Social Media as Working Capital: an Analysis of Student Recruitment Strategies in Higher Education

Abstract

In the digital age, social media marketing has become a pivotal tool for higher education institutions (HEIs) to attract and engage prospective students. This study investigates the impact of social media marketing on student enrollment decisions at a business school in Budapest. An online survey of 50 students and in-depth interviews with five students were conducted to explore their social media usage, perceptions of the business school’s social media presence, and the influence of social media on their enrollment decisions. The findings reveal that while social media is widely used by prospective students, its direct influence on enrollment decisions is limited. However, visually appealing content showcasing student experiences and the need for more English-language content were identified as key factors. The study offers recommendations for enhancing the business school’s social media marketing strategies.
Keywords: social media, higher education, student recruitment, business education.
Jel code: M31

1. Introduction

In an era defined by the pervasive influence of digital platforms, higher education has undergone a profound transformation. The digital realm has emerged as a force in shaping how students are attracted to and engage with educational institutions. Social media marketing, in particular, has become tool for universities and colleges seeking to connect with prospective students, showcase their unique offerings, and ultimately influence enrollment decisions (Constantinides & Stagno, 2012). The appeal of higher education institutions today is intricately linked to their online presence and their ability to communicate their distinct value proposition in the digital sphere. As prospective students embark on their educational journeys, they increasingly turn to social media platforms to explore academic programs, gain insights into campus life, and connect with the institutional identity of universities (Hajeer, 2024). This digital engagement transcends traditional recruitment methods, offering a dynamic and interactive space for students to connect with their potential alma mater.
This research delves into the dynamic interplay between social media marketing and student enrollment at a business school in Budapest. It seeks to understand how the school’s social media initiatives are perceived by prospective students and how these perceptions influence their decision to enroll. In a landscape where competition for distinguished students is fierce, understanding the nuances of social media’s impact on enrollment is not merely an academic pursuit but a strategic imperative. The research aims to provide data-driven insights that can enhance the business school’s recruitment strategies in the digital age. By examining prospective students’ behaviors, perceptions, and experiences in response to the institution’s social media efforts, this study seeks to uncover actionable recommendations that can optimize the school’s digital outreach.

2. Literature Review

2.1. The role of Digital Marketing in Higher Education

The digital revolution has significantly transformed how higher education institutions (HEIs) approach marketing and student recruitment. Online marketing in higher education encompasses a wide array of strategies, including search engine optimization (SEO), content marketing, targeted social media campaigns, email marketing, pay-per-click (PPC) advertising, display advertising, webinars, and virtual campus tours (Fierro, Cardona & Gavilanez, 2017). These digital tools enable HEIs to reach a global audience, engage with prospective students in innovative ways, and enhance their visibility and reputation (Haleem, Javaid, Qadri & Suman, 2022). The significance of digital marketing and online platforms in promoting HEIs cannot be overstated. These tools are instrumental in reaching, engaging, and attracting students to academic programs and institutions. Digital marketing’s versatility and cost-effectiveness allow HEIs to extend their reach globally and connect with diverse audiences (Fierro, Cardona & Gavilanez, 2017). Through targeted social media campaigns, SEO strategies, content marketing, and email marketing, universities and colleges can effectively communicate with prospective students, offering valuable information and fostering a sense of community (Makrydakis, 2021).
The data-driven nature of digital marketing also empowers institutions to assess the performance of their marketing efforts and refine strategies based on data and analytics (Chaffey & Smith, 2013). This adaptability is crucial for optimizing campaigns to resonate with different demographics and diverse student populations. In a technology-driven world, a robust online presence is essential for enhancing brand visibility and recruiting students. Digital marketing and online platforms are not just trends but essential components of educational marketing, providing a competitive edge for HEIs striving to meet the expectations of today’s tech-savvy students (Haleem, Javaid, Qadri & Suman, 2022).
Social media, in particular, has emerged as a pivotal player in student enrollment strategies. Platforms like LinkedIn, Facebook, Instagram, and TikTok facilitate community building, content sharing, real-time communication, and targeted advertising. By creating engaging and interactive content on these platforms, institutions can showcase their unique attributes, share student success stories, and directly converse with prospective students (Fierro, Cardona, & Gavilanez, 2017). This personalized outreach fosters a sense of belonging and can significantly influence students’ decisions to enroll.
