Improving Social Media Management in Higher Education Based on Digital Marketing
DOI:
https://doi.org/10.51699/cajitmf.v7i4.1371Keywords:
digital marketing, social media, higher education institution, social media management, digital transformation, content strategy, KPI, DMSI, artificial intelligence, Big Data, academic brand, strategic managementAbstract
This article examines the theoretical, methodological, and practical aspects of managing social media activities in higher education institutions based on digital marketing technologies. It explores the specific characteristics of the higher education sector, the organization of communication with multi-segment target audiences, the development of academic brand reputation on digital platforms, and the assessment of social media performance. Using public higher education institutions in the Bukhara region as a case study, the current state of social media activities is analyzed, and an approach integrating audience segments, Customer Path stages, and digital platforms is substantiated. A comprehensive social media management model combining institutional and organizational structure, process architecture, content strategy, a regulatory and ethical framework, and a monitoring system is described. Furthermore, directions for improving the effectiveness of social media management through the application of Artificial Intelligence and Big Data technologies are proposed.
References
P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 5.0: Technology for Humanity. Hoboken, NJ, USA: John Wiley & Sons, 2021.
D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 8th ed. Harlow, U.K.: Pearson Education, 2022.
D. Ryan, Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns, 5th ed. London, U.K.: Kogan Page, 2020.
A. M. Kaplan and M. Haenlein, “Users of the world, unite! The challenges and opportunities of social media,” Business Horizons, vol. 53, no. 1, pp. 59–68, 2010, doi: 10.1016/j.bushor.2009.09.003.
R. Felix, P. A. Rauschnabel, and C. Hinsch, “Elements of strategic social media marketing: A holistic framework,” Journal of Business Research, vol. 70, pp. 118–126, 2017, doi: 10.1016/j.jbusres.2016.05.001.
N. U. Baxtiyorova and O. X. Xamidov, Social Media Strategies in Higher Education. Bukhara, Uzbekistan: Bukhara State University, 2025.
D. Chaffey and P. R. Smith, Emarketing Excellence: Planning and Optimizing Your Digital Marketing, 4th ed. Abingdon, U.K.: Routledge, 2013.
J. H. Kietzmann, K. Hermkens, I. P. McCarthy, and B. S. Silvestre, “Social media? Get serious! Understanding the functional building blocks of social media,” Business Horizons, vol. 54, no. 3, pp. 241–251, 2011, doi: 10.1016/j.bushor.2011.01.005.
J. Hemsley-Brown and I. Oplatka, “Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing,” International Journal of Public Sector Management, vol. 19, no. 4, pp. 316–338, 2006, doi: 10.1108/09513550610669176.
F. Maringe, “University and course choice: Implications for positioning, recruitment and marketing,” International Journal of Educational Management, vol. 20, no. 6, pp. 466–479, 2006, doi: 10.1108/09513540610683711.
F. Pucciarelli and A. M. Kaplan, “Competition and strategy in higher education: Managing complexity and uncertainty,” Business Horizons, vol. 59, no. 3, pp. 311–320, 2016, doi: 10.1016/j.bushor.2016.01.003.
E. Constantinides and M. C. Zinck Stagno, “Potential of the social media as instruments of higher education marketing: A segmentation study,” Journal of Marketing for Higher Education, vol. 21, no. 1, pp. 7–24, 2011, doi: 10.1080/08841241.2011.573593.
R. Rutter, S. Roper, and F. Lettice, “Social media interaction, the university brand and recruitment performance,” Journal of Business Research, vol. 69, no. 8, pp. 3096–3104, 2016, doi: 10.1016/j.jbusres.2016.01.025.
A. Peruta and A. B. Shields, “Social media in higher education: Understanding how colleges and universities use Facebook,” Journal of Marketing for Higher Education, vol. 27, no. 1, pp. 131–143, 2017, doi: 10.1080/08841241.2016.1212451.
A. Sokolova and L. Yanickiy, “Artificial intelligence for university promotion in social media,” Virtual Communication and Social Networks, vol. 5, no. 2, pp. 151–161, 2026, doi: 10.21603/vcsn-2026-5-2-151-161.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Bakhtiyorova Nigina Ulugbek kizi
This work is licensed under a Creative Commons Attribution 4.0 International License.
In submitting the manuscript to the Central Asian Journal of Innovations on Tourism Management and Finance, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with Central Asian Journal of Innovations on Tourism Management and Finance agree to the following terms:
- Authors retain copyright and grant the Central Asian Journal of Innovations on Tourism Management and Finance right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the Central Asian Journal of Innovations on Tourism Management and Finance published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
