Social media marketing of Islamic higher education institution in Indonesia: a marketing mix perspective

References

• Abdelhady, M. R. R., Fayed, H. A. K., & Fawzy, N. M. (2019). The influence of airlines’ marketing mix elements on passengers’ purchasing decision- making: The case of FSCs and LCCs. International Journal of Hospitality & Tourism Systems, 12(2), 1–22.
   Google Scholar
• Abdullah, M. A. (2017). Islamic studies in higher education in Indonesia: Challenges, impact and prospects for the world community. Al-Jami’ah Journal of Islamic Studies, 55(2), 391–426. https://doi.org/10.14421/ajis.2017.552.391-426
   Google Scholar
• Alfonzo, P. (2021). Getting granular—Uncovering actionable insights for effective social media management in the higher education sector. Journal of Nonprofit & Public Sector Marketing, 35(5), 468–493. https://doi.org/10.1080/10495142.2021.1970078
   Web of Science ®Google Scholar
• Aliyah, H., Anif, M., Warisno, A., Andari, A. A., & Anshori, A. (2023). Implementation of Islamic higher education development management in Indonesia. JMKSP, 8(1), 175–186. https://doi.org/10.31851/jmksp.v8i1.10952
   Google Scholar
• Amornpashara, N., Rompho, N., & Phadoongsitthi, M. (2015). A study of the relationship between using Instagram and purchase intention. J. for Global Business Advancement, 8(3), 354. https://doi.org/10.1504/JGBA.2015.071330
   Google Scholar
• Anane-Donkor, L., & Dei, D.-G. J. (2021). Marketing mix and students’ enrolment in institutions of higher learning. Journal of Management and Business Education, 4(2), 150–164. https://doi.org/10.35564/jmbe.2021.0009
   Google Scholar
• Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
   Web of Science ®Google Scholar
• Armstrong, C., Kulczynski, A., & Brennan, S. (2021). Cue the complaint: The visual cues of Facebook business pages and their influence on consumer complaint behaviour. Journal of Marketing Management, 37(11-12), 1027–1057. https://doi.org/10.1080/0267257X.2021.1934085
   Web of Science ®Google Scholar
• Asamoah, E. S. (2021). The effect of the marketing mix on customer purchase decision in the mobile telecommunication industry in Sub-Sahara Africa. Journal of Applied Business and Economics, 23(7), 4859. https://doi.org/10.33423/jabe.v23i7.4859
   Google Scholar
• Avramenko, A. (2019). Exploring the use of social media in the higher education classroom., 73–82. In C. Rowell (Ed.), Social media in higher education: Case studies, reflections and analysis. Open Book Publishers. https://doi.org/10.11647/OBP.0162.07
   Google Scholar
• Bamberger, A., Bronshtein, Y., & Yemini, M. (2020). Marketing universities and targeting international students: A comparative analysis of social media data trails. Teaching in Higher Education, 25(4), 476–492. https://doi.org/10.1080/13562517.2020.1712353
   Web of Science ®Google Scholar
• Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
   Web of Science ®Google Scholar
• Belanche, D., Flavián, M., Ibáñez-Sánchez, S., & Pérez-Rueda, A. (2021). Instagram as a learning space to introduce virtual technology tools into post-COVID higher education. In S. Loureiro & J. Guerreiro (Eds.), Handbook of research on developing a post-pandemic paradigm for virtual technologies in higher education (pp. 188–215). IGI Global. https://doi.org/10.4018/978-1-7998-6963-4.ch010
   Google Scholar
• Bentley, K., Chu, C., Nistor, C., Pehlivan, E., & Yalcin, T. (2021). Social media engagement for global influencers. Journal of Global Marketing, 34(3), 205–219. https://doi.org/10.1080/08911762.2021.1895403
   Web of Science ®Google Scholar
• Bharti, N., & Purohit, H. (2016). Influence of social media marketing on higher education branding. Jaipuria International Journal of Management Research, 2(2), 43. https://doi.org/10.22552/jijmr/2016/v2/i2/125049
   Google Scholar
• Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
   Google Scholar
• Blažević, D., & Babić, T. (2023). Students’ Perception of Influencer Marketing on Instagram. 2023 46th MIPRO ICT and Electronics Convention (MIPRO), 888–893. https://doi.org/10.23919/MIPRO57284.2023.10159961
