Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions
Social media marketing, including the use of Instagram, is becoming a prevalent part of the promotional marketing mix by higher education institutions. This study investigates the factors that influence the perceived usefulness of Instagram as a marketing tool in Higher Education Institutions specif...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Pejabat Karang Mengarang UPSI
2021-06-01
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| Series: | Journal of ICT in Education |
| Subjects: | |
| Online Access: | https://ejournal.upsi.edu.my/index.php/JICTIE/article/view/4995 |
| _version_ | 1827283853488685056 |
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| author | Jastini Mohd Jamil Rusliana Rusle Mohamad Fadli Zolkipli Izwan Nizal Mohd Shaharanee |
| author_facet | Jastini Mohd Jamil Rusliana Rusle Mohamad Fadli Zolkipli Izwan Nizal Mohd Shaharanee |
| author_sort | Jastini Mohd Jamil |
| collection | DOAJ |
| description | Social media marketing, including the use of Instagram, is becoming a prevalent part of the promotional marketing mix by higher education institutions. This study investigates the factors that influence the perceived usefulness of Instagram as a marketing tool in Higher Education Institutions specifically in Community College in Malaysia. An online questionnaire was used to collect data from the 278 semester one community college students in Pahang. Based on the results, most of the participants were Malay male at the age of 18 years old which were familiar with Instagram and frequently used the application. The results show that there is no difference between gender towards perceived usefulness of social media. The results also indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there were strong connections between hedonic value and co-creation value towards perceived usefulness of social media as the marketing tools in higher education institutions. Additionally, this article contributes practically by providing some guidelines on Instagram advertising. |
| first_indexed | 2024-04-24T09:45:09Z |
| format | Article |
| id | doaj.art-17b36e46c13244d78ef72744cf492a9c |
| institution | Directory Open Access Journal |
| issn | 2289-7844 0127-9750 |
| language | English |
| last_indexed | 2024-04-24T09:45:09Z |
| publishDate | 2021-06-01 |
| publisher | Pejabat Karang Mengarang UPSI |
| record_format | Article |
| series | Journal of ICT in Education |
| spelling | doaj.art-17b36e46c13244d78ef72744cf492a9c2024-04-15T03:49:39ZengPejabat Karang Mengarang UPSIJournal of ICT in Education2289-78440127-97502021-06-018110411310.37134/jictie.vol8.1.8.2021715Perceived Usefulness of Instagram as a Marketing Tool in Higher Education InstitutionsJastini Mohd Jamil0Rusliana Rusle1Mohamad Fadli Zolkipli2Izwan Nizal Mohd Shaharanee3UUMKolej Komuniti BentongUUMUUMSocial media marketing, including the use of Instagram, is becoming a prevalent part of the promotional marketing mix by higher education institutions. This study investigates the factors that influence the perceived usefulness of Instagram as a marketing tool in Higher Education Institutions specifically in Community College in Malaysia. An online questionnaire was used to collect data from the 278 semester one community college students in Pahang. Based on the results, most of the participants were Malay male at the age of 18 years old which were familiar with Instagram and frequently used the application. The results show that there is no difference between gender towards perceived usefulness of social media. The results also indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there were strong connections between hedonic value and co-creation value towards perceived usefulness of social media as the marketing tools in higher education institutions. Additionally, this article contributes practically by providing some guidelines on Instagram advertising.https://ejournal.upsi.edu.my/index.php/JICTIE/article/view/4995social mediainstagramhigher education institutiontechnology acceptance model (tam)digital marketing |
| spellingShingle | Jastini Mohd Jamil Rusliana Rusle Mohamad Fadli Zolkipli Izwan Nizal Mohd Shaharanee Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions Journal of ICT in Education social media higher education institution technology acceptance model (tam) digital marketing |
| title | Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions |
| title_full | Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions |
| title_fullStr | Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions |
| title_full_unstemmed | Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions |
| title_short | Perceived Usefulness of Instagram as a Marketing Tool in Higher Education Institutions |
| title_sort | perceived usefulness of instagram as a marketing tool in higher education institutions |
| topic | social media higher education institution technology acceptance model (tam) digital marketing |
| url | https://ejournal.upsi.edu.my/index.php/JICTIE/article/view/4995 |
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