Analysis of Social Networks as a Marketing Tool in Universities in the UAE Context

Marc Pérez-Bonaventura, Wided Dafri, Ahmed Mostafa Kamel and Robin Kabha
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Marc Pérez-Bonaventura: University of Dubai, UAE
Wided Dafri: American University in the Emirates, UAE
Ahmed Mostafa Kamel: University of Fujairah, UAE
Robin Kabha: University of Fujairah, UAE

International Journal of E-Services and Mobile Applications (IJESMA), 2025, vol. 17, issue 1, 1-22

Abstract: In this article the authors explored social networks as a marketing tool for higher education institutions in the United Arab Emirates (UAE). They studied Facebook and Twitter (now X) profiles of 14 universities and analyzed their presence, activity, and engagement over 2 months. Their objective was to discover the best strategies, and the key factors influencing social media success and student enrollment of universities. Results revealed significant variability, with few universities excelling across all metrics on both platforms, while many focus mainly on one site. The study identified leading universities and ways to improve social media outcomes. Correlational analysis shows possible ways for universities to enhance their success on social media by finding positive relationships between publications and engagement, followers and engagement, and publications and student enrollment in both social media. The correlational analysis also links higher university rankings based on academic success with better Twitter performance. Finally, the multiple regression models developed explain the student's enrollment based on the independent variables studied.

Date: 2025
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