Social Media Marketing: Empirical Investigation of Academic Information Needs

DOI

10.2991/aebmr.k.200522.018How to use a DOI?

Keywords

academic, Instagram, social media, @utpangkalpinang

Abstract

An Instagram account with the username @utpangkalpinang is an Instagram that was built by UT Pangkalpinang. Its function is to provide information related to student activities, academic information and UT academic learning for UT Pangkalpinang students who are Instagram followers. UT Pangkalpinang assumed that UT Information was effectively disseminated through Instagram, so UT information was always conveyed through social media, so students were required to update their academic knowledge. However, not everyone actively sees, comments, asks and responds to the information announced. Many also only see and use Instagram passively. The purpose of this research is to know the description of the use of social media marketing Instagram @utpangkalpinang, fulfill the academic information needs of UT Pangkalpinang students and to determine the effect of the use of social media marketing Instagram @utpangkalpinang on fulfilling the academic information needs of UT Pangkalpinang students both partially and simultaneously. The research method uses descriptive and verification approaches. The research sample was 243 respondents with primary data types. Data analysis techniques used multiple linear regression analysis. The results showed [1] All sub-variables had a high average value of 3,41-4,20 and information update sub-variables had the highest average value of 4,03. In general, the use of social media marketing Instagram variables and the fulfillment of information needs is considered high. [2] Partially, the overall sub-variable use of social media marketing Instagram has a significant effect on the fulfillment of students’ academic information needs. significant effect on meeting the needs of student academic information.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yusuf Yusuf
PY  - 2020
DA  - 2020/05/25
TI  - Social Media Marketing: Empirical Investigation of Academic Information Needs
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 88
EP  - 92
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.018
DO  - 10.2991/aebmr.k.200522.018
ID  - Yusuf2020
ER  -