Education marketing managers are increasingly becoming aware of the benefits of social media engagement in recruitment marketing for colleges and universities. Today’s prospective student is tech-savvy and information driven. Despite a general emphasis on social media engagement in a university marketing strategy, there is minimal research on the influence it has on university student recruitment and the amount of effort that universities should dedicate to social media engagement. Therefore, this study focuses on the influence of university social media engagement, particularly Facebook, on university student recruitment in the form of student applications.
