Increasing student engagement through digital branding in higher education marketing

Dianta Hasri Natalius Barus *

Program Vokasi, Universitas Katolik Parahyangan, Indonesia.
 
Review
International Journal of Science and Research Archive, 2024, 11(01), 1894–1905.
Article DOI: 10.30574/ijsra.2024.11.1.0298
Publication history: 
Received on 02 January 2024; revised on 13 February 2024; accepted on 15 February 2024
 
Abstract: 
As a result of the employment of social media, interpersonal contact and user involvement are made possible, which results in the modification of traditional hierarchical communication techniques and the introduction of an unexpected component into the decision-making process of customers. Even though it is considered to be a component of internet marketing, social media marketing is a crucial component for individuals and businesses that need to retain their competitiveness. On the other hand, the success of social media marketing is dependent on the presence of innovative items, the responsiveness of organizations to the market, and the construction of powerful online platforms.
Twitter, Instagram, and Facebook are just some of the social networking sites that have evolved into indispensable tools for marketers. Since they enable interactive contact, these platforms are of tremendous value when it comes to the marketing of companies and services. Websites that facilitate social networking play an important part in the spread of information about educational institutions of higher learning. These websites also serve as effective means for recruiting prospective students. It has not yet been determined whether or not the content that is broadcast on these internet platforms has an effect on the cognitive processes that prospective students use when making choices about their education.
The acknowledgment of user interaction on social media platforms is the most important non-financial benefit that organizations may get from their use of these platforms. When we have a thorough awareness of user interaction across a variety of platforms, we may have a better grasp of the influence that it has on how people perceive businesses. Instagram has become a significant medium for educational institutions of higher learning due to its visual-centric qualities, as well as its heightened engagement rates among a varied, youthful, and multinational community.
This article places a strong emphasis on the relevance of brand equity within the context of the marketing strategy used by educational institutions of higher learning. When it comes to the idea of brand equity, there are several elements that may have an impact on it. Some of these characteristics include, but are not limited to, the personality of the brand, social credibility, and market position. It is quite necessary for educational institutions to make certain that they provide excellent services and facilities to their students. Nevertheless, the construction of a communication system that is both competent and effective is equally important for the purpose of boosting the positioning of the university's brand and effectively managing the value of its brand. The concept of "brand soul" serves as the basis for this, and it refers to the way the teachers and staff of the educational institution become the embodiment of the brand.
 
Keywords: 
Social media marketing; Student engagement; Higher education marketing; Campus marketing; Brand engagement
 
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