Abstract
This descriptive study utilized a validated questionnaire that gathered data from freshmen of two different school years. Demographic profile, marketers (i.e., source of information of students about the school), influencers (i.e., significant others that persuaded them to enroll in the school), level of school choice, and level of consideration in deciding to enroll in the university in terms of different institutional image indicators were gathered from the two sets of respondents. The study aimed to determine whether there were similarities and differences in the data collected from the respondents. It was revealed that there were similarities and differences in the data in terms of demographic profile, marketers, influencers, level of school choice, and level of consideration in deciding to enroll in the university. Thus, the first null hypothesis stating that there is no significant difference in the level of consideration of the previous and current freshmen in terms of level of preference was rejected. The second null hypothesis stating that there is no significant difference in the level of consideration of the previous and current freshmen in deciding to enroll in the two Universities in terms of the institutional image indicators was partially rejected. It was also revealed that social media served as popular and effective marketers. However, its influence to persuade the respondents to enroll in a school was minimal. Recommendations were also presented.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
Explore related subjects
Discover the latest articles, news and stories from top researchers in related subjects.References
Bringula, R. P., & Basa, R. S. (2011). Institutional image indicators of three universities: basis for attracting prospective entrants. Educational Research for Policy and Practice, 10(1), 53–72. doi:10.1007/s10671-010-9091-4.
Bringula, R. P., Batalla, M. Y. C., Moraga, S. D., Ochengco, L. D. R., Ohagan, K. N., & Lansigan, R. R. (2012). School choice of computing students: a comparative perspective from two universities. Creative Education, 3(6A), 1070–1078. doi:10.4236/ce.2012.326161.
Bringula, R. P., Basa, R. S., Enriquez, J. B. R., Natanauan, A. C., & Bonifacio, J. (2013). The purposes and effects of cyber cafe usage in Manila. The International Journal of Interdisciplinary Studies in Communication, 7(1), 1–14.
Brookover, W. D., Erickson, E. L., & Joiner, L. M. (1967). Educational aspirations and educational plans in relation to academic achievement and SES. The School Review, 75(4), 392–400.
Chapman, D. W. (1981). A model of student college choice. The Journal of Higher Education, 52(5), 490–505.
Chapman, R. G. (1986). Toward a theory of college selection: a model of college search and choice behavior. Advances in Consumer Research, 13(1), 246–250.
CHED. (2014). Higher education institutions in numbers: Higher education institutions. Retrieved November 2, 2014 from http://www.ched.gov.ph/index.php/higher-education-in-numbers/higher-education-institutions/
De Raadt, M. (2004). Searching for tomorrow’s programmers. Issues in Informing Science and Information Technology, 1, 597–603. Retrieved from http://informingscience.org/proceedings/InSITE2004/086raadt.pdf
Dos Santos, F. B., & Oliveira, J. (2014). More than just a game: the power of social media on super bowl XLVI. Social Networking, 3, 142–145. doi:10.4236/sn.2014.32018.
Hossler, D. R., & Gallagher, K. S. (1987). Studying student college choice. A three- phase model and the implications for policymakers. College and University, 62(3), 207–222.
Kankey, K., & Quarterman, J. (2007). Factors influencing the university choice of NCAA division I softball players. The Smart Journal, 3(2), 35–49.
Kerstetter, K. M. (2011). Investigating high school band recruitment procedures using educational marketing principles. Journal of Band Research, 46, 1–17.
Leiviskä, K., & Siponen, M. (2010). Attitudes of sixth form female students toward the IT field. SIGCAS Computers and Society, 40, 34–49. doi:10.1007/s11125-011-9183-9.
Mangold, W. G., & Faulds, D. J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Mohammadpour, A., Arbatani, T. R., Gholipour, T. H., Farzianpour, F., & Hosseini, S. (2014). A survey of the effect of social media marketing on online shopping of customers by mediating variables. Journal of Service Science and Management, 7, 368–376. doi:10.4236/jssm.2014.75034.
Montecillo, P. (2012). Philippines has 9.5 M twitter users, ranks 10th. Retrieved August 21, 2013 from http://technology.inquirer.net/15189/philippines-has-9-5m-twitter-users-ranks-10th
Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76, 105–120.
Parker, R. S., Cook, S., & Pettijohn, C. E. (2007). School choice attributes: positioning a private school. Services Marketing Quarterly, 28(4), 21–33. doi:10.1300/J396v28n04_02.
Peterson, K. (2006). Academic web site design and academic templates: where does the library fit in? Information Technology and Libraries, 25(4), 217–221.
Robert, P. (2010). Social origin, school choice, and student performance. Educational Research and Evaluation, 16(2), 107–129. doi:10.1080/13803611.2010.484972.
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling & Sales Management, 32(3), 365–378. doi:10.2753/PSS0885-3134320306.
Stockdale, C., & McIntyre, D. A. (2011). The ten nations where Facebook rules the Internet. Retrieved August 21, 2013 from http://247wallst.com/technology-3/2011/05/09/the-ten-nations-where-facebook-rules-the-internet/3/
Theobald, R. (2005). School choice in Colorado springs: the relationship between parental decisions, location and neighbourhood characteristics. International Research in Geographical and Environmental Education, 14(2), 92–111.
Tsagala, E., & Kordaki, M. (2007). Critical factors influencing secondary school pupil’s decisions to study computing in tertiary education: gender differences. Education and Information Technologies, 12, 281–295. doi:10.1007/s10639-006-9026-0.
Watkins, B. (2014). An integrated approach to sports branding: examining the influence of social media on brand outcomes. International Journal of Integrated Marketing Communications, 6(2), 30–40.
Acknowledgments
The authors are greatly indebted to the valuable help of the academic officers of National University, University of the East, and to Dr. Socorro R. Villamejor. The first part of this data (i.e., the 2012 data) was previously used in a different study.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Lansigan, R.R., Moraga, S.D., Batalla, M.Y.C. et al. School choice considerations and the role of social media as perceived by computing students: Evidence from one University in Manila. Educ Inf Technol 21, 1249–1268 (2016). https://doi.org/10.1007/s10639-015-9379-3
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10639-015-9379-3