2.2 Social Media Marketing in Higher Education
Social media marketing (SMM) is a dynamic force in higher education (HE), transforming how institutions interact with their audience and promote academic offerings. It plays a pivotal role in student engagement and institutional performance by enabling real-time interaction with current and prospective students, alumni, and stakeholders through platforms like Facebook, Twitter, Instagram, TikTok, and LinkedIn (Fierro, Cardona & Gavilanez, 2017). SMM fosters community, showcases campus life, and facilitates immediate responses to inquiries, enhancing student and stakeholder relationships. Moreover, it extends the reach of universities to a global audience, simplifying the exploration of academic programs and campus life for international students. The data-driven nature of SMM allows for tailored messaging and campaign tracking, optimizing engagement strategies (LaFleur, n.d). In addition to multiple other factors such as intercultural sensitivity and studying abroad (Hajeer et al., 2023; Toptsi & Hajeer, 2023),the importance of social media for student recruitment and enrollment cannot be overstated. It serves as a practical tool for HEIs to attract, engage, and enroll potential students. Social media platforms foster personal interaction, creating a sense of belonging and community through posts, comments, direct messages, and live events (uniRank Team, 2023). This engagement allows students to ask questions, seek clarification, and form strong connections with the institution. Additionally, social media enables the sharing of authentic peer recommendations and insights, which significantly influence enrollment decisions (uniRank Team, 2023).
The diverse content formats supported by social media, including text, images, videos, live broadcasts, and stories, empower universities to communicate information in engaging and dynamic ways. They can showcase virtual campus tours, student testimonials, faculty interviews, and real-time updates on campus events. Social media’s global reach transcends geographical boundaries, making it a powerful tool for international student recruitment. Institutions can target and engage with potential students from diverse countries and cultures, fostering cross-cultural exchange. Moreover, social media’s 24/7 accessibility allows prospective students to access information, engage with the institution, and have their questions answered anytime, offering convenience and flexibility. The data-driven insights provided by social media enable institutions to refine recruitment strategies by tracking user behavior, campaign performance, and audience demographics, facilitating personalized messaging and effective resource allocation (uniRank Team, 2023).
2.3 Social Media Marketing Strategies in Higher Education
Universities and colleges employ various strategies in their SMM efforts to engage with prospective and current students effectively. These strategies are pivotal in showcasing their unique offerings, building brand presence, and fostering a sense of community. While specific approaches may vary, the following strategies are commonly used in HE SMM:
– Content Marketing: HEIs create and share diverse content, including blogs, articles, videos, and infographics that inform and engage their audience. This content often focuses on academics, campus life, faculty interviews, and student testimonials, providing valuable insights and information (Fierro, Cardona & Gavilanez, 2017).
– Interactive Campaigns: Universities initiate interactive campaigns, contests, and challenges to encourage engagement and user-generated content. These campaigns can foster a sense of participation and community among current and prospective students.
– Live Events: Hosting live events, such as virtual campus tours, webinars, and live Q&A sessions, allows HEIs to connect with students in real-time. Live content offers an immediate and personal touch, answering queries and showcasing the institution’s vibrant culture.
– Social Media Advertising: Universities utilize targeted social media advertising to reach specific demographics, ensuring their content reaches the right audience. This approach is instrumental in increasing visibility and conversions.
– Community Building: Establishing and nurturing online communities around shared interests or academic programs helps institutions create an environment where students can connect with peers, faculty, and alumni. These communities often function as support networks and sources of information (Shields & Peruta, 2018).
– Data Analysis: Data-driven decision-making is at the core of SMM efforts. Institutions analyze user behavior and campaign performance to fine-tune their strategies and create content that resonates with their audience.
– Personalized Messaging: It is crucial to tailor messages to different audience segments based on their interests, demographics, and behaviors. Personalized communication enhances the effectiveness of SMM efforts (Chaffey & Smith, 2013).
