This study explores the strategic application of Integrated Marketing Communication (IMC) in Islamic higher education by observing Muhammadiyah University Jakarta (UMJ), the first Muhammadiyah university that has been established for 70 years in maintaining its reputation as a modern Islamic campus. Using a qualitative approach through an integrative literature review and observations at Muhammadiyah University of Jakarta regarding IMC, university branding, and digital communication, the analysis shows that UMJ has implemented some IMC principles through coordinated activities from the Public Relations, Multimedia, and Protocol units under the University Secretariat Office. Although these practices demonstrate message synergy, their implementation is not yet structured within the IMC framework because they are still separate from the PMB promotion section. This article proposes the Value Digital Coordination (VDC) Model as a strategic guideline for Islamic universities to integrate value-based persuasion, digital synergy, and institutional coordination in building a modern Islamic campus image. The results of the study confirm that IMC is not merely a promotional tool, but rather a communication ideology that integrates Islamic values of trustworthiness, professionalism, and social responsibility into institutional communication.

Purpose The overall objective of the present study is to assess the effects of the role of the usability of university websites and university brand attributes on the intentions of the prospective students to apply to the academic programs based on the Stimulus-Organism-Response (S-O-R) paradigm. The article also explores the distinctive mediating value of the attractiveness of universities in influencing application decisions among students in a bid to give insight concerning the effect of digital interaction and branding of institutions on university choice behaviour. Design/methodology/approach The research design is quantitative in nature since a structured questionnaire has been used to get the data of 268 respondents (university students). The analysis was done through partial least square-structural equation modelling (PLS-SEM) to test the hypothesised relationships. Findings Both brand attribute and usability of the university websites positively impact intention to apply. Attributes related to university brands also have an indirect impact via the university attractiveness, which is mediated, whereas the impact on website usability is mainly direct with a little mediation. The attraction of universities to individuals has a significant but moderate effect on intention to apply, which supports the fact that university is a crucial cognitive and emotional filter in the decision-making of students. Originality/value The present study is unique in its application of the S-O-R model to demonstrate the combined effect of web usability and brand characteristics on application intentions in students with university attractiveness playing a unique mediating role. The results provide the working knowledge that universities should expand their digital presence and branding to make their services and results more attractive and engaging to the students.

Di berbagai negara berkembang, keberlanjutan finansial lembaga pendidikan tinggi swasta sangat bergantung pada jumlah pendaftaran mahasiswa, disebabkan oleh keterbatasan diversifikasi sumber pendapatan. Berbeda dengan universitas negeri yang memperoleh dukungan substansial dari subsidi pemerintah, universitas swasta pada umumnya bergantung pada biaya kuliah sebagai sumber pendapatan utama. Ketergantungan ini mendorong banyak institusi swasta untuk mengalokasikan sumber daya keuangan yang signifikan guna mendukung inisiatif promosi yang dirancang untuk menarik calon mahasiswa. Melalui strategi pencitraan merek (branding) yang efektif, universitas swasta semakin memanfaatkan platform media sosial—terutama Instagram—sebagai alat strategis untuk membangun jejaring sosial serta meningkatkan kesadaran informasi di kalangan audiens berusia setara dengan pelajar sekolah menengah atas. Penelitian ini mengkaji potensi penerapan strategi promosi berbasis algoritma Instagram dengan menggunakan teknik digital marketing influence maximization, khususnya viral marketing dan influencer marketing, yang umumnya diterapkan di sektor komersial. Temuan penelitian menguraikan tiga strategi pemasaran dengan potensi manfaat yang signifikan: memanfaatkan mekanisme viral marketing, mengidentifikasi dan melibatkan key opinion leaders (KOL) yang tepat dalam influencer marketing, serta mengoptimalkan penggunaan tagar (hashtag) secara strategis. Selain itu, penelitian ini berkontribusi terhadap pengembangan pengetahuan dengan menawarkan kerangka konseptual untuk perumusan strategi promosi dan mengusulkan metodologi evaluatif untuk mengukur efektivitas promosi. Pendekatan evaluasi tersebut meliputi penerapan metrik brand influence dan engagement rate, yang ditunjukkan melalui studi kasus singkat.

