Engaging campus audiences : a qualitative study on social media dynamics in higher education marketing
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The use of social media in campus marketing is constantly growing and presents an opportunity for campus marketers to engage with students in new ways (Benedict et al., 2016). Social media refers to online platforms such as Facebook, Twitter, Instagram, and LinkedIn, allowing users to create and share content and communicate with others in virtual communities (Cheung et al., 2011). This project explores the potential of using social media to engage with students on campus through the lens of social exchange theory (SET). For this project, engagement will be defined as the level of interaction and involvement between users and content on social media platforms, such as likes, comments, and shares (Kirschner & Karpinski, 2010; Koranteng et al., 2019). SET posits that social behavior is an exchange process and that individuals seek to maximize rewards and minimize costs in their interactions (Emerson, 1962). The research question for this study is: How can campus marketers use social media to engage with students through the lens of social exchange theory? The study's objectives are to investigate the role of social media in campus marketing, review the theoretical foundations of social exchange theory, examine studies on social exchange theory in the context of marketing, and identify best practices for using social media to enhance student engagement and build long-term relationships. Findings indicate that effective engagement requires a tailored content strategy, authenticity in communication, enhanced event promotion, and continuous student feedback. Additionally, leveraging SET principles by fostering reciprocal interactions further strengthens connections with students, promoting long-term involvement and loyalty beyond graduation.
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M.A.