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Effective social media marketing strategy: Facebook as an opportunity for universities

Costas Assimakopoulos (Department of Business Administration, Alexander Technological Educational Institute of Thessaloniki, Thessaloniki, Greece)
Ioannis Antoniadis (Department of Business Administration, Western Macedonia University of Applied Sciences, Kozani, Greece)
Oliver G. Kayas (Department of Marketing, Operations and Digital Business, Manchester Metropolitan University, Manchester, UK)
Dragana Dvizac (Faculty of Technical Sciences, University of Novi Sad, Novi Sad, Serbia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 8 May 2017




The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns.


The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey.


An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group.

Research limitations/implications

Larger samples should be used for future research.


The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.



Assimakopoulos, C., Antoniadis, I., Kayas, O.G. and Dvizac, D. (2017), "Effective social media marketing strategy: Facebook as an opportunity for universities", International Journal of Retail & Distribution Management, Vol. 45 No. 5, pp. 532-549.



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Copyright © 2017, Emerald Publishing Limited

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