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Leveraging Knowledge Management to Promote Higher Education Programs Using Paid Social Media

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Knowledge Management in Organizations (KMO 2019)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1027))

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Abstract

Information and communication technologies have become the center of many aspects of our daily life, including education as we live in the era of digital revolution. The use of social network sites is well disseminated across businesses and organizations, but the adoption of paid social media to promote higher education institutions and to create awareness is scarce. This research is unique as it examines the results of Facebook ads campaigns promoting higher institutions’ teaching programs using the data envelopment analysis technique to assess their efficiency. We also used a Multidimensional Scaling technique (MDS) to graphically represent the analyzed ads to determine the variables affecting efficiency. The results show that investments on social paid advertising are an effective way to promote higher education centers.

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Author information

Authors and Affiliations

  1. Faculty of Computer Science, Pontifical University of Salamanca, Salamanca, Spain

    Rebeca Cordero-Gutiérrez

  2. School of Languages and Education, Nebrija University, Madrid, Spain

    Rebeca Cordero-Gutiérrez

  3. Business Administration, University of Salamanca, Salamanca, Spain

    Eva Lahuerta-Otero

  4. IME/University of Salamanca, Salamanca, Spain

    Eva Lahuerta-Otero

Authors
  1. Rebeca Cordero-Gutiérrez
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  2. Eva Lahuerta-Otero
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Corresponding author

Correspondence to Eva Lahuerta-Otero .

Editor information

Editors and Affiliations

  1. University of Staffordshire, Stoke-on-Trent, UK

    Lorna Uden

  2. National University of Kaohsiung, Kaohsiung, Taiwan

    I-Hsien Ting

  3. University of Salamanca, Salamanca, Spain

    Juan Manuel Corchado

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Cordero-Gutiérrez, R., Lahuerta-Otero, E. (2019). Leveraging Knowledge Management to Promote Higher Education Programs Using Paid Social Media. In: Uden, L., Ting, IH., Corchado, J. (eds) Knowledge Management in Organizations. KMO 2019. Communications in Computer and Information Science, vol 1027. Springer, Cham. https://doi.org/10.1007/978-3-030-21451-7_27

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  • DOI: https://doi.org/10.1007/978-3-030-21451-7_27

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-21450-0

  • Online ISBN: 978-3-030-21451-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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