– Storytelling: Storytelling is a powerful strategy for conveying the institution’s values, culture, and success stories. HEIs use social media to share compelling narratives, connecting emotionally and intellectually with students.
– These strategies work in tandem to create a dynamic and engaging social media presence for universities and colleges, driving student recruitment, enrollment, and long-term engagement. By incorporating these strategies, HEIs can effectively navigate the ever-evolving landscape of social media and remain competitive in attracting and retaining students.
In SMM strategies for HE, various content types, platforms, and engagement techniques are commonly used to reach and engage with current and prospective students effectively. These strategies are essential in building and maintaining a solid online presence.
– Content Types: HEIs employ various content types to engage their audience. Blogs and articles cover various topics, including academic insights, campus news, and student success stories.Video content, including virtual campus tours, faculty interviews, and student testimonials, offers viewers an immersive experience. Infographics convey information in a visually appealing and easy-to-understand format, making complex data more accessible to the audience. Live webinars and virtual events enable institutions to interact with their audience in real-time, addressing questions and concerns. It is recommended to use user-generated material since it builds community and authenticity when students and alumni submit their own content and experiences.
– Platforms: Different social media sites act as avenues for interaction with their followers. Facebook is a versatile platform for content sharing, live events, and community building. It offers extensive audience targeting options (thebrandeducation.com, 2023). Instagram is ideal for visual content and storytelling, especially for showcasing campus life and culture. Twitter is used for quick and concise updates, live tweets, and engagement with trending topics. LinkedIn is valuable for professional networking, faculty engagement, and showcasing academic achievements. YouTube is a primary platform for video content, including virtual tours, lectures, Engagement Techniques: To encourage engagement and participation, HEIs use a variety of strategies. Interactive content such as polls, quizzes, and posts invites user participation. Live Q&A sessions allow real-time interaction with students and faculty to address questions and concerns. Contests and challenges engage students in creative competitions and user-generated content. Storytelling is used to share narratives and personal stories, creating an emotional connection with the audience. Community building involves establishing and nurturing online communities or groups for specific academic programs or interests (Pei, Poortman, Schildkamp & Benes, 2023).
By leveraging these content types, platforms, and engagement techniques, universities and colleges can create a vibrant and effective SMM strategy that connects with their audience, promotes their unique strengths, and influences student enrollment decisions. These strategies are instrumental in navigating the ever-evolving social media landscape and remain critical in attracting and retaining students in HE.
2.4 Impact on Student Enrollment
As previously mentioned, there are numerous advantages for businesses using social media as part of their marketing strategy. First off, institutional social media provides a wealth of affordable advantages that hold immense value for HEIs. It is a budget-friendly recruitment tool for college admissions, allowing institutions to reach prospective students and faculty without incurring substantial costs. This cost-effective approach also extends to creating a continuous learning environment where students can succeed educational content at their own pace through video blogs, podcasts, lectures, and webcasts, all while promoting interaction within the classroom (Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J. & Wang, Y, 2021). Additionally, it creates an environment of continuous learning by enabling students to interact with lectures, podcasts, video blogs, and webcasts at their own pace and encouraging classroom participation—all without paying much money. Real-time alumni engagement is also made possible by social media, which fosters solid online ties with former students and makes it possible to connect with alumni worldwide without requiring large financial outlays.
Moreover, it links academic institutions and industry to establish beneficial collaborations and find subject matter specialists. This might be an affordable way to increase the availability of educational resources. Finally, it serves as a potent and affordable platform for brand-building, offering higher education establishments many chances to interact with and promote their online image among essential stakeholders, thus expanding their reach and influence without incurring a substantial financial burden (Raman, 2015).