This study examines the factors influencing university–industry collaboration in developing countries, using Chile as a case study. Although communication and university brand image are often viewed as central relational elements, results show that their effects on collaboration success are mostly indirect. Based on survey data from Chilean firms involved in R&D projects and analyzed through PLS-SEM, the findings identify satisfaction as the strongest driver of collaboration success, operating both directly and through its positive influence on trust and commitment. Satisfaction is shaped by two antecedents: it is directly affected by university brand image and indirectly by communication, whose influence is transmitted through its positive impact on functional conflict. While neither brand image nor communication directly increases collaboration success, both enhance relational quality by strengthening satisfaction and improving conflict management. The study offers insights for policymakers and universities in developing economies seeking to improve the effectiveness and long-term sustainability of R&D partnerships.

This article analyses integrated communication strategies in higher education that strengthen student engagement and institutional identity in an environment shaped by short-form video, meme circulation, and AI-generated media. Relevance follows from algorithmic distribution, fragmented attention, and synthetic disinformation that can erode trust in official university messaging. Novelty is achieved through a unified framework that connects branding and integrated marketing communication with transparency instruments for synthetic content and evidence-based creative design. The study describes how institutional narratives can be translated into platform-native formats (micro-video, memes, interactive stories) while preserving message coherence across admission, academic, and community channels. Sources on university branding, social media marketing, student engagement and trust, short-form video behavior, advertising engagement drivers, neuromarketing measurement, and synthetic-media governance are synthesized. The conclusion outlines actionable design principles, including channel orchestration, emotion-aware message testing, and layered integrity safeguards (labeling, provenance, moderation, and media-literacy prompts). The article targets researchers and communication managers in higher education.

Corrigendum: Investigating the influence of digital and social media marketing on university brand equity: an in-depth literature review and bibliometric study

Focusing on how five top-ranked Pakistani universities construct their branding narratives on X, this research presents a multisemiotic analysis of the logos displayed on their official X profile pages. The study adopts a composite analytical framework that combines the Corporate Visual Identity (CVI) which emphasizes design elements, with principles of compositional meaning that examine the arrangement, salience and typographic semiotics as well as graphical elements within the logos. Given that these logos appear by default against profile banners on X, the visual environment of the banners is also referred to, as the contextual design choices can influence logo interpretation and brand perception. Findings reveal that the semiotic choices embedded in these visual identities reflect each university’s ethos, cultural heritage and global ambitions, often highlighting nationalistic and religious connotations. There is also a strategic use of English typography and culturally resonant imagery to project modernity and international appeal. These findings suggest a conscious glocalization strategy, where universities position themselves as globally oriented institutions while maintaining a strong affiliation with local cultural, nationalistic and religious values.

Purpose: This study aims to develop a conceptual model for enhancing university branding by examining the role of key cognitive components. It provides practical insights for academic institutions to strengthen their brand positioning in a competitive educational landscape. Research Methodology: This study adopted an applied research design utilizing a descriptive survey method. Data were collected from faculty members and students at a public university in Tehran through standardized questionnaires. Structural Equation Modeling (SEM) was implemented using Smart PLS software to examine relationships between cognitive components including brand image, trust, communication, service quality and loyalty and their influence on university branding. Results: The results revealed that brand loyalty and brand communication are the most influential factors in university branding. Brand loyalty had the highest impact, followed by communication. The study confirmed that strengthening cognitive elements significantly improves brand positioning and interested party engagement. Conclusions: Cognitive components, particularly brand loyalty, communication, trust and service quality, play a critical role in university branding. Strategic efforts to build positive perceptions, foster trust and maintain consistent communication are essential for enhancing brand reputation and attracting students. Limitations: The study was confined to a single university in Tehran, Iran and relied on self-reported data, potentially introducing bias. It also excluded emotional and behavioral factors and its cross-sectional design limits longitudinal insights. Contribution: The study offers a validated model demonstrating how cognitive factors enhance university branding, providing actionable strategies for academic institutions.

