THE ROLE OF DIGITAL BRANDING AND SOCIAL MEDIA ENGAGEMENT IN SHAPING STUDENT RECRUITMENT DECISIONS IN HIGHER EDUCATION

Abstract

Social media has become a central space where universities communicate their identity, engage prospective students, and shape perceptions of institutional credibility. This study explores how digital branding and social media engagement are perceived to shape student recruitment-related decision-making in higher education. Using a qualitative approach, data were generated through 30 semi-structured interviews with prospective students and four focus group discussions with current university students, alongside a thematic review of official university social media posts across platforms. The analysis identifies key branding strategies, including storytelling and testimonial content, visually driven messaging, interactive communication, and student ambassador representations that signal campus culture and academic value. Participants described authentic, interactive, and visually engaging posts as more persuasive than traditional marketing. They also highlighted the importance of responsiveness and community interaction in shaping trust. Participants interpreted visible peer validation (comments and shares) as reinforcing brand credibility by providing social proof and reducing uncertainty. The findings suggest that social media operates as a reputational and relational space where prospective students interpret cues about quality, fit, and belonging. The study contributes qualitative insight into digital recruitment communication and offers practical implications for universities seeking ethically responsible and student-centred social media strategies.