How Trust, Brand Awareness and Digital Marketing Enhance Higher Education Marketing

Abstract

The purpose of this academic paper is to examine the roles of trust, brand awareness, and digitalization in marketing higher education institutions. In today's digital age, universities and colleges are increasingly relying on digital marketing strategies to attract potential students. The paper highlights the importance of building trust and creating brand awareness among students in the higher education sector, and how digitalization plays a critical role in achieving these objectives. The literature review indicates that trust and brand awareness are crucial factors in the decision-making process of students when choosing a higher education institution. Establishing trust is important to attract new students and retain current ones. Institutions with a strong reputation and brand awareness are more likely to attract students who are looking for a high-quality education. Additionally, the paper discusses how digitalization has changed the way higher education institutions market themselves. With the rise of social media and online platforms, universities and colleges are now able to reach a wider audience and engage with students on a more personal level. The paper also provides empirical evidence from various studies conducted on the role of trust, brand awareness, and digitalization in higher education marketing. Findings show that students who perceive high levels of trust in an institution are more likely to enroll and recommend it to others. In addition, students who have high levels of brand awareness of an institution are more likely to have a positive perception of it and consider enrolling. Furthermore, digital marketing activities have been found to be effective in attracting potential students, as they provide an accessible and convenient way for students to learn about institutions and their offerings. Overall, this paper emphasizes the importance of trust and brand awareness in higher education marketing and the role that digitalization plays in achieving these objectives. The findings of this paper can be used to guide institutions in developing effective marketing strategies that focus on building trust, creating brand awareness, and leveraging digitalization to reach a wider audience of potential students.