Analysis of Using Social Networks in Promoting University Educational Services
https://doi.org/10.51176/1997-9967-2023-2-107-122
Abstract
The article is devoted to studying the promotion of university educational services in the digital environment and developing recommendations for increasing the effectiveness of this area of their marketing activities. A review of the literature and the use of general and unique methods of scientific cognition made it possible to clarify the role of Internet tools in the communication patterns of a modern university and determine groups of external and internal target audiences. It has been established that the primary means of university digital media communication are the website and social networks. An analysis of the digital profiles of universities on websites made it possible to identify shortcomings related to both the content and the technical side: problems with updating and duplicating information, non-compliance with the sequence of stages of the sales funnel, restrictions on access to information, difficulty in navigation, and lack of mobile versions. Audit and content analysis of university social networks were conducted using quantitative and qualitative indicators. Quantitative analysis revealed the most significant demand for such platforms as Instagram and Facebook. The quality of using social networks as promotion tools is reduced due to the lack of corporate identity and poor consideration of the interests and needs of the target audience. The authors compiled SWOT-analysis of strengths and weaknesses, opportunities and threats of Internet resources of Kazakhstan universities and proposed stages, structure and content of the strategy for promoting university educational services in the digital environment.
About the Authors
G. A. KonopyanovaRussian Federation
Galina A. Konopyanova – Cand. Sc. (Econ.), Professor
76 Gorky Str., 070000, Ust-Kamenogorsk
Zh. Y. Baikenov
Kazakhstan
Zhassulan Y. Baikenov – PhD
76 Gorky Str., 070000, Ust-Kamenogorsk
A. A. Mambetkaziyev
Kazakhstan
Aidar A. Mambetkaziyev – PhD
76 Gorky Str., 070000, Ust-Kamenogorsk
Z. S. Mukhambetova
Kazakhstan
Zamira S. Mukhambetova – Cand. Sc. (Econ.), Acting Professor, department of economics
62 Zhenis Ave., 010011, Astana
References
1. Buturlin, N. S., Ozhegova, A. P., & Lomovtseva, N. V. (2018). Aspects of using social networks in educational process, 28–32. Available: https://elar.rsvpu.ru/handle/123456789/23653 (In Russ.)
2. Guidelines for education quality assurance (2022). [cited January 23, 2023]. Available: https://online.zakon.kz/Document/?doc_id=37431780&pos=5;-106#pos=5;-106 (In Russ.)
3. Gureyeva, А. N. (2021). Conceptual and theoretical foundations of studying social and political values of modern Russian youth in social media discourse. Mediascope, 3. https://doi.org/10.30547/mediascope.3.2021.6 (In Russ.)
4. Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. International Journal on Media Management, 17(4), 197-199. https://doi.org/10.1080/14241277.2015.1120 014
5. Karpova, G. G., Shulga, T. E. & Rudnikova, I. N. (2015). Mechanisms of assessment of university Internet activity. Economic and humanitarian sciences, 11(286), 3-13. https://rucont.ru/efd/483346 (In Russ.)
6. Korchagova, L. A. (2019). Analysis of university promotion in social media. «Economics. Management, Law, Series, 1, 31-43. https://doi.org/10.28995/2073-6304-2019-1-31-43 (In Russ.)
7. Kulikova, E. S. (2020). The concept of “digital marketing”: literature review. Moscow journal of economics, 10, 488-494. (In Russ.)
8. Medvedeva, E. A. & Vodaturskaya, Y. R. (2013). Assessment of effectiveness of university promotion in social networks. Society: politics, economics, law, 4, 96-101. (In Russ.)
9. Mobile Internet in Kazakhstan: audience size and most popular sites and applications. [cited February 23, 2023]. Available: https://tribune.kz/ mobilnyj-internet-v-kazahstane-kolichestvo-auditoriisamye-populyarnye-sajty-i-prilozheniya/ (In Russ.)
10. Moskovkin, V. M. & Yavey, L. (2019). Foreign-language websites and social media networks of universities: Factors for increasing their competitiveness. Sociology and management, 5(1), 109–123. https://doi.org/10.18413/2408-9338-2019-5-1-0-9 (In Russ.)
11. MSHE RK (2023). Ministry of Science and Higher Education of the Republic of Kazakhstan. [cited January 23, 2023]. Available: https://www.gov.kz/memleket/entities/sci/activities/272?lang=ru (In Russ.)
12. Nassakayeva, B. E. (2021). Opportunities for development of Internet marketing in the Republic of Kazakhstan. Practical marketing, 5, 22-29. (In Russ.)
13. National ranking of leading universities of Kazakhstan (2022). [cited January 23, 2023]. Available: https://iqaa-ranking.kz/rejting-vuzov/rejting-vuzovkazakhstana-2022/rejting-veb-sajtov-kazakhstanskikhvuzov/metodologiya (In Russ.)
14. Rules for granting scholarships for undergraduate and graduate studies (2008). [updated October 26, 2022; cited January 23, 2023]. Available: https://adilet.zan.kz/rus/docs/P080000058_
15. Rules for the Allocation of Places in Dormitories (2016). [updated December 30, 2020; cited January 23, 2023]. Available: https://adilet.zan.kz/rus/docs/V1600013487
16. Standardized rules for enrollment to the university (2018). [updated December 15, 2022; cited January 20, 2023]. Available: https://adilet.zan.kz/rus/docs/V1800017650
17. Standardized rules for operation of institutions of higher and postgraduate education (2018). [updated November 18, 2022; cited January 23, 2023]. Available: https://adilet.zan.kz/rus/docs/V1800017657
18. The concept of development of higher education and science of the Republic of Kazakhstan for 2023-2029. [cited April 7, 2023]. Available: https://adilet.zan.kz/rus/docs/P2300000248 (In Russ.)
19. Webometrics (2022). Ranking web of Universities [cited January 23, 2023]. Available: https://www.webometrics.info/en/Asia/Kazakstan (In Russ.)
20. Zarubina, V. R., Zarubin, M. Y. & Vassilchuk, E. V. (2022). Promotion of university educational services under conditions of digitalization. Turan university bulletin, 4(96), 300-310. https://doi.org/10.46914/1562-2959-2022-1-4-300-310 (In Russ.)
Review
For citations:
Konopyanova G.A., Baikenov Zh.Y., Mambetkaziyev A.A., Mukhambetova Z.S. Analysis of Using Social Networks in Promoting University Educational Services. Economics: the strategy and practice. 2023;18(2):107-122. https://doi.org/10.51176/1997-9967-2023-2-107-122