Social media marketing a mix perspective
Introduction
In today’s digital age, digital marketing has become a critical tool for marketers, enabling the use of digital technology to deliver value and enhance customer engagement (Theodoridis & Gkikas, Citation2019). This evolution has opened diverse marketing channels, including social media, blogs, wikis, and content-sharing platforms. Social media, in particular, offers various features like conversations, sharing, identification, presence, relationships, reputation, and group interactions (Kietzmann et al., Citation2011). It is extensively utilized for increasing visibility, sharing information, obtaining feedback, issuing event invitations, and delivering timely responses (Masele & Rwehikiza, Citation2022). Social media's cost-effectiveness and efficiency make it especially impactful for engaging the digitally native generation (Wong et al., Citation2022), facilitating broad information distribution and easy access (Juhaidi, Ma’ruf, et al., Citation2024).
Digital natives use social media daily for information searches, social sharing, establishing new connections, and online shopping (Ibrahim et al., Citation2022; Juhaidi et al., Citation2023). Furthermore, millennials leverage social media not only for personal purposes but also as a tool for social movements or protests (Milkman, Citation2017). Research highlights the significant role social media plays in influencing purchasing decisions and driving product desirability (Kudeshia & Kumar, Citation2017; Widodo & Krisma Maylina, Citation2022). Moreover, social media impacts the perceptions of millennials (Ibrahim et al., Citation2022).
For universities, social media can effectively highlight scholarships, attract prospective students, engage alumni, and communicate with existing students (Alfonzo, Citation2021). Followers of university social media accounts often have a strong relationship with their institutions (Clark et al., Citation2017). Educational institutions, including universities, use social media strategically to appeal to potential students and engage stakeholders. Given the increasing internet use among adolescents, universities leverage a mix of textual content, images, infographics, videos, and podcasts to attract new students (Guruvayyanavar & Kulkarni, Citation2022).
In Indonesia, higher education institutions (HEIs) are classified into two main categories: secular/non-religious institutions managed by the Ministry of Education, Culture, Research, and Technology (MoECRT), also referred to as general higher education (GHE), and Islamic higher education (IHE) overseen by the Ministry of Religious Affairs (MoRA). IHE specializes in Islamic sciences, covering disciplines such as law, business, theology, humanities, da’wah and communication, education, and other Islamic studies. Following their transformation into universities, some IHEs have expanded into science, technology, engineering, and mathematics (STEM) fields. Indonesia hosts 59 IHEs, including 29 state Islamic universities, 24 state Islamic institutes, five state Islamic colleges, and 874 private IHEs, making up 933 institutions or 20.61% of the country’s 4,528 tertiary institutions. As of now, 1,103,956 students (17.39% of total tertiary students) are enrolled in IHEs.
IHEs play a crucial role in Indonesia’s education system, with unique responsibilities such as integrating science and technology, promoting Islamic teachings (Rafik & Priyono, Citation2018), and advancing Islamic studies (Abdullah, Citation2017). Graduates of Islamic boarding schools (pondok pesantren) and Islamic schools (madrasah) are more likely to pursue education at IHEs (Aliyah et al., Citation2023; Kinoshita, Citation2009), emphasizing IHEs' importance in providing access to higher education for Indonesia's predominantly Muslim population.
However, IHEs face challenges, such as perceptions of low quality, easy entrance exams, limited budgets, and inadequate facilities (Sa’adi, Citation2011). This has led to students feeling less pride in attending IHEs. Efforts have been made to improve their reputation through accreditation, with eight IHEs achieving superior accreditation, comparable to GHE standards. Additionally, IHEs actively use social media to build brand equity and promote their institutions, often being more active on social media than GHEs.
Despite these efforts, IHEs still struggle to compete with GHEs in student enrollment numbers, often serving as a secondary choice for prospective students. Research indicates that IHEs' social media marketing strategies have minimal impact on enrollment intentions (Juhaidi, Fuady, et al., Citation2024). This suggests that the content shared on these platforms may not align with the interests or needs of the target audience. A deeper analysis is needed to understand the content patterns that contribute to this underperformance and to identify areas for improvement to drive enrollment growth.
Research on the intersection of higher education and social media reveals various trends. For instance, in Israel, Facebook has been utilized to shape national branding while showcasing diverse institutions to attract students (Bamberger et al., Citation2020). Studies examining higher education social media content highlight factors like entertainment, interactivity, informativeness, personalization, and trendiness as essential for engagement and brand equity (Bilgin, Citation2018; Ruangkanjanases et al., Citation2022). These studies underscore the importance of tailored content strategies to drive user engagement and loyalty.
However, the unique context of IHEs, which intertwines cultural, religious, and educational paradigms, requires a more focused exploration. Existing research has yet to comprehensively address how IHEs leverage marketing principles to develop effective social media strategies and measure their impact. Content analysis, particularly in the IHE context, remains underutilized in examining social media effectiveness.
