The Impact of Digital Marketing Strategies on Prospective Students' Enrollment Decisions in Egyptian Higher Education Institutions | ||
| مجلة البحوث والدراسات الإعلامية | ||
| Volume 30, Issue 30 - Serial Number 1, December 2024, Pages 789-823 PDF (860.24 K) | ||
| Document Type: مقالات علمیة | ||
| DOI: 10.21608/mjsm.2024.326646.1174 | ||
| Author | ||
| مرام القزاز* | ||
| مدرس بكلية الاتصال والاعلام الجامعة، البريطانية في مصر | ||
| Abstract | ||
| This research aims to understand and determine how digital marketing affects the decision of prospective students to join higher learning institutions in Egypt. The study focuses on determining the most effective digital marketing tools and approaches, including the use of social media, emails, and content to appeal to the targeted students. Results of the study indicate that variables such as active participation on the social media, timely update of content, and consistent branding play crucial roles in the level of interest that students develop in an institution. The survey shows that students need content that is timely and engaging, though applications such as chatbots and virtual tours of the campus are interesting but have little influence over students’ decision to learn. It also notes the differences in impact by student characteristics suggesting the importance of individualized and flexible strategies in student marketing to fit their expectations. When universities manage to harness technological tools properly, they can foster relationships with potential students and, in this way, make the destination more appealing to students. | ||
| Keywords | ||
| Digital marketing; Student Enrollment; Prospective students; Higher Education | ||
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