The impact of social media marketing on university preferences: A pilot study

This study, titled "The Impact of Social Media Marketing on University Preferences: A Pilot Study," aims to investigate the role of social media marketing in the student recruitment processes of higher education institutions and its impact on prospective students' university preferences. In the current era of digital transformation, social media platforms have become central to universities' communication and marketing strategies. Within this context, the thesis examines the structural characteristics of higher education and foundation universities, the fundamental dynamics of social media marketing, and the significance of public relations in this process. Designed as a pilot study, the research seeks to analyze the effect of social media campaigns on prospective students' perceptions and preferences within a limited sample. The study concludes that social media plays a significant role in enhancing universities' brand awareness and establishing emotional connections with potential students. Furthermore, social media marketing has been identified as an influential factor in the information-seeking and decision-making processes of younger generations. Additionally, the integration of public relations activities with social media has been found to offer a vital strategy for universities in image management and crisis communication. Lastly, it has been emphasized that social media campaigns are not solely promotional but also create deeper impacts such as building trust and fostering a sense of belonging. This study serves as a starting point for understanding the impact of social media marketing in the context of higher education and lays the groundwork for future large-scale research.