Social media in higher education marketing: a systematic literature review and research agenda

Sanjay Krishnapratap Pawar

Cogent Business & Management, 2024, vol. 11, issue 1, 2423059

Abstract: The extensive use of social media in higher education marketing has attracted substantial research interest, which, however, appears fragmented to offer clear pathways. This research, therefore, aims to (1) systematically scrutinise and compile the empirical line of research on social media in higher education marketing and (2) outline a comprehensive and pertinent research agenda to advance this field. This study adopts the SPAR-4-SLR protocol and the TCCM (theories–contexts–characteristics–methods) framework to review 51 articles published in journals ranked B or above in the ABDC JQL. This literature review establishes the use of social media in five key areas of marketing for higher education, namely, student engagement, university branding, enrolment decision-making, relationship management and strategic marketing. The present study paints the most comprehensive picture of social media in higher education marketing by considering the theoretical underpinnings, research settings, variables of interest, and the research methods used in the reviewed literature. This study then develops a research agenda that suggests novel theoretical perspectives, contexts, associations and methodologies. Additionally, the practical and theoretical implications of this review are discussed.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2423059 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2423059

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2423059

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().