DETERMINANTS OF DIGITAL PROMOTION INFLUENCING STUDENTS' CHOICE OF COLLEGE: A COMPREHENSIVE ANALYSIS
Abstract
This study explores the multifaceted landscape of digital promotion and its influence on students' decisions in selecting a college for their higher education. As the digital realm continues to reshape communication and engagement, understanding the determinants that significantly impact students' choices becomes paramount for higher education institutions. Leveraging a comprehensive approach, this research delves into various digital marketing strategies and their effects on the decision-making process. The study employs a mixed- methods approach, combining quantitative surveys and qualitative interviews to gather insights from a diverse sample of prospective students. Key determinants under examination include online presence, content personalization, social media engagement, trust-building strategies, and the overall impact of digital advertising campaigns. Through rigorous data analysis, the research aims to uncover patterns, correlations, and the nuanced interactions between digital marketing determinants and students' perceptions. The study also addresses potential limitations, such as self-reporting bias and external factors, to ensure the integrity and reliability of the findings. The implications of the research extend beyond academic circles to practitioners, providing higher education institutions with actionable insights to refine their digital marketing strategies. As the higher education landscape becomes increasingly competitive, a thorough understanding of the digital promotion determinants influencing students' choices is imperative for colleges to adapt, innovate, and effectively connect with their target audience. This comprehensive analysis contributes to the evolving discourse on the intersection of digital marketing and higher education, offering valuable insights for educators, marketers, and policymakers seeking to navigate the digital landscape and enhance the college selection experience for prospective students.
