Success of Social Networking Sites: Evidence from the University of Novi Sad

In the higher education industry, web-based marketing has already been widely applied to service current students, as well as to attract new ones. All major universities in the world have incorporated their websites with social networking sites (SNSs), but it is likely that a significantly larger proportion has no clear knowledge of how successful their SNSs are. Accordingly, this study proposes an integrated model for evaluating the effectiveness of SNSs from a student point of view. This model is based on the use construct and seven socio-demographic conditions.