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All Journal International Journal of Artificial Intelligence Research SEIKO : Journal of Management & Business JURNAL MANAJEMEN BISNIS Golden Ratio of Mapping Idea and Literature Format Golden Ratio of Community Services and Dedication Journal of Training and Community Service Adpertisi Paradoks : Jurnal Ilmu Ekonomi
Abbas, Muchlis
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Library & Information Science Social Sciences Other

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Digital and Social Media Marketing as a Core Strategy in Higher Education: Evidence from Student Engagement and Institutional Branding Abbas, Muchlis
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i2.2086

Abstract

This study aims to examine the role of digital and social media marketing as a core strategic mechanism in higher education, with particular emphasis on its influence on student engagement and institutional branding. The research adopts a qualitative systematic literature review approach by synthesizing evidence from 127 empirical studies published between 2015 and 2025 that investigate relationships among social media marketing activities, student engagement, and branding outcomes in higher education institutions. The review integrates findings from diverse methodological traditions and institutional contexts to identify recurring patterns, explanatory mechanisms, and strategic implications. The results reveal that digital and social media marketing exerts strong and consistent direct effects on student engagement and institutional branding, while also operating indirectly through engagement-driven pathways that partially mediate branding outcomes. Student engagement is found to play a central role in translating digital marketing activities into brand equity components, including brand awareness, brand image, perceived quality, and brand loyalty. The findings further indicate that content quality, authenticity, and platform-specific strategies function as critical determinants of marketing effectiveness. Overall, the study concludes that social media marketing constitutes a foundational institutional strategy rather than a peripheral communication tool, and its strategic integration is essential for sustainable branding and competitiveness in contemporary higher education environments.
Co-Authors Amril Amril Helmy Syamsuri, Helmy Ibrahim Ibrahim idrus, arnida Kasnaeny Karim, Kasnaeny Mangkona, Suriyanti Masyadi Meda, Tamrin Muin, Asri Nur Rahmawati Umar Sabrida, Sabrida Syahrul Irwandi Syarifuddin Syarifuddin Taufik Thahir Thahir, Taufik