An Investigation of the Impact of Social Media Brand Identity on Student Enrolment Intention in Selected Higher Education Institutions

Abstract

With the rise of Web 2.0 and the proliferation of social media platforms, communication has evolved into a more interactive and collaborative experience, transforming these platforms into key tools for marketing. This study examines the impact of digital institutional brand presence across social media platforms to enhance brand loyalty and foster student enrolment intention in higher learning institutions. Employing a mixed-methods research design, the study utilized interviews for qualitative insights and surveyed 315 students for quantitative analysis. Data were analyzed using SPSS and MAXQDA, with regression analysis applied to test the relationship between brand loyalty and enrolment intention for the quantitative component of the research. Findings indicate a significant positive impact of social media-driven brand loyalty on students’ intention to enrol, highlighting the strategic role of social media marketing in higher education.