An examination of digital media usage in corporate promotional activities

The aim of this study is to reveal the role of "prospective student web pages", one of the digital media channels used for university promotion within the scope of corporate communication activities of universities, in the promotion processes. In this direction, a quantitative field research was conducted based on survey data applied to undergraduate students of Bursa Technical University. The findings of the research show that awareness of prospective student web pages is limited; only 44.1% of them visit these pages, while 17% are not aware of this medium. In the process of obtaining information about universities, it was found that YÖK Atlas (48.1%) and guidance counselors (26%) were the primary sources, while prospective student pages were used at a low level with 3.4%. The research was approved by the decision of the BTU Ethics Committee dated 18.07.2024 and numbered E.160639. The results of the research show that prospective student web pages have potential as a promotional tool, but this potential should be evaluated strategically.