THE IMPACT OF SOCIAL MEDIA ON THE RECRUITMENT OF STUDENTS BY HIGHER EDUCATION INSTITUTION
With growing competition on the education market, many colleges and universities in the hospitality and tourism field are faced with the problem of attracting new students. In order to increase market share, they have to change their marketing perspective and focus on the identification of new opportunities. Thus, the use of social media by a higher education institution as part of marketing and recruiting strategy is one more evidence that this institution has many similarities with service providers. On the other hand, the majority of tourist companies placed their advertisement for vacant positions in social media platforms using them in parallel with traditional methods. The aim of this paper is to investigate to which extent higher education institutions in Serbia use social media to recruit potential students, but also to analyze how students of hospitality and tourism use social media for the selection of college or university.
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