{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2024,5,20]],"date-time":"2024-05-20T10:34:06Z","timestamp":1716201246043},"reference-count":25,"publisher":"IGI Global","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2012,1,1]]},"abstract":"<p>With social network sites growing in popularity, many organisations have started to use this platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this media tool effectively. This paper examines the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore and investigates the extent that these educational institutions are leveraging on this new marketing communications tool. The findings suggest that marketing on social network sites remains in its infancy. Educational institutions in Singapore have started to use social network sites as a marketing communications tool. However, as the majority of visitors were using social network sites as an extension to existing mediums for seeking information, there is clearly the potential for the educational institutions to move to the next level in leveraging on social network sites to engage its members and generating a shared cultural meaning of their brands.<\/p>","DOI":"10.4018\/ijtem.2012010102","type":"journal-article","created":{"date-parts":[[2012,8,27]],"date-time":"2012-08-27T20:59:45Z","timestamp":1346101185000},"page":"14-25","source":"Crossref","is-referenced-by-count":6,"title":["The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore"],"prefix":"10.4018","volume":"2","author":[{"given":"H. K.","family":"Leng","sequence":"first","affiliation":[{"name":"Nanyang Technological University, Singapore"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"2432","reference":[{"key":"ijtem.2012010102-0","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2007.00393.x"},{"key":"ijtem.2012010102-1","doi-asserted-by":"publisher","DOI":"10.1080\/13600800601175789"},{"issue":"1","key":"ijtem.2012010102-2","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1080\/15252019.2009.10722164","article-title":"Shopping on social networking Web sites: Attitudes toward real versus virtual items.","volume":"10","author":"J.Cha","year":"2009","journal-title":"Journal of Interactive Advertising"},{"issue":"1","key":"ijtem.2012010102-3","first-page":"61","article-title":"Information sources used to select a higher education institution: Evidence from South African Students.","volume":"2","author":"J.De Jager","year":"2010","journal-title":"Business Education & Administration"},{"key":"ijtem.2012010102-4","doi-asserted-by":"publisher","DOI":"10.1016\/j.intmar.2008.10.001"},{"key":"ijtem.2012010102-5","unstructured":"Fincher, D. 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C.Johnston","year":"2010","journal-title":"American Journal of Business Education"},{"issue":"2","key":"ijtem.2012010102-9","doi-asserted-by":"crossref","first-page":"16","DOI":"10.1080\/15252019.2010.10722167","article-title":"Avoidance of advertising in social networking sites: The teenage perspective.","volume":"10","author":"L.Kelly","year":"2010","journal-title":"Journal of Interactive Advertising"},{"key":"ijtem.2012010102-10","doi-asserted-by":"publisher","DOI":"10.1300\/J050v11n03_02"},{"key":"ijtem.2012010102-11","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.74.2.71"},{"key":"ijtem.2012010102-12","doi-asserted-by":"publisher","DOI":"10.1300\/J050v10n02_04"},{"key":"ijtem.2012010102-13","author":"B.Mezrich","year":"2010","journal-title":"The accidental billionaires: The founding of Facebook: A tale of sex, money, genius and betrayal"},{"key":"ijtem.2012010102-14","unstructured":"Ministry of Education. (2011). Private education in Singapore. 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