This study contributes to the body of knowledge by evaluating the effectiveness of IHE institutions’ Facebook and Instagram pages for social media marketing (SMM) and analyzing their posts through the lens of the 7Ps marketing mix strategy. By addressing this research gap, the study aims to provide detailed insights into how marketing mix elements align with the social media content strategies. This scholarly effort offers a significant addition to the discourse on SMM in higher education, particularly in the context of IHE institutions. It explores how these institutions utilize Facebook and Instagram for marketing and strategically integrate the 7Ps of marketing within their content, delivering valuable insights to guide tailored marketing approaches for the unique challenges and opportunities in Indonesia's higher education sector.
In addition to its theoretical contributions, the study aims to deliver practical value to both IHE and GHE institutions in Indonesia. It seeks to present actionable strategies for optimizing social media platforms and refining content approaches to improve the effectiveness of social media management within IHEs. By combining theoretical depth with practical relevance, this research aspires to strengthen the SMM framework for higher education institutions.
Facebook and Instagram marketing
Social media has evolved into an essential communication tool for organizations and customers alike. Social Media Marketing (SMM) can be defined in various ways. Dwivedi et al. (2015) describe it as an interactive dialogue between customers and producers about products, services, promotions, and experiences, ultimately benefiting both parties. This approach highlights the importance of customer involvement and feedback in marketing. The American Marketing Association emphasizes SMM as a form of digital marketing that uses technology to promote brands and engage customers, positioning social media as a critical promotional platform. In the context of higher education, universities leverage social media to build and manage relationships within the academic community (Ibrahim et al., 2022).
During the COVID-19 pandemic, social networking platforms like WhatsApp, YouTube, Facebook, Instagram, LinkedIn, and Twitter saw widespread adoption in higher education (Sengupta & Vaish, 2023). Among these, Facebook and Instagram stand out as two of the most popular platforms globally. As of July 2023, global social media users reached 60.6% of the world’s population. Facebook had 2.989 billion active users, and Instagram had 1.628 billion users (Global Social Media Statistics, 2023). In Indonesia alone, Facebook had 194.3 million users, while Instagram had 111.2 million users by September 2023 (NapoleonCat, 2023).
Facebook and Instagram: A Marketing Powerhouse
Higher Education Institutions on Facebook and Instagram
In higher education, social media platforms like Facebook and Instagram are instrumental in increasing visibility and engagement. For example:
- Facebook: University advertisements and posts can boost prospective students' engagement and enhance institutional visibility (Cordero-Gutiérrez & Lahuerta-Otero, 2020).
- Instagram: University Instagram content has been shown to significantly increase awareness and strengthen relationships with students (Starnes & Atkins, 2020; Espinosa-Vélez et al., 2023).
Measuring Engagement and Performance
Engagement on social media is a key indicator of SMM success. Metrics such as likes, comments, and shares reflect customer interaction and can measure the performance of SMM initiatives (Shen, 2021). High engagement rates indicate effective content strategies, while low engagement suggests room for improvement.
IHEs can assess their SMM performance by evaluating engagement levels on Facebook and Instagram. Customer behavior data plays a critical role in evaluating market trends and tailoring content strategies (Moro et al., 2016). Maintaining strong community engagement through social media is essential for organizations to adapt and thrive in dynamic environments (Jiang et al., 2023).
By analyzing these metrics, IHEs can refine their social media content to better resonate with their audience, driving higher engagement and achieving marketing objectives.
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SMM marketing mix
The marketing mix is widely regarded as a cornerstone of marketing strategy. Initially conceptualized as the 4Ps—Product, Price, Place, and Promotion (Farid et al., 2023)—it has since expanded into the 7Ps framework, which includes People, Physical Evidence, and Process (Khan, 2014). This extended marketing mix provides a comprehensive approach to achieving sales and service goals (Išoraitė, 2016). Variations of the marketing mix have been developed to address specific contexts, such as the 6Ps used in private schools and the 7Ps tailored for higher education, including elements like premiums, programs, and prominence (Ivy, 2008; Chen, 2016).
In this study, we adopt the widely recognized 7Ps marketing mix—Product, Price, Place, Promotion, People, Physical Evidence, and Process—to analyze the social media marketing strategies of educational institutions.