Purpose University brand management has changed significantly in the X and Facebook era. A better understanding of this change is critical to the university’s brand performance. To this end, this study aims to offer a comprehensive review of the literature on the use of social media in managing the university brand. Design/methodology/approach This literature review follows the PRISMA protocol to select 41 articles (published in Web of Science (WoS) indexed journals) on the use of social media in managing the university brand. It draws on the theories-contexts-methods (TCM) and the antecedents-decisions-outcomes (ADO) formats to derive an integrative model of social media in managing the university brand, namely SM-MUB. Findings This review highlights the significance of social media in university brand management. It first recognises the various theories, contexts and methods that have helped advance the literature in this field. Next, the analysis of this review yields four categories of antecedent constructs, informing us about the variables at play. It groups the outcome constructs into four categories: university brand performance, influence of the university brand on enrolment decision-making, engaging social media users with the university brand and other brand-related consumer behaviour outcomes. Research limitations/implications A future research agenda is presented using the TCM and ADO formats to further advance this research stream. The ADO-TCM-based SM-MUB framework offered in this study offers useful implications for university managers. Originality/value To the authors’ knowledge, this study signals the first state-of-the-art effort to review the literature on social media in managing the university brand.

This article examines the models of marketing activities in higher pedagogical educational institutions. The research focuses on the efficient use of international experiences in this field and the necessity of applying such models in the Republic of Azerbaijan. Global changes in the education sector in the modern world compel higher education institutions to reconsider their management strategies and build more effective operational mechanisms. In particular, the establishment of marketing services for pedagogical educational institutions plays a significant role in enhancing their reputation in society, expanding the student body and contributing to the preparation of professional staff in line with labor market demands. Higher pedagogical educational institutions are increasingly becoming competitive entities within the modern education market. The expansion of students’ choices, the development of distance learning, and international education programs require local universities and pedagogical institutes to organize their marketing activities more effectively. Therefore, the application of modern marketing strategies is of great importance for increasing the attractiveness of higher pedagogical institutions, promoting educational services to a wider audience, and informing potential students. The correct implementation of marketing strategies helps higher pedagogical educational institutions promote their services to a broader audience, improve the efficiency of student admissions, and enhance graduates’ employment opportunities. A successful marketing policy of educational institutions highlights their contribution to society, creates favorable conditions for attracting new investments to improve the quality of education, and at the same time allows the institution to present its academic and innovative potential to a wider audience. Research in this field shows that higher education institutions in developed countries employ various strategies to organize marketing services. Among these strategies, special emphasis is placed on branding and reputation-building of universities, the use of digital marketing tools, effective use of social media and online advertising, improvement of student-oriented services, and the expansion of international cooperation. Although certain steps have been taken in Azerbaijan toward the development of the marketing system of higher pedagogical institutions, there remains a need for a more systematic approach and the application of scientifically substantiated models. In particular, for the improvement of educational marketing in the pedagogical sphere, it is important to strengthen competition among universities, ensure broader use of modern technologies and digital platforms, enhance public relations of educational institutions, and develop strategies aimed at attracting foreign students. At the same time, it should be noted that research on the organization of marketing services in higher pedagogical institutions is not yet fully developed. The creation of new models in this field, the application of modern approaches, and the adoption of contemporary marketing strategies by higher pedagogical institutions to increase their competitiveness are of great significance. Therefore, the relevance and depth of study of this topic are high, since the effective organization of marketing services is one of the key conditions for the successful development of higher pedagogical institutions. This article analyzes existing approaches to the organization and development of marketing services in higher pedagogical institutions and identifies new scientific-practical directions. For the first time, the conceptual foundations of the systematic organization of marketing services in higher pedagogical institutions have been developed. Existing educational marketing models have been reviewed, and a new marketing strategy adapted to the specific features of pedagogical institutions has been proposed.

