Strengthening social media capabilities to improve private Islamic higher education marketing performance

Hendra Riofita () and Waldana Dimasadra ()

Asian Journal of Islamic Management (AJIM), 2022, vol. 4, issue 2, 110-125

Abstract: Purpose – This research is conducted to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance as well as the number of prospective students.Methodology – The design of this study is a survey. The data processed with SPSS and Amos program are collected from the elements of leaders of Indonesian private Islamic higher education. Multi-stage sampling and simple random methods are applied.Findings – Digital public relations and digital network empowerment, respectively has a very significant role to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance and as well as the number of prospective students. Implications – The findings of this research encourage Private Islamic Higher Education to apply both digital public relations and digital network empowerment on social media. Originality – This research develops digital public relations and digital network empowerment as intervening variables, considering that both digital constructs have the capabilities to realize the marketing-related activities through a collaborative relationship approach required by social media to attract prospective students to join Private Islamic Higher Education.

Keywords: Social media; public relations; networks; marketing performance; higher education (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:uii:jrajim:v:4:y:2022:i:2:p:110-125:id:26402

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