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Role of Social Media Engagements in Higher Education Marketing

Muhsina T
Research Scholar
Karpagam Academy of Higher Education,Coimbatore

Dr.D.Mohanampal
Assistant Professor of Commerce
Karpagam Academy of Higher Education,Coimbatore

Abstract
This study examines the role of social media engagements in Higher Education Marketing (HEM). Through a quantitative analysis involving surveys, descriptive statistics, and regression modeling, it investigates customer perceptions of social media ads from Higher Education Institutions (HEIs), engagement levels with such content, and the impact on initiating the application process. The findings reveal generally positive customer perceptions, moderate engagement levels with variations across individuals, and a significant positive relationship between social media engagements and attempts to initiate applications. The regression analysis showed that over 50% of the variance in application attempts could be explained by changes in social media interactions. The strong statistical significance highlights social media's
transformative potential in driving student recruitment efforts. However, the study had limitations like convenience sampling and cross-sectional data. Recommendations include using robust sampling techniques, longitudinal studies, examining nuances of content types and platforms, and complementing quantitative findings with qualitative insights. As social media's role in HEM grows, institutions should embrace data-driven, customer-centric strategies to effectively engage prospects, build relationships, and achieve sustainable enrollment growth in an increasingly competitive landscape.
Keywords: Social media marketing, higher education, student recruitment, digital engagement, educational marketing, quantitative research