Although very beneficial, institutional social media poses particular difficulties for educational institutions. These problems cover some important topics that require serious thought. First and foremost, it might be challenging to keep a steady stream of attractive and pertinent material on several social media sites. This calls for careful planning, scheduling, and content development. Furthermore, time, money, and other vital resources must be set aside for content production, community management, and analytics to manage social media effectively. Maintaining a positive online reputation for the institution is essential since unfavorable remarks or occurrences can spread quickly on social media, requiring a thoughtful and proactive approach to problem-solving and mitigation. Data security and privacy are critical; organizations must protect sensitive data—like student data—from potential intrusions. Social media companies also regularly change their algorithms, impacting material exposure. As a result, organizations need to stay informed and modify their plans as necessary. Managing social media crises requires quick thinking and decisive action to save the institution’s reputation. Calculating social media initiatives’ return on investment (ROI) can be challenging. Therefore, organizations need to use analytics to determine their methods’ effectiveness. In order to avoid diluting the marketing message or coming across as unduly promotional, institutions must carefully balance promotional content with engaging, educational pieces. Institutions must also follow industry-specific regulations, legal requirements, and social media policies, including copyright, data protection, and accessibility. In order to optimize social media’s benefits while reducing its risks, educational institutions must address these challenges with careful consideration and planning (Saleem & Siddik, 2019).
Using SMM in prospective student enrollment for HEIs raises significant privacy, transparency, and authenticity issues. These concerns are crucial in ensuring ethical and effective marketing practices:
– Privacy Concerns: Educational institutions must balance gathering essential student data for personalized marketing and respecting individual privacy rights. Collecting and using data transparently and complying with relevant data protection regulations is essential to building trust with prospective students (UNESCO, 2022).
– Transparency in Advertising: The line between informative content and promotional material can blur on social media. Maintaining transparency and distinguishing between advertising and informational posts is critical to avoid misleading prospective students (UNESCO, 2022).
– Authenticity in Content: Authenticity is a critical factor in SMM. Institutions should ensure their shared content reflects their values, culture, and offerings. Misrepresentation or embellishment can lead to disillusioned students and damage an institution’s reputation (UNESCO, 2022).
– Data Security: Safeguarding the personal information of prospective students is paramount. HEIs are responsible for ensuring data security and compliance with data protection regulations to prevent data breaches and protect individuals from identity theft or other privacy infringements (UNESCO, 2022).
– Ethical Targeting: Social media platforms offer sophisticated targeting options. Institutions must exercise ethical and fair targeting to reach prospective students without discriminatory or invasive practices (UNESCO, 2022).
– Content Verification: Verifying the accuracy of information and claims made in SMM content is crucial. Misleading or false information can erode trust and deter potential students from enrolling (UNESCO, 2022).
– Engagement with Authenticity: While engagement is vital, institutions must engage with prospective students authentically. Automated or robotic responses can come across as insincere and diminish the student experience (UNESCO, 2022).
– Navigating these issues requires educational institutions to establish clear policies and practices prioritizing privacy, transparency, and authenticity in their social media marketing efforts. This not only upholds ethical standards but also enhances the effectiveness of enrollment strategies.
3. Methods
This mixed-methods study investigates how students at a business school in Budapest use social media and how the institution’s social media presence influenced their decision to enroll. The study aims to quantify the impact of social media on attracting students and to offer data-driven recommendations for enhancing the school’s social media marketing strategies. These study techniques are based on earlier quantitative and qualitative studies on the effects of social media use on decision-making and the perceptions of institutional social media among college students.
3.1 Quantitative Study
In October 2023, an online survey was distributed to 50 students at the business school in Budapest. Participants ranged in age from 18 to 28 years old. The sample included a diverse group of students from various academic levels (Bachelor’s, Master’s, and Ph.D.) and nationalities.
A quantitative online survey was created using Google Forms. The survey included demographic questions (age, gender, faculty, major of study, and nationality) and multiple-choice and Likert scale questions to assess social media usage and the influence of the business school’s social media marketing. The survey questions were categorized into three main sections:
1. Demographic Questions: This section gathered information about the respondents’ backgrounds.
2. Social Media Usage: This section explored participants’ frequency of social media use, preferred platforms, purposes for using social media, and trust in social media content.
3. Influence of Business School Social Media Marketing: This section used a five-point Likert scale and multiple-choice questions to assess participants’ awareness of the business school’s social media presence, engagement with the content, the influence of social media on their decision-making, awareness of competitors’ social media, and overall satisfaction with the business school’s social media marketing.
The online survey was distributed to students via email and social media channels. Participation was voluntary and anonymous.