Purpose The study of how universities use digital and social media marketing (DSSM) to build and enhance brand value is becoming increasingly important. So, promoting the utilization of DSSM to establish brand value has become an increasingly significant concern on a global scale. This study aims to conduct a bibliometric analysis of academic literature focused on using DSSM strategies that impact the brand value of universities. Design/methodology/approach The collected data is derived from the Scopus database from 2005 to 2024. R-Studio and VOSviewer are used to conduct preliminary data analysis, perform citation and cocitation analysis and establish bibliographic coupling in conjunction with coauthoring. The authors use a synthesis methodology to enhance the comprehension of the subject matter and organization of DSSM and its portrayal in scholarly works. Findings There is a significant increase in the number of scientific research papers, with an annual growth rate of 29.21%. Through the analysis, the authors have determined that the USA, Indonesia, Malaysia and India are the countries that produce the most research articles on influence of DSSM on brand equity. The business journals “Developments in Marketing Science: Proceedings of the Academy of Marketing Science,” “International Journal of Data and Network Science,” “Journal of Marketing for Higher Education” and “Journal of Research in Interactive Marketing” have published the highest number of research articles in the respective fields. Originality/value This paper aims to enhance the comprehension of the substance and organization of DSSM and its portrayal in the literature. Unlike the recent progress in incorporating digital and social media content, this study demonstrates a greater thoroughness regarding the methodology and databases used. The results of this study provide a useful addition to the current literature on the successful utilization of DSSM to establish and enhance the brand value of universities.

This article examines how student activity in digital networks shapes a university’s brand in a multi-voice online environment. In this study, user-generated content (UGC) denotes student-created content; official communications are treated separately as official posts. Electronic word of mouth (eWOM) is also considered. Evidence shows that UGC and eWOM shape brand image, brand equity, brand personality, and perceived value, and public discussions check whether promises match practice. The Three-Dimensional Perceived Brand Authenticity (3D-PBA) Brand Management Framework is proposed. The framework adds a brand governance layer that sets post quality and cadence, ensures transparent ambassador disclosure and moderation, enables student co-creation, and links digital analytics to inquiry, application, and enrollment metrics. In 3D-PBA, the impact of student UGC on intentions to inquire, apply, and enroll is transmitted through three dimensions of brand authenticity: indexical (realistic, unpolished traces of campus life, such as candid or backstage material and routine scenes identifiable in time and place), experiential (perceived fit with the community and the ability to be oneself), and ethical (alignment between stated values and actual practice). The strength of these relationships depends on institutional reputation, applicants’ prior attitudes, the audience segment (bachelor versus master), and platform features (public or private settings, identified or anonymous, short-lived or persistent formats). The article synthesizes prior findings, outlines measures for the three dimensions using textual and visual signals in student UGC, and presents testable ideas for multilevel models and future experiments. It points to comparisons of public/private channels.

In the context of the intensive development of media communication technologies, the issue of forming a media image in the media, which provides attractiveness to different layers of the target audience, comes to the fore. This article is devoted to the linguocognitive analysis of the mechanisms of university branding on the example of Chelyabinsk State University. The authors set out to identify the linguistic and cognitive features of the branding process of a regional university. The relevance of the research is determined by the use of a set of methods such as the general scientific inductive-deductive method, the method of observation of linguocognitive phenomena, elements of the method of discursive, cognitive and linguistic stylistic analysis. The research materials are 94 online publications of regional news portals URA.RU, 74.ru and “KP -Chelyabinsk” mentioning Chelyabinsk State University for the period from 01.01.2024 to 08.31.2024. The authors conclude that the media image of the university conveys a discursive portrait formed in the media, which contains both ideas and public opinion about the educational organization; as well as a set of linguocognitive ideas about the university in the minds of media recipients. The authors distinguish the terms honey image and media brand, defining the latter as the most stable and constructed media image in the linguistic consciousness of recipients. The paper identifies the linguistic and cognitive features of the branding process of a regional university and establishes the means of implementing the branding of a regional university in terms of realizing its communicative and pragmatic potential.

