PRIORITIZATION OF NEWS AND INFORMATION FOR BRAND PROMOTION BY UNIVERSITIES: THE STUDENTS PERSPECTIVE

Abstract

This study helps Universities to better understand how social media contributes to university brand building. Developing a consistent brand across every stakeholder's engagements is widely recognized as crucial to successfully attracting and retaining students. The exact kinds of information that universities should be sharing on social media and the kinds of announcements that successfully engage students have not been thoroughly examined. As a research tool, a questionnaire based on the Analytic Hierarchy Process (AHP) was created, and the study was conducted to determine the relative importance of each brand promotion activities that universities participated in various social media platforms. Placements (21.36%) of brand promotion news and announcements, followed by admissions (18.66%) and student-related information (14.40%). Therefore, in order to increase engagement and expand the target market for their announcements, institutions must better manage their social media content.