Abstract
Rich-media is driving applicant engagement within the higher education recruitment process, yet research into this area is limited. Responding to the current gap, this study aims to explain the emerging impact of rich-media on student recruitment choice criteria in a higher education digital marketing context. Higher education applicants inhabit a digitally connected world where online engagement and presence are a fundamental part of consumer experience. To explore this topic, the research adopts a mixed methods approach utilising qualitative and quantitative data from three key data sources; a survey, focus groups and Vlog content analysis. The study focuses on UK undergraduate applicants aspiring to join a modern higher education institution.The findings confirm that many applicants are inspired by rich-media. Within this field, the growth of social media influencers or vloggers was a dominant theme; these often entertaining and emotionally charged interactions are emerging as influential factors in the applicant’s decision-making process. In response, a social engagement framework was created for HE marketing managers depicting how potential students engage with digital media during the applicant-to-student journey. By reflecting on the stages of applicant digital social participation, this study presents a framework that maps the social media journey and provides the basis for structured marketing engagement points. The framework offers a platform-agnostic approach focusing on appropriate communication points to improve the customer journey. In addition, the framework identifies potential networked communities that enable applicants to connect, communicate and focus on topics that are relevant to their interests.
| Date of Award | Jan 2023 |
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| Original language | English |
| Awarding Institution |
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| Supervisor | Maureen Meadows (Supervisor), Danielle Talbot (Supervisor) & David Jarvis (Supervisor) |