文章基本信息

标题：The Role of E-marketing Tools in Constructing the Image of a Higher Education Institution
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作者：Róbert Štefko ; Róbert Štefko ; Richard Fedorko 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：175
页码：431-438
DOI：10.1016/j.sbspro.2015.01.1220
语种：English
出版社：Elsevier
摘要：AbstractThe goal of this article is to describe specific aspects regarding the use of e-marketing tools as a factor influencing the perception of the image of a higher education institution among its target groups. The article draws on primary data acquired through surveying respondents with the use of a questionnaire. More specifically, the analysis is based on 400 responses given by students at the Faculty of management - University of Prešov in Prešov. The crux of the article consists in examining the opinions of the respondents, concentrating on selected website elements such as design, clarity, content quality, inclusion of social elements and on selected e-marketing tools such as a Blog, Microsite, Q&A / FAQ portal, E-mail newsletter, Wiki, Online publications / eBooks, Live chat, and Mobile application. The research results have shown that there is a significant correlation between the perception of the overall image of the faculty and the evaluation of individual elements of the faculty website. The hypothesis that there is a significant correlation between the students’ attitude towards the necessity to use new e-marketing tools and the expressed evaluation of the faculty's image has not been confirmed.
关键词：E-marketing;tools;higher education;image;public relations