How online marketing influences students’ decision-making when choosing higher education institutions.

Omabuwa, Mr Sholayemi (2026) How online marketing influences students’ decision-making when choosing higher education institutions. BA/BSc, Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar).

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Absztrakt (kivonat)

Abstract As international education becomes increasingly competitive, online marketing has emerged as one of the most powerful tools universities use to attract prospective students across borders. This study explores; how leading higher education destinations use digital marketing strategies to enhance visibility, build institutional reputation, and influence student decision-making. The research also investigates how Hungary, as an emerging education destination, can adopt these successful approaches to strengthen its global position. The study applied a mixed-methods approach, combining quantitative and qualitative techniques. Quantitative data were collected via questionnaires targeting students and prospective students who actively use online platforms to research universities, while qualitative insights were gathered through interviews with marketing professionals and international office coordinators. Secondary data were also analyzed from academic journals, reports, and institutional websites. The findings reveal that visual and interactive platforms such as YouTube and Instagram are the most influential in shaping students’ perceptions, while authentic, experience-based content including testimonials and campus life videos creates stronger emotional connections than formal advertising. Interviews with institutional staff confirmed that creativity, cultural adaptation, and data-driven strategies are key to successful digital outreach. Overall, the research concludes that online marketing plays a decisive role in shaping students’ university choices. For Hungary and similar education markets, strategic investment in digital communication, authenticity, and brand storytelling can significantly improve global visibility and student recruitment outcomes. Keywords: online marketing, university branding, social media, higher education marketing, Influencer marketing.

Angol cím

How online marketing influences students’ decision-making when choosing higher education institutions.

Intézmény

Soproni Egyetem

Kar

Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar)

Tanszékcsoport/intézet

LKK - Közgazdasági és Nemzetközi Kapcsolatok Intézet

Szak

LKK - Nemzetközi gazdálkodás alapszak angol nyelven (BA)

Témavezető(k)

Helyi kari azonosító

LKK-A-2026-22

Mű típusa:	Szakdolgozat
Felhasználói azonosító szám (ID):	Mr Sholayemi Omabuwa
Dátum:	21 Júl 2026 13:43
Utolsó módosítás:	21 Júl 2026 13:43
URI:	http://diploma.uni-sopron.hu/id/eprint/17517

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