   Google Scholar
• Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). This post is sponsored. Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82–92. https://doi.org/10.1016/j.intmar.2016.12.002
   Web of Science ®Google Scholar
• Bradford, T. W., & Boyd, N. W. (2020). Help me help you! Employing the marketing mix to alleviate experiences of donor sacrifice. Journal of Marketing, 84(3), 68–85. https://doi.org/10.1177/0022242920912272
   Web of Science ®Google Scholar
• Brkanlić, S., Sánchez-García, J., Esteve, E. B., Brkić, I., Ćirić, M., Tatarski, J., Gardašević, J., & Petrović, M. (2020). Marketing mix instruments as factors of improvement of students’ satisfaction in higher education institutions in Republic of Serbia and Spain. Sustainability, 12(18), 7802. https://doi.org/10.3390/su12187802
   Web of Science ®Google Scholar
• Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025
   Web of Science ®Google Scholar
• Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/OIR-09-2016-0253
   Web of Science ®Google Scholar
• Catana, S., & Toma, S.-G. (2021). Marketing mix in healthcare services. Ovidius University Annals, Economic Sciences Series, 21(1), 485–489. https://doi.org/10.61801/OUAESS.2021.1.69
   Google Scholar
• Chen, Y.-C. (2016). The drive behind international student loyalty in higher-educational institutions: A structural equation model. The Asia-Pacific Education Researcher, 25(2), 315–323. https://doi.org/10.1007/s40299-015-0264-z
   Web of Science ®Google Scholar
• Chetioui, Y., Butt, I., & Lebdaoui, H. (2021). Facebook advertising, eWOM and consumer purchase intention-evidence from a collectivistic emerging market. Journal of Global Marketing, 34(3), 220–237. https://doi.org/10.1080/08911762.2021.1891359
   Web of Science ®Google Scholar
• Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036
   Web of Science ®Google Scholar
• Cohen, L., Manion, L., & Morrison, K. (2007). Research methods in education (6th ed.). Routledge.
   Google Scholar
• Cordero-Gutiérrez, R., & Lahuerta-Otero, E. (2020). Social media advertising efficiency on higher education programs. Spanish Journal of Marketing - ESIC, 24(2), 247–262. https://doi.org/10.1108/SJME-09-2019-0075
   Google Scholar
• Cuevas-Molano, E., Matosas-Lopez, L., & Bernal-Bravo, C. (2021). Factors increasing consumer engagement of branded content in Instagram. IEEE Access, 9, 143531–143548. https://doi.org/10.1109/ACCESS.2021.3121186
   Web of Science ®Google Scholar
• Dally, D., Sinaga, O., & Mohd Saudi, M. (2021). The impact of 7p’s of marketing on the performance of the higher education institutions. Review of International Geographical Education, 11(3), 235–252. https://doi.org/10.48047/rigeo.11.3.26
   Google Scholar
• Del Rocío Bonilla, M., Perea, E., Del Olmo, J. L., & Corrons, A. (2020). Insights into user engagement on social media. Case study of a higher education institution. Journal of Marketing for Higher Education, 30(1), 145–160. https://doi.org/10.1080/08841241.2019.1693475
   Web of Science ®Google Scholar
• Dhaoui, C., & Webster, C. M. (2021). Brand and consumer engagement behaviors on Facebook brand pages: Let’s have a (positive) conversation. International Journal of Research in Marketing, 38(1), 155–175. https://doi.org/10.1016/j.ijresmar.2020.06.005
   Web of Science ®Google Scholar
• Di Gangi, P. M., & Wasko, M. M. (2016). Social media engagement theory: Exploring the influence of user engagement on social media usage. Journal of Organizational and End User Computing, 28(2), 53–73. https://doi.org/10.4018/JOEUC.2016040104
   Web of Science ®Google Scholar
• Digital Marketing. (n.d.). American marketing association. Retrieved April 20, 2023, from https://www.ama.org/topics/digital-marketing/
   Google Scholar
• Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
   Web of Science ®Google Scholar
• Duh, H. I., & Thabethe, T. (2021). Attributes of Instagram influencers impacting consumer brand engagement. International Journal of Internet Marketing and Advertising, 15(5/6), 477. https://doi.org/10.1504/IJIMA.2021.10034199
