The Influence of Social Media Marketing on Attracting Budapest Business University Student Enrollment

Pham Ha Phuong (2023) The Influence of Social Media Marketing on Attracting Budapest Business University Student Enrollment. Külkereskedelmi Kar. (Kéziratban)

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Absztrakt (kivonat)

This research delves into the dynamic sphere of social media marketing and its influence on student enrollment at Budapest Business University (BBU). The study intends to thoroughly investigate the effectiveness of BBU's social media marketing methods in drawing in potential students in a time when digital engagement is crucial. Using a mixed-method approach, information is acquired via surveys and in-depth interviews, providing a wealth of perspectives on how social media influences students' decisions to enroll. The findings underscore the pivotal role played by BBU's social media presence in raising awareness among students. Platforms such as Instagram and Facebook are mainly instrumental in this regard, with a significant proportion of students attributing their initial awareness of the university to these channels. The study reveals that academic programs, campus events, and admission-related content featured on BBU's social media platforms substantially influence prospective students' enrollment decisions. Also, the survey underscores the impact of BBU’s social media in student enrollment, 28% acknowledged the influence of such content on their decision to enroll, underscoring the increasing importance of social media in higher education enrollment. Additionally, the study shows how competitive the field of social media marketing is in higher education. It highlights that BBU's social media content is perceived as moderately effective in distinguishing the university from its competitors. In an era where universities are vying for the attention of potential students, this insight is invaluable. This study adds to our understanding of the relationship between social media marketing and student enrollment, as well as the unique environment of BBU. It also broadens our awareness of the role that social media plays in recruiting students to higher education. The insights from this research could guide BBU and other institutions to enhance and optimize their student enrollment strategies in an increasingly digital world. As prospective students navigate their college choices, this study provides valuable information and resources to aid them in making well-informed decisions and finding the best-fit educational institution.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Üzleti Szaknyelvek Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	TDK dolgozat
Kulcsszavak:	attract potential students, BBU Student Enrollment, effectiveness, higher education, influence, social media marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Már. 22. 12:51
Utolsó módosítás:	2024. Már. 22. 12:51

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