Influence marketing as a social technology for the promotion of educational services

Abstract

The promotion of the educational field is changing under the influence of current trends. At the current stage of development of Internet technologies and social networks for the consumer one of the aspects when choosing a product or service becomes the brand ideas on significant social issues. Customers expect the organization to support their own views and communicate in a language they understand, especially for the younger generation who are acutely responsive to events in the world and have a wide range of information options. The audience is attracted to organizations that prioritize environmental friendliness, responsible consumption, gender representation and education. A responsible approach to creating a social position for higher education institutions helps effectively emphasize individuality and stand out among competitors, and social engagement helps build stronger emotional ties between the educational institution and the recipients of educational services, as well as increase loyalty. That is why educational institutions need to promote their services and use modern technologies, for example, such as Influence Marketing.