   Google Scholar
• Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. https://doi.org/10.1362/146934715X14441363377999
   Google Scholar
• Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
   Google Scholar
• Eger, L., Egerová, D., Tomczyk, L., Krystoň, M., & Czeglédi, C. (2021). Facebook for public relations in the higher education field: A study from four countries Czechia, Slovakia, Poland and Hungary. Journal of Marketing for Higher Education, 31(2), 240–260. https://doi.org/10.1080/08841241.2020.1781737
   Web of Science ®Google Scholar
• Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
   Web of Science ®Google Scholar
• Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107–115. https://doi.org/10.1111/j.1365-2648.2007.04569.x
   PubMed Web of Science ®Google Scholar
• Emmanuel, B., Zhao, S., Egala, S. B., Mammet, Y., & Godson, K. (2022). Social media and its connection to business performance—A literature review. American Journal of Industrial and Business Management, 12(05), 877–893. https://doi.org/10.4236/ajibm.2022.125045
   Google Scholar
• Espinosa-Vélez, M. P., Ortega-Vivanco, M., & Garcia-Tinisaray, D. (2023). Relationship marketing on higher education institutions (HEI) in times of pandemic (Covid-19). In J. L. Reis, M. K. Peter, J. A. Varela González, & Z. Bogdanović (Eds.), Marketing and smart technologies (Vol. 337, pp. 395–409). Springer Nature. https://doi.org/10.1007/978-981-19-9099-1_27
   Google Scholar
• Farid, M. S., Cavicchi, A., Rahman, M. M., Barua, S., Ethen, D. Z., Happy, F. A., Rasheduzzaman, M., Sharma, D., & Alam, M. J. (2023). Assessment of marketing mix associated with consumer’s purchase intention of dairy products in Bangladesh: Application of an extended theory of planned behavior. Heliyon, 9(6), e16657. https://doi.org/10.1016/j.heliyon.2023.e16657
   PubMed Web of Science ®Google Scholar
• Fraser-Arnott, M. (2020). The marketing mix in parliamentary library websites. Journal of Library Administration, 60(8), 875–888. https://doi.org/10.1080/01930826.2020.1820279
   Web of Science ®Google Scholar
• Gajić, J. (2012). Importance of marketing mix in higher education institutions. The European Journal of Applied Economics, 9(1), 29–41.
   Google Scholar
• Garcia, J. E., Pereira, J. S., & Cairrão, Á. (2021). Social media content marketing strategy for higher education: A case study approach. In Á. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Eds.), Marketing and smart technologies (Vol. 205, pp. 493–505). Springer. https://doi.org/10.1007/978-981-33-4183-8_39
   Google Scholar
• Garza Salgado, E., & Royo Vela, M. (2019). Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty. Journal of Marketing for Higher Education, 29(1), 102–120. https://doi.org/10.1080/08841241.2019.1605437
   Web of Science ®Google Scholar
• Global Social Media Statistics. (2023). DataReportal – Global digital insights. https://datareportal.com/social-media-users
   Google Scholar
• Graneheim, U. H., & Lundman, B. (2004). Qualitative content analysis in nursing research: Concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24(2), 105–112. https://doi.org/10.1016/j.nedt.2003.10.001
   PubMed Web of Science ®Google Scholar
• Guruvayyanavar, M. S. M., & Kulkarni, M. (2022). Role of digital marketing and its impact in decision making of a student fraternity in higher education 2021–2022. International Journal of Advance and Applied Research, 9(6). https://doi.org/10.5281/zenodo.7085363
   Google Scholar
• Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, 3(4), 479–498. https://doi.org/10.1362/146934703771910080
   Google Scholar
• Hassan, A. (2021). The usage of artificial intelligence in digital marketing: A review. In: Hamdan, A., Hassanien, A.E., Khamis, R., Alareeni, B., Razzaque, A., & Awwad, B. (Eds.), Applications of artificial intelligence in business, education and healthcare. Studies in Computational Intelligence (Vol. 954, pp. 357–383). Cham: Springer. https://doi.org/10.1007/978-3-030-72080-3_20
