Ứng dụng truyền thông xã hội trong marketing để nâng cao giá trị thương hiệu ở các trường đại học tư thục tại Thành phố Hồ Chí Minh=Applying Social Media in communication to enhancebrand value at private universities in Ho Chi Minh City

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Tác giả: Xuân Nhĩ Nguyễn, Thanh Hiếu Quách

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học và Công nghệ - Đại học Nguyễn Tất Thành, 2024

Mô tả vật lý: tr.122

Bộ sưu tập: Metadata

ID: 484297

Thêm vào giỏ

This study aims to explore and analyze the role of social media (SM) in enhancing brand value, attracting student enrollment, and improving educational quality at private universities in Ho Chi Minh City. Through in-depth interviews with 10 experts and surveys of 1,000 students from 10 private universities, the study utilized interview responses, descriptive statistics, and data analysis to evaluate the current status and extent of SM usage. The results show that SM has both positive and negative impacts. Most notably, many universities still do not fully recognize the importance of SM in brand building and student recruitment. The study proposed specific solutions to help universities maximize the potential of SM, improve educational quality, and more effectively promote their image. The novel contributions of this research include providing a comprehensive view of the role of SM in higher education and effective application strategies.Truyền thông xã hội (Social Media) có vai trò quan trọng trong việc nâng cao giá trị thương hiệu, thu hút tuyển sinh và cải thiện chất lượng giáo dục tại các trường đại học, đặc biệt là các trường đại học tư thục ở Thành phố Hồ Chí Minh. Hiện nay, rất nhiều trường đại học vẫn chưa nhận thức đầy đủ về tầm quan trọng của social media trong việc xây dựng thương hiệu và thu hút tuyển sinh. Nghiên cứu này đã đề xuất các giải pháp cụ thể giúp các trường tận dụng tối đa tiềm năng của truyền thông xã hội, nâng cao chất lượng giáo dục và quảng bá hình ảnh hiệu quả. Những đóng góp mới của nghiên cứu này bao gồm việc cung cấp cái nhìn toàn diện về vai trò và các chiến lược ứng dụng hiệu quả của truyền thông xã hội trong giáo dục.

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