Department of Management

Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1930

Browse

Filters

2017 - 201922020 - 20223

Settings

Author: search.filters.author.Bhat, Anil KumarSubject: search.filters.subject.Social Media

Search Results

Now showing 1 - 5 of 5
  • No Thumbnail Available
    Item
    Use of Social Media in Higher Education: A Systematic Literature Review
    (International Conference on Marketing, Technology & Society, 2020) Bhat, Anil Kumar; Dutta, Nirankush
    With the growing popularity of social media, institutes of higher education are exploring ways to use it effectively for various education related purposes. However, there is a dearth of research in this domain. The present paper is based on an extensive literature survey of the papers on use of social media in higher education. It summarizes some of the important findings and suggests furture direction for research.
  • No Thumbnail Available
    Item
    A Preliminary Study on the Use of Social Media in Higher Education
    (SSRN, 2022-02) Bhat, Anil Kumar; Dutta, Nirankush
    The study focused on the influence of social media on students, faculty members and administrators and how they can adopt social media for their academic and work purposes in higher education institutes within India. We developed a conceptual model based on the UTAUT (Unified Theory of Acceptance and Use of Technology) model, by adapting a few constructs and customising to fit the context. 756 respondents attempted the online survey. Of these, 400 were students, 199 faculties and 157 administrators. Respondents from 105 cities spread across 25 states participated in the survey. Due to the onset of the COVID pandemic, we resorted to the online collection method. The study considers three constructs – Perceived Usefulness, Perceived Ease of Use and Social Influence as direct determinants that will influence the behavioural intentions of the users in higher education. We ran a series of basic descriptive analyses, T-tests and ANOVA (Analysis of Variance) for the data collected across all groups to determine if a significant difference exists in the perception, between groups. Results show that social media is perceived as a driver for innovation amongst all the three groups – students, faculty and administrators. However, there are differences in the positive-negative response ratio, which has however not affected the overall positive inclination of the combined responses of all groups. The current study may be an invaluable source of information for researchers to understand how the groups perceive social media.
  • No Thumbnail Available
    Item
    Salient role and centrality of trust in social media marketing
    (Taylor & Francis, 2017) Bhat, Anil Kumar; Datta, Nirankush
    This chapter points to the importance of trust in a business scenario, followed by deliberation on probable avenues of investigation into the antecedents of trust in the context of social media marketing and their effect on certain outcomes. It provides direction for research avenues as well as a rough guidance to social media marketing managers to evaluate their efforts with the help of a predefined matrix. Trust plays a vital role in the context of social media marketing. This evolving form of marketing, based on the Theory of Six Degrees of Separation, gains popularity from the assumption that there are not more than six steps separating any two individuals in the world. Social media have the potential to rapidly emerge as the most successful and effective marketing platform, provided consumers feel a sense of trust in business entities using them.
  • No Thumbnail Available
    Item
    Analysis of Factors Influencing Negative e-Word of Mouth in Online Social Media Marketing
    (ACM Digital Library, 2019) Bhat, Anil Kumar
    The advent of online social media (OSM) marketing necessitates further examination of existent studies on the negative word of mouth (NWOM). Earlier studies have focused mostly on the effect of consumption of NWOM. The present research paper, on the other hand, strives to find out the influence of various factors that may motivate users of the OSM to propagate NWOM through these platforms. The results of the study confirm that external motivation factor -- Deal Proneness - significantly induces electronic NWOM (e-NWOM). Also, the moderation effect of Deal Proneness on the relationship between N-eWOM and the factors influencing e-NWOM is discussed.
  • No Thumbnail Available
    Item
    Reviewing Current State of Research on the Use of Social Media in Higher Education
    (RRIJM, 2021-05) Bhat, Anil Kumar; Dutta, Nirankush
    Social media platforms are increasingly gaining popularity for various usages in higher education. However, research in this domain is still in nascent stage, especially in India. Through a systematic review process, this study has summarized some of the major findings of the 184 papers published in the last ten years (2010-2019) in highly reputed journals that are indexed in SCOPUS and EBSCOHOST. The findings are classified as emerging from Indian and international studies and research gaps have been identified. Future studies should explore this gap to help the policy makers at national and various institutional levels to come up with appropriate strategies for reaping more benefit of social media in higher education.