   Google Scholar
• Hazzam, J. (2022). The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network. Young Consumers, 23(2), 197–212. https://doi.org/10.1108/YC-03-2021-1296
   Web of Science ®Google Scholar
• Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Factors influencing watching and purchase intentions on live streaming platforms: From a 7Ps marketing mix perspective. Information, 13(5), 239. https://doi.org/10.3390/info13050239
   Google Scholar
• Ho, G. K. S., & Law, R. (2022). Marketing strategies in the decision-making process for undergraduate choice in pursuit of hospitality and tourism higher education: The case of Hong Kong. Journal of Hospitality & Tourism Education, 34(2), 124–136. https://doi.org/10.1080/10963758.2020.1791136
   Web of Science ®Google Scholar
• Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1–25. https://doi.org/10.1080/13527266.2021.1984279
   Google Scholar
• Ibrahim, S. S., Ahmad, M., Hassan, W. A. W., Noor, A. H. M., & Ramli, A. H. (2022). Social media influence towards understanding, awareness and perception on royal institutions: Empirical study on young millennials. Pertanika Journal of Social Sciences and Humanities, 30(1), 363–380. https://doi.org/10.47836/pjssh.30.1.19
   Web of Science ®Google Scholar
• Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
   Web of Science ®Google Scholar
• Išoraitė, M. (2016). Marketing mix theoretical aspects. International Journal of Research -GRANTHAALAYAH, 4(6), 25–37. https://doi.org/10.29121/granthaalayah.v4.i6.2016.2633
   Google Scholar
• Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
   Google Scholar
• Jaakonmäki, R., Muller, O., Brocke., & J., Vom. (2017). The impact of content, context, and creator on user engagement in social media marketing. Proceedings of the Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2017.136
   Google Scholar
• Jiang, X., Chiu, D. K. W., & Chan, C. T. (2023). Application of the AIDA model in social media promotion and community engagement for small cultural organizations: A case study of the Choi Chang Sau Qin Society. In M. Dennis & J. Halbert (Eds.), Advances in social networking and online communities (pp. 48–70). IGI Global. https://doi.org/10.4018/978-1-6684-5190-8.ch004
   Google Scholar
• John, S. P., Walford, R., & Purayidathil, J. (2022). Factors affecting the adoption of social media in marketing of higher education: An empirical analysis. FIIB Business Review, 11(4), 422–437. https://doi.org/10.1177/23197145211072198
   Google Scholar
• Juhaidi, A., Analisa, F., Hidayati, N., Syaiffuddin, S., Ridhahani, R., Masyithah, U., Muhsin, A., & Muhammad, R. (2023). Digital citizenship of generation Z in Indonesia: Does islamic higher education matter? Journal of Higher Education Theory and Practice, 23(13), 165–181.
   Google Scholar
• Juhaidi, A., Fuady, M. N., Ramadan, W., & Ma’ruf, H. (2024). Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world. Nurture, 18(2), 435–455. https://doi.org/10.55951/nurture.v18i2.642
   Google Scholar
• Juhaidi, A., Ma’ruf, H., Yuseran, M., Janah, R., Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., Lisdariani, R., Salamah, Shapiah, & Mudhiah. (2024). The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust. Social Sciences & Humanities Open, 10, 100955. https://doi.org/10.1016/j.ssaho.2024.100955
   Google Scholar
• Karambut, F. (2021). The effect of marketing mix perception on the intention of online merchant financing. Journal of Small Business Strategy, 31(3), 19–32. https://doi.org/10.53703/001c.29732
   Google Scholar
• Khan, M. T. (2014). The concept of ‘marketing mix’ and its elements. International Journal of Information, Business and Management, 6(2), 95–107.
   Google Scholar
• Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
   Web of Science ®Google Scholar
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
   Web of Science ®Google Scholar
• Kinoshita, H. (2009). Islamic higher education in contemporary Indonesia: Through the Islamic Intellectuals of al-Azharite Alumni. Kyoto University.
