Diving deep into digital footprints: A comparative analysis of social media engagement in Indonesian Universities

Candraswari Jauhar Malika *

School of Information Systems, Bina Nusantara University, Indonesia.
 
Research Article
International Journal of Science and Research Archive, 2024, 12(01), 2230–2234.
Article DOI: 10.30574/ijsra.2024.12.1.1040
Publication history: 
Received on 27 April 2024; revised on 03 June 2024; accepted on 05 June 2024

 

Abstract: 
In the context of globalization and rapid technological advancements, higher education plays a pivotal role in achieving success in today's competitive job market. Indonesia has witnessed a significant growth in its university sector, with approximately 3,107 higher education institutions as of 2022. This proliferation of universities has intensified competition among them, prompting the need for effective strategies to attract students. Some universities have garnered exceptional reputations due to their long-standing operations and highly effective educational approaches, leading to high achievements among their alumni. However, other universities are actively working to enhance their branding and appeal to prospective students. Research indicates that two key factors influence students' choice of higher education institution: the attributes of the institution and its marketing efforts. Social media has emerged as a crucial tool for universities to enhance their branding, offering a cost-effective means to reach a broad audience and increase engagement. The widespread use of social media in Indonesia, with 191.4 million users in 2023, presents an opportunity for universities to enhance their branding and engage with prospective students. This study aims to analyze the Instagram accounts of the top 4 universities in Indonesia according to the QS World University Rankings to understand their engagement and activities. The findings are expected to contribute valuable insights into university branding strategies through social media activities.
 
Keywords: 
University Branding; Instagram Strategy Content; Engagement Rate; Social Media.
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0