高等教育机构的网络营销与品牌认知：综述与文献计量分析
Online marketing and brand awareness for HEI: A review and bibliometric analysis.
作者信息
Bohara Sailaja, Bisht Vashali, Suri Pradeep, Panwar Diksha, Sharma Jyoti
机构信息
Uttaranchal Institute of Management, Uttaranchal University, Dehradun, Uttarakhand, India.
Institute of Professional Studies and Development, Kumaun University, Naintal, India.
出版信息
F1000Res. 2024 May 13;12:76. doi: 10.12688/f1000research.127026.1. eCollection 2023.
BACKGROUND
This study conducted a comprehensive bibliometric analysis to identify the gaps in the existing literature related to Online marketing and brand awareness strategies for HEI. It has evaluated the current state of the literature on the given topic showing the pivotal role of online marketing and brand awareness in higher education for enrollment.
METHODS
The study used a web-based application, Biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022. The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study.
RESULTS
We found that HEI online marketing and brand awareness have not been explored much as it has not reached the stage of maturity. Most of the publication was done during the time of Covid-19. Also, the role of brand awareness in student enrollment decisions for HEI requires more investigation. Top most publications their sources and top authors are identified.
CONCLUSIONS
Bibliometric analysis has provided valuable insights into the seminal work, emerging trends, and the gap in the study. This area of study has been explored but not as much as challenges, and the effectiveness of online marketing tools like seo, sem,ppc and more has not been measured. Further, this paper allows researchers to study by examining the pattern of publications by seeing the different authorships, co-authors, collaborations, relevant sources, and citations. The insights of this paper will help education policymakers devise more creative strategies to increase enrollment, ensuring sustained relevance and competitive advantage in higher education institutions .
背景
本研究进行了全面的文献计量分析，以找出与高等教育机构在线营销和品牌认知策略相关的现有文献中的差距。它评估了关于该主题的文献现状，显示了在线营销和品牌认知在高等教育招生中的关键作用。
方法
该研究使用了基于网络的应用程序Biblioshiny，它包含在bibliometrix软件包中。鉴于Scopus数据库的传统结构和来源质量，该研究使用它来创建数据集。所做的分析是描述性的。通过使用bibliometrix软件，该研究展示了2017年至2022年期间的作者姓名、文章、来源、引用、相关期刊和共引情况。该研究选择的时间段为五年，这意味着选取了2017年至2022年发表的文章进行研究。
结果
我们发现高等教育机构的在线营销和品牌认知尚未得到充分探索，因为它尚未达到成熟阶段。大多数出版物是在新冠疫情期间完成的。此外，品牌认知在高等教育机构学生招生决策中的作用需要更多研究。确定了最顶尖的出版物及其来源和顶尖作者。
结论
文献计量分析为开创性工作、新兴趋势和研究差距提供了有价值的见解。这一研究领域已被探索，但挑战方面的探索还不够，像搜索引擎优化、搜索引擎营销、按点击付费广告等在线营销工具的有效性也尚未得到衡量。此外，本文通过查看不同的作者身份、共同作者、合作、相关来源和引用情况，让研究人员能够通过研究出版物的模式进行研究。本文的见解将帮助教育政策制定者制定更具创造性的策略来增加招生人数，确保高等教育机构持续的相关性和竞争优势。
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