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

  • Rebeca Cordero-Gutiérrez
  • Eva Lahuerta-OteroEmail author
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 1027)


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.


Higher education programs Social media advertising Efficiency 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Rebeca Cordero-Gutiérrez
    • 1
    • 2
  • Eva Lahuerta-Otero
    • 3
    • 4
    Email author
  1. 1.Faculty of Computer SciencePontifical University of SalamancaSalamancaSpain
  2. 2.School of Languages and EducationNebrija UniversityMadridSpain
  3. 3.Business AdministrationUniversity of SalamancaSalamancaSpain
  4. 4.IME/University of SalamancaSalamancaSpain

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