   Google Scholar
• Kleinheksel, A. J., Rockich-Winston, N., Tawfik, H., & Wyatt, T. R. (2020). Demystifying Content Analysis. American Journal of Pharmaceutical Education, 84(1), 7113. https://doi.org/10.5688/ajpe7113
   PubMed Web of Science ®Google Scholar
• Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
   Web of Science ®Google Scholar
• Kwok, L., Tang, Y., & Yu, B. (2020). The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb. International Journal of Hospitality Management, 90, 102616. https://doi.org/10.1016/j.ijhm.2020.102616
   PubMed Web of Science ®Google Scholar
• Lalicic, L., Huertas, A., Moreno, A., & Jabreel, M. (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful? Journal of Destination Marketing & Management, 16, 100350. https://doi.org/10.1016/j.jdmm.2019.03.004
   Web of Science ®Google Scholar
• Lauron, S. (2023a). What is a good engagement rate on Instagram? Rival IQ. https://www.rivaliq.com/blog/good-engagement-rate-instagram/
   Google Scholar
• Lauron, S. (2023b). What is a good engagement rate on Facebook? Rival IQ. https://www.rivaliq.com/blog/good-engagement-rate-facebook/
   Google Scholar
• Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
   Web of Science ®Google Scholar
• Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A meta-analysis of the effects of brands’ owned social media on social media engagement and sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
   Web of Science ®Google Scholar
• Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
   Web of Science ®Google Scholar
• Mahajan, P., & Golahit, S. (2020). Service marketing mix as input and output of higher and technical education: A measurement model based on students’ perceived experience. Journal of Applied Research in Higher Education, 12(2), 151–193. https://doi.org/10.1108/JARHE-01-2019-0022
   Web of Science ®Google Scholar
• Masele, J. J., & Rwehikiza, D. P. (2022). Usability of social media for promoting higher learning institutions’ activities in Tanzania: A diffusion of innovation perspective. Journal of Nonprofit & Public Sector Marketing, 36(1), 91–122. https://doi.org/10.1080/10495142.2022.2133060
   Web of Science ®Google Scholar
• Mehmood, S., Ahmad, I., Adnan Khan, M., Khan, F., & Whangbo, T. (2022). Sentiment analysis in social media for competitive environment using content analysis. Computers, Materials & Continua, 71(3), 5603–5618. https://doi.org/10.32604/cmc.2022.023785
   Web of Science ®Google Scholar
• Men, L. R., Tsai, W.-H. S., Chen, Z. F., & Ji, Y. G. (2018). Social presence and digital dialogic communication: Engagement lessons from top social CEOs. Journal of Public Relations Research, 30(3), 83–99. https://doi.org/10.1080/1062726X.2018.1498341
   Web of Science ®Google Scholar
• Milkman, R. (2017). A new political generation: Millennials and the post-2008 wave of protest. American Sociological Review, 82(1), 1–31. https://doi.org/10.1177/0003122416681031
   Web of Science ®Google Scholar
• Moro, S., Rita, P., & Vala, B. (2016). Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research, 69(9), 3341–3351. https://doi.org/10.1016/j.jbusres.2016.02.010
   Web of Science ®Google Scholar
• Ndofirepi, E. (2020). Marketing mix in a heterogenous higher education market: A case of Africa. In: Mogaji, E., Maringe, F., & Hinson, R. E. (Eds.), Understanding the higher education market in Africa, (1st ed., Vol. 55, pp. 241–262). Routledge. https://doi.org/10.4324/9780429325816
   Google Scholar
• Obeso, M., Pérez-Pérez, M., García-Piqueres, G., & Serrano-Bedia, A.-M. (2023). Enhancing students’ learning outcomes through smartphones: A case study of using Instagram in higher management education. The International Journal of Management Education, 21(3), 100885. https://doi.org/10.1016/j.ijme.2023.100885
   Web of Science ®Google Scholar
• Onuorah, C. P., Ojiaku, O. C., & Olise, M. C. (2022). Effect of social media marketing on customer brand engagement in the banking industry: Evidence from an emerging economy. Management & Marketing, 20(2), 125–140. https://doi.org/10.52846/MNMK.20.2.01
   Google Scholar
• Pardiyono, R., & Indrayani, R. (2019). Decision support system to choose private higher education based on marketing mix model criteria in Indonesia. IOP Conference Series, 508(1), 012112. https://doi.org/10.1088/1757-899X/508/1/012112
   Google Scholar
• Pardiyono, R., Suteja, J., Puspita, H. D., & Juju, U. (2022). Dominant factors for the marketing of private higher education. Decision Science Letters, 11(2), 137–146. https://doi.org/10.5267/j.dsl.2021.12.002
   Google Scholar
• Park, C.-I., & Namkung, Y. (2022). The effects of Instagram marketing activities on customer-based brand equity in the coffee industry. Sustainability, 14(3), 1657. https://doi.org/10.3390/su14031657
   Web of Science ®Google Scholar
• Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284
   Google Scholar
• Peruta, A., & Shields, A. B. (2017). Social media in higher education: Understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27(1), 131–143. https://doi.org/10.1080/08841241.2016.1212451
   Web of Science ®Google Scholar
• Phalanx. (n.d.). Instagram Engagement Calculator. Retrieved November 24, 2023, from https://phlanx.com/engagement-calculator
   Google Scholar
• Prabowo, H. (2019). The effect of marketing mix toward brand equity at higher education institutions: A case study in BINUS online learning Jakarta. Pertanika Journal of Social Sciences and Humanities, 27(3), 1609–1616.
