How Social Media Marketing Affecting Brand Equity And Student Engagement in Higher Education Marketing

Abstract

The utilization of social media enables interpersonal communication and user engagement, thereby altering conventional hierarchical communication methods and introducing an unpredictable element into the decision-making process of consumers. Social media marketing is an essential component for organizations seeking to maintain competitiveness, despite being viewed as a part of online marketing. The efficacy of social media promotion is contingent upon the existence of novel products, the market responsiveness of organizations, and the establishment of robust online platforms. Social networking sites such as Twitter, Instagram, and Facebook have become essential instruments for marketers. These platforms are extraordinarily valuable for the promotion of brands and services because they facilitate interactive communication. Social networking sites play a crucial role in the dissemination of information about higher education institutions, serving as effective mechanisms for attracting potential students. The influence of the material disseminated on these online platforms on the cognitive processes of potential students in making decisions is yet to be established. The crucial non-financial advantage of institutions' utilization of social media platforms is the recognition of user engagement. A comprehensive understanding of user involvement across diverse platforms can augment our comprehension of its impact on brand perception. The visual-centric attributes, along with elevated engagement rates among a diverse, young, and international population, have made Instagram a powerful platform for institutions of higher education. The article emphasizes the significance of brand equity within the marketing approach of higher education establishments. The concept of brand equity is subject to the influence of various factors, including but not limited to brand personality, social credibility, and market position. Ensuring the provision of superior amenities and services is imperative for academic institutions. However, the establishment of a proficient communication mechanism is equally vital for enhancing the university's brand positioning and managing the value of its brand efficiently. The notion of 'brand soul' serves as the foundation for this, denoting how the academic institution's faculty and staff personify the brand.