Assessing the impact of social media content on student enrolment in Malaysian higher education institutions

Abstract

This research investigates the impact of social media content on student enrolment in Malaysian Higher Education Institutions (HEIs). Using 231 questionnaires distributed to prospective students and analysed via SPSS, the study provides significant insights. Data collection was facilitated through Google Forms. The study employed nominal and interval scales, using a 7-point Likert scale for response measurement. It analysed metrics such as likes, comments, shares, retweets, and user engagement with HEI posts to gauge the effectiveness of social media content leading to student enrolment. Findings indicate that strategic social media content plays a crucial role in influencing prospective students' enrolment decisions, emphasizing the need for HEIs to invest in high-quality, engaging social media content. This study highlights the significant impact of social media content on student enrolment in Malaysian HEIs. The strong correlation underscores the importance of a robust social media strategy for higher education institutions.