INCREASING STUDENT ENGAGEMENT THROUGH DIGITAL BRANDING IN HIGHER EDUCATION MARKETING
Keywords:
higher education marketing, digital branding, student engagement, social media, brand equityAbstract
In the context of digitalization, the use of social networks in the marketing strategy of higher education institutions is gaining particular importance. Digital branding serves to establish a two-way dialogue with the target audience, increase the recognition of the HEI brand, and influence the decision-making process of applicants. Visual platforms such as Instagram play an important role in shaping a positive image of an educational institution and attracting a young audience. This article highlights the importance of user interaction, the formation of a university brand through digital channels, and the role of “brand spirit” — that is, the values transmitted by teachers and staff.
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