Philanthropy has emerged as an alternative solution to address the high cost of education, which often exacerbates disparities in access to education. Within the context of higher education, alumni play a pivotal role as donors. This study aims to examine the influence of alumni engagement, university brand equity, and the social impact of philanthropic institutions on alumni’s philanthropic intentions towards their alma mater. The research focuses on alumni of Universitas Gadjah Mada (UGM), Yogyakarta, which hosts Rumah ZIS, a philanthropic institution that has pioneered and set benchmarks for similar initiatives across other Indonesian universities. The analysis employs the Partial Least Squares Structural Equation Model (PLS-SEM) using SmartPLS software. The findings reveal that alumni engagement (AE), brand equity (BE), and the social impact of campus philanthropic institutions (SI) significantly influence alumni philanthropic intention (PI). This study proposes a model for philanthropic fundraising in higher education by integrating three critical components: alumni, universities, and philanthropic organizations. Enhancing alumni engagement, strengthening university brand equity, and optimizing the social impact of philanthropic institutions can effectively boost alumni philanthropic intentions. To expand their fundraising strategies, higher education institutions should leverage broader alumni networks, thereby positioning alumni philanthropy as a foundational pillar for financing higher education in the future.

As the higher education market becomes increasingly competitive, universities leverage social media for brand management. However, the principles of effective content strategy in this unique context remain underdeveloped. This study moves beyond descriptive analysis to develop an empirically grounded, strategic framework for optimizing social media content. It employs a quantitative content analysis of 1,250 social media posts from the official Facebook pages of the top ten higher education institutions in Turkey. The impact of key content strategy variables—including content type, post context, content agility, posting source, and temporal factors—on user engagement (likes, comments, shares) is tested using Multivariate Analysis of Variance (MANOVA). The analysis reveals that all tested elements are significant predictors of engagement. Content type and post context are the strongest drivers, with institution-generated "university news" published on weekdays in the afternoon consistently outperforming other strategies. This paper contributes a practical, data-driven "Dynamic Content Framework" for brand managers to enhance brand visibility and optimize resource allocation.

The modern higher education system is undergoing profound transformations driven by globalization, digitalization, demographic changes, and labor market dynamics. Under these conditions, higher education institutions (HEIs) must not only ensure stable functioning but also develop effective development strategies capable of maintaining competitiveness at both national and international levels. Increasing competition for applicants, academic staff, and financial resources requires flexible management solutions focused on improving the quality of educational services, fostering innovation, strengthening international partnerships, and building a strong university brand. This issue is particularly relevant for Ukrainian HEIs, which operate under conditions of economic instability, wartime challenges, and the need for integration into the European Higher Education Area. According to the Strategy for the Development of Higher Education in Ukraine for 2021–2031, the key priorities include digitalization, internationalization, scientific development, and financial sustainability — all of which determine the global competitiveness of universities. This highlights the urgent need to develop theoretical and practical approaches to forming a university development strategy aligned with contemporary global trends. However, challenges remain in the effective use of strategic management tools such as the Balanced Scorecard, KPI systems, and benchmarking, as well as in establishing stronger cooperation with businesses and public institutions. The gap between theoretical approaches to competitiveness management and their practical implementation reduces the potential of Ukrainian universities in the global educational environment. The purpose of this study is to substantiate the theoretical foundations and develop a competitive strategy for the development of higher education institutions, taking into account global trends and national specificities. University competitiveness encompasses the quality of educational programs, academic potential, the level of digitalization, financial stability, international cooperation, and reputational capital. Strategic directions for its enhancement include digital transformation, internationalization, innovation, and branding, which contribute to the harmonization of Ukrainian higher education with European standards. Thus, the competitiveness of universities is a multifactorial category requiring a systematic approach and the synergy of internal resources and external opportunities. Strengthening it ensures sustainable development and successful integration of Ukraine into the global educational and scientific space.