   Web of Science ®Google Scholar
• Rafik, A., & Priyono, A. (2018). A new insight into alumni satisfaction model for Islamic higher education institutions (IHEI). Management Research Review, 41(12), 1411–1437. https://doi.org/10.1108/MRR-01-2017-0005
   Google Scholar
• Rahman, W. N. A., Mutum, D. S., & Ghazali, E. M. (2022). Consumer engagement with visual content on Instagram: Impact of different features of posts by prominent brands. International Journal of E-Services and Mobile Applications, 14(1), 1–21. https://doi.org/10.4018/IJESMA.295960
   Google Scholar
• Ramadanty, S., & Syafganti, I. (2021). Discovering Indonesian higher education promotional content through Instagram. 2021 International Conference on Information Management and Technology (ICIMTech), 320–325. https://doi.org/10.1109/ICIMTech53080.2021.9535064
   Google Scholar
• Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients’ selection of a hospital: Experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1), 25. https://doi.org/10.1186/s42506-020-00052-z
   PubMed Web of Science ®Google Scholar
• Richter, J. P., & Kazley, A. S. (2020). Social media: How hospital Facebook activity may influence patient satisfaction. Health Marketing Quarterly, 37(1), 1–9. https://doi.org/10.1080/07359683.2020.1713573
   PubMedGoogle Scholar
• Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S.-C. (2022). Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology, 13, 1004573. https://doi.org/10.3389/fpsyg.2022.1004573
   PubMed Web of Science ®Google Scholar
• Ryńca, R., & Ziaeian, Y. (2021). Applying the goal programming in the management of the 7P marketing mix model at universities-case study. PLOS One, 16(11), e0260067. https://doi.org/10.1371/journal.pone.0260067
   PubMed Web of Science ®Google Scholar
• Sa’adi, S. (2011). A survey on the development of Islamic higher education in Indonesia: An epistemological review. Indonesian Journal of Islam and Muslim Societies, 1(1), 151. https://doi.org/10.18326/ijims.v1i1.151-169
   Google Scholar
• Sengupta, S., & Vaish, A. (2023). A study on social media and higher education during the COVID-19 pandemic. Universal Access in the Information Society, https://doi.org/10.1007/s10209-023-00988-x
   PubMed Web of Science ®Google Scholar
• Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The Role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53, 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
   Web of Science ®Google Scholar
• Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: Evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-10-2019-0161
   Web of Science ®Google Scholar
• Shukla, A., & Bhasin, K. (2022). Social media usage in higher education: Role in marketing and communication during COVID-19. Transnational Marketing Journal, 10(1), 87–101. https://doi.org/10.33182/tmj.v10i1.1807
   Google Scholar
• Slutskyi, Y. (2023). Social, psychological, professional and academic features of the use of social media in the activities of higher education institutions. International Journal of Media and Information Literacy, 8(1), 228–239. https://doi.org/10.13187/ijmil.2023.1.228
   Google Scholar
• Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
   Web of Science ®Google Scholar
• Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/IJEM-08-2022-0315
   Web of Science ®Google Scholar
• Song, H., Tolochko, P., Eberl, J.-M., Eisele, O., Greussing, E., Heidenreich, T., Lind, F., Galyga, S., & Boomgaarden, H. G. (2020). In validations we trust? The impact of imperfect human annotations as a gold standard on the quality of validation of automated content analysis. Political Communication, 37(4), 550–572. https://doi.org/10.1080/10584609.2020.1723752
   Web of Science ®Google Scholar
• Sörensen, I., Fürst, S., Vogler, D., & Schäfer, M. S. (2023). Higher education institutions on Facebook, Instagram, and Twitter: Comparing Swiss Universities’ social media communication. Media and Communication, 11(1), 264–277. https://doi.org/10.17645/mac.v11i1.6069
   Web of Science ®Google Scholar
• Starnes, H., & Atkins, K. (2020). Social media and university enrollment: Can social media be used to raise awareness of university programs? AtMA 2019. https://www.semanticscholar.org/paper/Social-Media-and-University-Enrollment%3A-Can-Social-Starnes-Atkins/291ec38c8110379fb949ccf664f9334f7b5466c3
   Google Scholar
• Sulekha,., & Mor, K. (2021). Study of market mix for the brand preferences for personal care products: A demographic comparision for HUL and ITC. Ilkogretim Online, 20(5), 2433–2446.
