Social Networking as a Form of Promoting Educational Offers in University Marketing

Abstract

Today's society is constantly evolving, technology and social networks play an important role in everyday life, even influencing the selection process of higher education institutions. Given that young people, according to GWI data, spend an average of 2 hours and 19 minutes daily on social networks, universities need to adapt to these trends and adapt their marketing strategies to attract prospective students. The aim of this study is to analyze the impact of social networks on students' decision to choose a university. Research methods include analyzing online sources such as GlobalWebIndex, Interactions Marketing and Sprout Social, which provide data on digital trends. Information relevant to the Republic of Moldova was also examined, including data from the Barometer of Public Opinion and the Magenta Consulting study , Internews Moldova, which reflect public perceptions of digital platforms. Direct observation and inference complemented the analysis. The results show that Facebook, Instagram and TikTok are the main sources of information about universities, and interactive posts and reviews influence the enrollment decision. These findings underline the importance of optimizing digital strategies for effective promotion of educational offers. CZU: 316.472.4:[378:339.138]; JEL: M31