Survey data was imported into Microsoft Excel for statistical analysis. Incomplete surveys were excluded from the analysis. All personally identifying information was removed from the survey findings and destroyed. The data was analyzed to identify correlations between the decision to enroll in the business school and the use of the business school’s social media.
3.2 Qualitative Study (Interviews)
In-depth interviews were conducted with five students from the business school in Budapest. These students were selected to represent a range of academic levels and majors. The interviews aimed to gain deeper insights into the students’ experiences with the business school’s social media and to gather recommendations for improvement.
The interviews were conducted face-to-face and followed a semi-structured format. The interview guide included open-ended questions about the participants’ personal experiences with the business school’s social media, the aspects of the content they found appealing, the influence of social media on their enrollment decision, and their recommendations for enhancing the business school’s social media marketing efforts.
The interview data was analyzed using thematic analysis. This involved identifying recurring themes and patterns in the participants’ responses (Hajeer & Toptsi, 2022; Hajeer, 2023). The findings from the interviews were used to supplement and contextualize the quantitative data from the survey.
4. Results from Online Questionnaires
4.1 Social Media Usage
The survey results indicate that all participants (100%) actively engage with various social media platforms, with each individual using these platforms multiple times per day. Notably, 76% of respondents reported using social media consistently throughout the day. Instagram emerged as the most popular platform, boasting a user base of 96% among the participants. YouTube followed closely with 84%, Facebook with 80%, TikTok with 78%, and LinkedIn with 56%. The primary motivations for using social media among the participants were seeking entertainment (88%) and maintaining relationships with friends and family (86%). Additionally, 70% of respondents utilized social media platforms to gather information and recommendations, while 42% employed these platforms for academic and university research. A significant majority of participants, 76%, viewed social media as a valuable source of information and entertainment. Furthermore, 74% of respondents expressed trust in the information and content disseminated through these platforms, with only 26% indicating skepticism or mistrust. The survey also revealed a high level of user engagement, with 82% of participants actively interacting with content on social media.
Regarding the trustworthiness of specific content categories on social media, participants demonstrated varying levels of trust. Educational content from recognized institutions garnered the highest trust level (74%), followed by expert opinions and advice (66%), personal recommendations and reviews (64%), and news articles from reputable outlets (60%).
4.2 Influence of Business School Social Media Marketing
As for awareness and exposure, the survey inquired about the initial sources of awareness regarding the business school in Budapest. The findings revealed that 30% of respondents first learned about the school through scholarship pages, while 22% cited word-of-mouth recommendations. Social media and educational fairs and events played a significant role, accounting for 12% each. Other sources included the business school’s official website, school counselors or advisors, and search engines (6% each), with online advertisements and local news or media coverage accounting for a smaller percentage (2%). The business school’s social media marketing efforts spanned five platforms: Facebook, Instagram, LinkedIn, TikTok, and YouTube. Instagram emerged as the platform with the highest interaction rate (72%), followed by Facebook (70%), TikTok (42%), LinkedIn (28%), and YouTube (12%). Only 2% of participants reported not engaging with the business school’s presence on these platforms.
Regarding the effectiveness of the business school’s social media strategies in promoting the institution and increasing awareness, 65% of respondents perceived these efforts as effective in familiarizing them with the school. Additionally, 70% of participants reported that the business school’s social media content had enhanced their awareness of the institution.
– Content Engagement
The survey delved into the specific types of content that participants engaged with on the business school’s social media platforms. A substantial 82% expressed interest in events and activities, 48% in admission-related information, and 30% in academic programs and student testimonials. The frequency of engagement varied among participants, with 32% engaging rarely, 24% engaging consistently when the content was informative or aligned with their interests, and another 24% engaging periodically.
Visually captivating images or graphics (58%) and informative captions or descriptions (54%) were identified as the primary factors attracting participants’ attention to the business school’s social media posts. However, the overall quality of the content was rated as „fair” by 38% of respondents, „good” by 36%, and „poor” by 6%.
While 82% of participants found the business school’s social media content interesting, only 38% actively shared it with others. Additionally, 82% expressed a neutral stance on whether the content accurately represented the student experience and campus life.
