Facebook as a marketing/communication tool for international students attraction: an analysis of Chile and Spain
DOI:
https://doi.org/10.31921/doxacom.n21a3Keywords:
Facebook, student exchange, socialnetworks, internationalization, international marketingAbstract
This paper aim to analyze the use of Facebook as a tool of international marketing in Chilean and Spanish universities. The study cover 93% of universities in both countries, and using the content analysis method, we can establish that the use of Fan Pages is mainly related to universities with higher number of international student enrolled. There is a direct relation between the enrollment of international students and the use of Facebook as an international marketing communication tool. On the contrary, Universities with less international enrollment seems to have better performances. There is an inverse relation between the Fan Page performance and the number of international students, and a direct one between the number of international students and the use of Fan Pages, as a way to be present in Facebook.
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