THE Influence of social media on university search and selection process: The case of Maltepe University

This research was conducted with the aim of analyzing the role of social media in the university preference process of prospective students. The study, which involved a case study, included 153 survey participants, 30 in-depth interview participants, and a focus group consisting of the university's social media team. The findings demonstrated that social media served as an important tool in shaping prospective students' university research. Posts on official university accounts about campus facilities, academic staff, and student activities had an influence on the preferences of prospective students. Posts reflecting the experiences of peers were also seen as a determining factor in preferences. However, the negative aspects should not be overlooked. The impact of superficial and promotional content is a crucial consideration. On the other hand, it was observed that parents also integrate social media into the preference process. It was determined that universities should create student-oriented social media accounts, peers should make more objective and comprehensive posts, parents should use guidance materials consciously, and active social media use by the rector, as well as the necessity of virtual campus tours. In conclusion, this research contributed to understanding the role of social media in university preference processes and provided significant findings that could serve as inspiration for the university selection process and future studies.