashboard EMIS PTKI (2022). https://emispendis.kemenag.go.id/ptkidashboard/

De Boer, M., & Bosch, F. A. J., Van D., & Volberda, H. W. (1999). Managing organizational knowledge integration in the emerging multimedia complex. Journal of Management Studies, 36(3), 379–398. https://doi.org/ 10.1111/1467-6486.00141

Dlouha, J., Handerson, L., Kapitulcinova, D., & Mader, C. (2017). Sustainability-oriented higher education networks: Characteristics and achievements in the context of the UN DESD. Journal of Cleaner Production, 172, 4263-4276. https://doi.org/ 10.1016/j.jclepro.2017.07.239

Gibbs, P. (2002). From the invisible hand to the invisible handshake: Marketing higher education. Research in Post-Compulsory Education, 7(3), 325–338. https://doi.org/10.1080/13596740200200134

Graham, F. J., Haidt, J., Koleva, S., Motyl, M., Iyer, R., Wojcik, S. P., Ditto, P. H., Theory, M. F., Graham, J., Haidt, J., Koleva, S., & Motyl, M. (2013). Advances in Experimental Social Psychology, Burlington: Academic Press.

Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ) (2nd Ed.). Los Angeles: SAGE.

Hassani, H. Y. (2017). The impact of public relations practices on the performance of public universities in Ethiopia. African Research Review, 11(1), 136–155. https://www.academia.edu/46684079/The_Impact_of_Public_Relations_Practices_on_the_Performance_of_Public_Universities_in_Ethiopia

Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing 37(7/8), 1041-1064. https://doi.org/10.1108/03090560310477654

Heerden, G. V, & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare, 24(1), 69–88. https://doi.org/10.36615/jcsa.v24i1.1752

Huang, Y. C., & Hagan, L. M. (2011). The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan. Public Relations Review, 37, 297–304. https://doi.org/10.1016/j.pubrev.2011.03.006

Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social websites. Information Systems, 35, 215–236. https://doi.org/10.1016/j.is.2009.08.003

Kline, R. B. (1998). Software Review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of Psychoeducational Assessment, 16(4), 343–364. https://doi.org/ 10.1177/073428299801600407

Krishnan, C. K. P. & M. S. (2008). The new age of innovation. driving co-created value through global networks. New York: McGraw Hill.

Levens, M. (2012). Marketing : Defined, explained, applied (2nd Ed.). Upper Saddle River: Pearson Education.

Li, L. X. (2000). An analysis of sources of competitiveness and performance of Chinese manufacturers. International Journal of Operations and Production Management, 20(3), 299–315. https://doi.org/10.1108/01443570010294307

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits, and systems for marketing performance assessment: Integrating multiple perspectives. Journal of Business Research, 55(5), 363–375. https://doi.org/10.1016/S0148-2963(00)00162-4

Muijs, D., West, M., & Ainscow, M. (2010). Why network? Theoretical perspectives on networking. School Effectiveness and School Improvement, 21(1), 5–26. https://doi.org/10.1080/09243450903569692

Neumann, N., E. (1974). The spiral of silence: A theory of public opinion, Journal of Communication, 24(2), 43-5. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1460-2466.1974.tb00367.x

Nguyen, H. C., Ta, T. T. H., & Nguyen, T. T. H. (2017). Achievements and lessons learned from Vietnam’s higher education quality assurance system after a decade of its establishment. International Journal of Higher Education, 6(2), 153–161. https://doi.org/10.5430/ijhe.v6n2p153

O’Brien, K. (2009). Companies should consider value before jumping into social media. PR Week, 9, March 23.

Parise, S., & Guinan, P. J. (2008). Marketing using web 2.0. The 41st Hawaii international conference on system sciences, January, 1–7. https://doi.org/10.1109/hicss.2008.242

Qureshi, I. H., & Zahoor, S. Z. (2017). Social media marketing and brand equity: A literature review. Journal of Marketing Management, 16(1), 47–64. https://www.researchgate.net/publication/331132272_Social_media_marketing_and_brand_equity_A_Literature_review

Razmerita, L., Kirchner, K., & Nielsen, P. (2016). What factors influence knowledge sharing in organizations? A social dilemma perspective of social media communication. Journal of Knowledge Management, 20(6), 1225–1246. https://doi.org/ 10.1108/jkm-03-2016-0112

Rhea, J.-Y., Widdows, R., Hooker, N., & Montalto, C. (2002). E-consumerism as a tool for empowerment. The Journal of Consumer Education, 19/20, 61–69. http://www.cefe.illinois.edu/jce/archives/2001_2002_vol_19_20/Rha%20et%20at%2020012002.pdf

Riofita, H., & Iqbal, M., A. (2022), Enhancing Islamic higher education image as the halal industry dribing Indonesian halal industries. Journal of Digital Marketing and Halal Industry, 4(1), 77 - 90.https://doi.org/10.21580/jdmhi.2022.4.1.12439

Saravanakumar, & Laksmi, S. (2012). Social media marketing. Life Science Journal, 9(4), 4444–4451. https://www.lifesciencesite.com/lsj/life0904/670_13061life0904_4444_4451.pdf

Schroth, H. (2019). Are you ready for gen z in the workplace? California Management Review, 6(3), 5–18. https://doi.org/10.1177/0008125619841006

Schulz A and Rossler P (2012). The spiral of silence and the internet: selection of online content and the perception of the public opinion climate in computer-mediated communication environments. International Journal of Public Opinion Research, 24(3): 346–367. htpps://doi.org/10.1093/ijpor/eds022

Schütz, S. (2011). Value Co-Creation in Seller-Reseller Relationships: The Participatory Approach to Business Relations. VDM Verlag Dr. Müller.

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Strengthening social media capabilities to improve private Islamic higher education marketing performance

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