– Influence on Decision-Making
The survey explored the influence of the business school’s social media content on participants’ enrollment decisions. Notably, 72% of respondents indicated that the content did not significantly influence their decision to enroll. However, 28% acknowledged that the content played a role in their choice. All participants agreed that the business school’s social media was a reliable and reputable source of information.
Among the specific types of content that influenced decision-making, information about academic programs was cited by 56% of participants, followed by updates on campus events and activities (46%) and information about admission and enrollment (42%). Other influential factors included recommendations from current students (58%), scholarship and financial aid information (58%), availability of courses and programs (56%), the business school’s ranking and reputation (48%), and personal research and participation in online forums (40%).
– Competitor Awareness
A significant proportion of participants, 54%, reported encountering social media content from the business school’s competitors during their enrollment decision-making process. However, 42% stated that competitor content did not influence their decision to choose the business school.
When asked about the effectiveness of the business school’s social media marketing in differentiating it from competitors, 60% of respondents expressed a neutral view. In contrast, 30% believed that the business school’s social media marketing effectively set it apart.
– Satisfaction
The survey assessed participants’ satisfaction levels with the business school’s social media marketing efforts. The results revealed a diverse range of opinions, with 44% expressing a neutral level of satisfaction, 44% indicating satisfaction (28% satisfied and 16% very satisfied), and 12% expressing dissatisfaction (8% dissatisfied and 4% very dissatisfied).
Participants’ satisfaction was primarily attributed to the visual appeal of the content (60%), content relevance (46%), and frequency of posts (30%). However, they also identified areas for improvement, including consistency in messaging (50%), responsiveness to inquiries (48%), and increased engagement opportunities (48%).
4.3 Correlation Analysis
A correlation analysis was performed to evaluate the efficacy of the business school’s social media marketing in connection to students’ enrollment decisions. The results revealed a statistically significant positive correlation between the two variables, indicating that students who engaged more with the business school’s social media content were more likely to enroll. This finding suggests that social media marketing can be an effective tool for attracting and engaging prospective students. However, it is important to note that correlation does not imply causation, and further research is needed to establish a causal relationship between social media marketing and enrollment decisions.
In addition to the correlation analysis, the survey data also revealed that 28% of participants acknowledged that the business school’s social media content influenced their decision to enroll. This finding further supports the notion that social media marketing can play a role in shaping students’ enrollment decisions.
The correlation analysis and the survey data suggest that social media marketing can be a valuable tool for business schools to attract and engage prospective students. However, it is important to note that social media marketing is just one of many factors that can influence enrollment decisions. Other factors, such as the school’s reputation, academic programs, and cost, also play a significant role.
5. Results From in-Depth Interviews
The in-depth interviews conducted with five students, Mbarek, Petra, Gia, Virág, and Hue, provided valuable insights into their experiences with the business school’s social media presence and its impact on their enrollment decisions. Thematic analysis of the interview transcripts revealed several recurring themes and patterns in their responses.
– Limited Influence on Enrollment Decisions
Most interviewees indicated that the business school’s social media presence had a limited influence on their decision to enroll. They primarily relied on other sources of information, such as the university’s official website, recommendations from friends and family, and online forums. For example, Gia Huy mentioned that „Social media didn’t play a significant role in choosing a university. My cousin’s positive experience at BBU was the main factor in my decision.” This sentiment was echoed by Hue, who stated that she „relied more on the official university website to gather the essential details” needed for her enrollment decision. Similarly, Virág noted that while the business school’s social media didn’t directly influence her enrollment, she found it useful as a current student for accessing information and staying updated.
These responses suggest that while social media may be a part of the information-gathering process for prospective students, it is not necessarily the deciding factor in their enrollment choices. Other factors, such as personal recommendations and the university’s official website, appear to hold more significant weight in their decision-making process.
– Appeal of Visual Content and Student Experiences
Participants found visually appealing content, such as photos and videos showcasing campus life and student experiences, to be the most engaging. They expressed a desire for more authentic and relatable content that accurately reflects the student experience. For instance, Mbarek mentioned that he found „the interviews with students from various backgrounds most appealing,” as they provided a glimpse into the diverse student body and their experiences at the business school. This highlights the importance of incorporating diverse perspectives and voices into social media content to resonate with a wider audience.
