Key Factors of Social Media Marketing in Higher Education: A Literature-Based Analysis

Abstract

Over the last few years, social media marketing—or SMM—has been rather prevalent in higher education. Higher education institutions interact with stakeholders, create strong brand identities, and use social media to increase awareness. This work aims to compile notable SMM components by means of a comprehensive literature study relying on scholarly publications spanning 2015 to 2024. Recommended are the eight key features of social media marketing: content quality, platform consistency, emotional storytelling, user involvement, visual identity, frequency and timeliness, stakeholder participation, and reputation management. Particularly in semi-urban areas, HEIs must consider these factors while creating successful branding strategies. Future studies should include context-sensitive strategies and offer empirical support.