The Influence of Integrated Marketing Communications on University Branding: Examining the Mediating Role of CRM in the Context of Egypt's Private Business Administration Postgraduate Education Sector

The article considers the concept of a university brand as an object of interdisciplinary scientific analysis in the context of the transformation of the higher education system. The concept of university branding is considered as a tool for strategic positioning. This is because it has the ability to influence the competitiveness, reputation, attractiveness and long-term sustainability of higher education institutions. This study focuses on technical universities in Ukraine, which play a key role in preserving academic traditions and have the ability to innovate in the field of educational marketing. The article analyses the evolution of theoretical approaches to defining a university brand, characterises its key components (mission, vision, values, visual identity, emotional appeal, academic reputation) and identifies factors that influence brand effectiveness. The methodological basis of the study is a systematic approach that combines qualitative and quantitative methods, including content analysis of academic literature, surveys of students and communication experts, and analysis of financial indicators of university branding activities. The author proposes a structural model of a university brand that reflects the relationship between internal (academic quality, corporate culture, management practices) and external (reputation, cooperation with employers, media presence) factors. The results of the study demonstrate that an effective branding strategy should be based on a balance between preserving academic traditions and openness to innovative changes.

Purpose This paper explores the development of university brand research through a bibliometric analysis of 546 Scopus-indexed publications published between 2003 and 2024 and outlines a future research agenda. Design/methodology/approach The study employed performance analysis, co-citation analysis and thematic evolution of keywords using VOSviewer and the Bibliometrix R-package to uncover existing research themes and highlight future research frontiers. Findings The results highlight the growth in publication volume and identify the top ten most cited articles. Six key research themes emerged: the constitution of a university brand, frameworks of university brand equity, antecedents of student satisfaction, current challenges in university branding, models of university image and reputation and the conceptualization of brand identification. It is noteworthy that the conceptualization of the university brand, university branding issues in developing countries and the alignment between university rankings and reputation have emerged as important themes, guiding future research directions. Practical implications This study offers practical insights for higher education leaders and branding practitioners by emphasizing the shift toward stakeholder-centered, digitally driven branding strategies. It encourages institutions to move beyond reliance on global rankings and instead invest in digital engagement, internal culture and inclusive brand narratives. The findings support the development of holistic, evidence-based branding approaches that align with global trends and foster stronger connections with students, staff and international stakeholders. Originality/value This paper applies co-citation analysis and thematic evolution to reveal key themes and shifting trends in university branding research. It offers a future research agenda that emphasizes stakeholder engagement, digital branding and global identity, providing valuable guidance for researchers and practitioners aiming to align branding strategies with the evolving higher education landscape.

In this digital age, social media marketing plays a crucial role in shaping the brand equity of higher education institutions. Telkom University utilizes User-Generated Content (UGC) and Firm-Generated Content (FGC) as the main digital marketing strategies to increase its attractiveness for prospective students. UGC, created by regular users, reflects a more authentic experience, while FGC is managed directly by the university to maintain a professional image. This study aims to analyze the influence of UGC and FGC on Telkom University's brand equity, with brand credibility as a mediating variable. The object of the research includes two Telkom University campus locations, namely Jakarta and Purwokerto, to explore the dynamics of digital marketing strategies in different local contexts. The method used is a quantitative approach through the distribution of questionnaires to 397 active students from Telkom University Jakarta and Purwokerto. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to test the direct and indirect relationships between variables. The results show that both UGC and FGC have a positive and significant effect on brand credibility, which then mediates their influence on Customer-Based Brand Equity (CBBE). FGC shows a more dominant influence on brand credibility in Purwokerto, while in Jakarta, the two types of content provide a relatively balanced influence. It was also found that students' perception of CBBE was in the high category. Based on the results, strategic implications for higher education institutions in optimizing digital communication were identified.