A social media outlook on branding higher education institutions in Africa

The rise in popularity of branding and social media is changing the landscape in consumer marketing. This shift has also affected how higher education institutions build relationships with their stakeholders. With the proliferation of online degree options, distance is less of a consideration in choosing a school and thus institutions are aiming for global visibility and a wider reach. This study explores how branding and social media engagement impacts relationship quality between the university and prospective students, current students and the society at large. It also examines how consistent and targeted branding can increase student numbers. Data collected from institutions across Africa was analysed to determine if a correlation exists between branding and increase in student enrolment in higher institutions in Africa. The study focuses on the common digital and social media marketing utilized by universities across Africa and identifies the purpose of using digital and social media marketing by higher education institutions (HEIs). Furthermore, it also assessed the level of adoption of digital technologies. This study suggests the exploration of market segmentation as a means of meeting the needs of prospective students and increasing visibility and desirability.