   Google Scholar
• Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943. https://doi.org/10.1108/MIP-07-2014-0135
   Web of Science ®Google Scholar
• Tecoalu, M. (2022). Assessing the effect of high school quality factors in selecting a high school. Jurnal Manajemen Dan Pemasaran Jasa, 15(1), 37–48. https://doi.org/10.25105/jmpj.v15i1.10719
   Google Scholar
• Tharani, A. (2021). The Instagram Effect: Instagram and Loss of Agency. Crossing Borders: Student Reflections on Global Social Issues, 3(1), 1–4. https://doi.org/10.31542/cb.v3i1.2249
   Google Scholar
• Theodoridis, P. K., & Gkikas, D. C. (2019). How artificial intelligence affects digital marketing. In A. Kavoura, E. Kefallonitis, & A. Giovanis (Eds.), Strategic innovative marketing and tourism. (pp. 1319–1327). Springer International Publishing. https://doi.org/10.1007/978-3-030-12453-3_151
   Google Scholar
• Thongmak, M. (2015). Engaging Facebook users in brand pages: Different posts of marketing-mix information. In W. Abramowicz (Ed.), Business information systems (Vol. 208, pp. 299–308). Springer International Publishing. https://doi.org/10.1007/978-3-319-19027-3_24
   Google Scholar
• Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 2021(3), 267–292. https://doi.org/10.1007/s43039-021-00035-8
   Google Scholar
• Wallace, E., Buil, I., & Catalán, S. (2020). Facebook and luxury fashion brands: Self-congruent posts and purchase intentions. Journal of Fashion Marketing and Management, 24(4), 571–588. https://doi.org/10.1108/JFMM-09-2019-0215
   Web of Science ®Google Scholar
• Wang, P., & McCarthy, B. (2021). What do people “like” on Facebook? Content marketing strategies used by retail bank brands in Australia and Singapore. Australasian Marketing Journal, 29(2), 155–176. https://doi.org/10.1016/j.ausmj.2020.04.008
   Web of Science ®Google Scholar
• Widodo, T., & Krisma Maylina, N. L. P. (2022). The mediating role of perceived value and social media word-of-mouth in the relationship between perceived quality and purchase intention. Jurnal Manajemen Dan Pemasaran Jasa, 15(1), 49–68. https://doi.org/10.25105/jmpj.v15i1.9468
   Google Scholar
• Wies, S., Bleier, A., & Edeling, A. (2023). Finding goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383–405. https://doi.org/10.1177/00222429221125131
   Web of Science ®Google Scholar
• Wilkins, S., & Huisman, J. (2021). Institution strategy in transnational higher education: Late entrants in mature markets – the case of international branch campuses in the United Arab Emirates. Studies in Higher Education, 46(4), 704–720. https://doi.org/10.1080/03075079.2019.1649386
   Web of Science ®Google Scholar
• Wong, L.-W., Tan, G. W.-H., Hew, J.-J., Ooi, K.-B., & Leong, L.-Y. (2022). Mobile social media marketing: A new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 32(1), 113–137. https://doi.org/10.1080/08841241.2020.1834486
   Web of Science ®Google Scholar
• Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
   Web of Science ®Google Scholar
• Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data – State of characteristics and application. Journal of Business Research, 144, 1064–1076. https://doi.org/10.1016/j.jbusres.2022.02.016
   Web of Science ®Google Scholar
• Živojinović, L., Stojanović, D., Labus, A., Bogdanović, Z., & Despotović-Zrakić, M. (2023). Harnessing Instagram® for collaborative learning in higher education. Interactive Learning Environments, Query Date: 2023-11-22 08, 17(32), 1–25. https://doi.org/10.1080/10494820.2023.2268704
   Google Scholar