Petra, on the other hand, appreciated „the sports department content” and emphasized the need for more English content to cater to international students. This suggests that while visual content is engaging, it is crucial to ensure that it is accessible and relevant to the target audience. Gia Huy also highlighted the potential of platforms like TikTok and Instagram for creating „relatable content” that provides „a personal experience of campus life.” This indicates that students are interested in seeing content that reflects their own experiences and interests, and that short-form video platforms like TikTok can be effective in delivering such content.
– Need for More English Content
International students, in particular, highlighted the need for more English content on the business school’s social media platforms. They felt that the lack of English content made it difficult for them to connect with the university and understand its offerings. Mbarek pointed out that „BBU’s content is still predominantly in Hungarian, which can be challenging,” and Petra suggested that „BBU should consider providing content in both Hungarian and English to attract more international students.” This feedback underscores the importance of language accessibility in social media marketing, especially for institutions seeking to attract a diverse international student body.
The need for more English content also extends to the types of content offered. Gia Huy recommended creating „valuable content, like tips for new students or technical guides,” which could be particularly helpful for international students navigating a new academic environment. This suggests that the business school could leverage its social media platforms to provide practical information and resources that cater to the specific needs of international students.
– Recommendations for Improvement
Participants offered several recommendations for enhancing the business school’s social media marketing efforts. These included creating more content in English, utilizing platforms like TikTok and Instagram, showcasing student experiences, offering consistent and timely content, and involving students in content creation. These recommendations provide valuable insights for the business school to improve its social media marketing strategies and attract a more diverse student body.
In addition to the recommendations mentioned above, participants also suggested creating more interactive content, such as polls, quizzes, and Q&A sessions, to increase engagement. They also emphasized the importance of showcasing the unique aspects of the business school, such as its academic programs, faculty, and campus facilities. By incorporating these suggestions, the business school can create a more compelling and informative social media presence that resonates with prospective students.
Overall, the in-depth interviews provided a rich and nuanced understanding of how students perceive and interact with the business school’s social media presence. The findings highlight the importance of visual content, student experiences, language accessibility, and practical information in attracting and engaging prospective students. By implementing the recommendations provided by the interviewees, the business school can enhance its social media marketing efforts and effectively reach a wider audience.
6. Conclusions
This study sought to understand the role of social media marketing in student enrollment decisions at a business school in Budapest. The findings reveal a complex interplay of factors influencing prospective students’ perceptions and choices. While social media platforms are widely used and trusted by students, their direct impact on enrollment decisions appears to be limited. However, the study underscores the importance of visually appealing content, authentic student experiences, and language accessibility in attracting and engaging prospective students. The business school’s social media marketing efforts have effectively increased awareness and familiarity with the institution. However, there is room for improvement in terms of content quality, consistency, and responsiveness to inquiries. The study’s findings suggest that the business school should prioritize creating more engaging and informative content that resonates with its target audience. This includes incorporating more visually appealing elements, showcasing diverse student experiences, and providing practical information relevant to prospective students’ needs.
Furthermore, the study highlights the importance of language accessibility, particularly for international students. The business school should consider expanding its English-language content to cater to a broader audience and ensure that all prospective students can access and understand its messaging. In conclusion, this study contributes to the growing body of knowledge on social media marketing in higher education. It provides valuable insights into the factors that influence student enrollment decisions and offers practical recommendations for enhancing the effectiveness of social media marketing strategies. By implementing these recommendations, the business school in Budapest and other higher education institutions can leverage the power of social media to attract and engage the next generation of students.
The study’s limitations, including the small sample size and focus on a single institution, suggest avenues for future research. Further studies could explore the impact of social media marketing on different student demographics, the effectiveness of various content types and platforms, and the long-term effects of social media engagement on student retention and success. By addressing these research gaps, we can gain a more comprehensive understanding of the role of social media in shaping the future of higher education.

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Pham Ha Phuong Undergraduate Student
Budapest Business University