The 7Ps Marketing Mix in Educational Institutions
Product:
Educational institutions offer products in the form of academic programs, departments, and services. The digital era has transformed these offerings, integrating traditional services with digital tools to expand accessibility. For example, online learning, tuition payment systems, and administrative services are now complemented by workshops, seminars, and training programs (Karambut, 2021).Price:
Price refers to the monetary and non-monetary value students invest in their education, including tuition fees, scholarships, and associated costs like transportation and accommodation (Bradford & Boyd, 2020; Gajić, 2012). Financial aid mechanisms reduce the burden and play a crucial role in making education more accessible.Place:
This element focuses on the location and accessibility of educational services. In higher education, it refers to the campus’s physical location and its proximity to students, ensuring convenience and ease of access (Ho et al., 2022).Promotion:
Promotion involves communicating the institution’s offerings to prospective students and stakeholders. Strategies include digital advertising, brochures, partnerships, and social media campaigns. Although promotion may have less impact than other elements, it remains essential for building awareness and engagement (Abdelhady et al., 2019; Ravangard et al., 2020).People:
This includes everyone involved in the delivery of educational services, such as faculty, staff, and students. Faculty members play a key role in shaping the institution’s reputation through their interactions and contributions (Anane-Donkor & Dei, 2021).Physical Evidence:
The physical environment and infrastructure—campus facilities, classrooms, and even online interfaces—create a lasting impression. Elements like interior design, staff attire, and website aesthetics significantly influence perceptions of quality (Ho et al., 2022; Catana & Toma, 2021).Process:
Processes include administrative workflows such as registration, exams, evaluations, and graduation ceremonies. These processes define the overall service experience and impact student satisfaction (Ryńca & Ziaeian, 2021).
Relevance of the Marketing Mix in Higher Education
Numerous studies highlight the significance of the marketing mix in shaping higher education branding, student satisfaction, and institutional performance (Brkanlić et al., 2020; Lim et al., 2020; Prabowo, 2019). Additionally, elements like price, promotion, and process play pivotal roles in attracting students and influencing their decisions to enroll (Dally et al., 2021; Ho & Law, 2022).
Addressing Research Gaps: Marketing Mix in Social Media for IHE
While the impact of the marketing mix on higher education has been well-documented, its application to social media platforms like Facebook and Instagram remains underexplored, particularly in the context of Islamic Higher Education (IHE) in Indonesia. This study aims to fill this gap by analyzing how educational institutions integrate the 7Ps into their social media strategies. By doing so, it provides actionable insights for enhancing digital marketing performance in the higher education sector.
Design of the study
This study adopts qualitative content analysis to explore and identify the marketing mix elements present in Facebook and Instagram posts of Islamic Higher Education (IHE) institutions. Content analysis is a method used to interpret the meaning of text and images from the researcher’s perspective (Cohen et al., 2007). It is widely employed to analyze written, verbal, and visual communication, making it an effective approach for examining text and image-based content on social media platforms (Elo & Kyngäs, 2008).
Historically, content analysis has been utilized since the 19th century to study hymns, newspapers, advertisements, and political speeches. With technological advancements, its application has expanded to include the analysis of digitally stored recordings, interviews, discussions, and social media content (Harwood & Garry, 2003).
In this study, content analysis is applied to evaluate textual and visual content from IHE’s Facebook and Instagram platforms. This approach enables researchers to understand and interpret the content without requiring direct input from its creators. By examining text, images, and the frequency of published information, the study also uncovers behavioral patterns of social media administrators.
Furthermore, content analysis helps reveal underlying themes and hidden meanings within the content (Kleinheksel et al., 2020). It will also shed light on the preferences of social media managers toward specific components of the marketing mix, providing valuable insights into their digital communication strategies.
Subject and procedure for gathering data
There are 43 higher education institutions (IHE) on Kalimantan Island, the third-largest island in the world. Of these, 39 are private institutions, and 4 are state-run. This study focused on the 4 state institutions because they are the largest and most prestigious in each region. These institutions include Antasari State Islamic University (UINAn), the largest IHE in South Kalimantan; Sultan Aji Muhammad Idris State Islamic University (UINSi), the biggest in East and North Kalimantan; Palangkaraya State Islamic Institute (IAINPlk), the largest in Central Kalimantan; and Pontianak State Islamic Institute (IAINPonti), the biggest in West Kalimantan.
The research looked at social media platforms used by IHEs on Kalimantan Island, focusing on Facebook (FB) and Instagram (IG). These platforms were chosen because they are the most widely used social media in Indonesia. Platforms like Twitter (X), YouTube, TikTok, and others are used less frequently in comparison. IHEs also tend to rely on FB and IG more heavily than other applications.
The data collection process involved several steps. Researchers used search, filtering, and manual techniques to gather all FB and IG posts from January 2020 to June 2022, covering 130.36 weeks. While this method is slow and complex (Mehmood et al., 2022), it ensures a more accurate understanding of the content.
Second, the data is copied to doc format. The copied data is grouped based on IHE institution, FB and IG. Researchers reading the text understand the content of the FB and IG content.
Methodology for data processing
After gathering and organizing the data by IHE institution and social media platform (FB and IG), the next step is to analyze it to address the research question. This phase focuses on evaluating the content’s performance and relevance while connecting it to components of the marketing mix. A content analysis approach is used for this process.
The analysis follows the steps outlined in Cohen et al. (2007). First, the collected data is examined to understand the content of each post and how it relates to elements of the marketing mix. Each post is manually coded (human coding) using specific labels that correspond to the marketing mix elements: product (#Pr), price (#Pri), place (#Pl), promotion (#Prom), people (#Pe), physical evidence (#Phy), and process (#Proc) (Fraser-Arnott, 2020).
The coding process is guided by how well the text in the content matches sub-theme indicators outlined in Table 3. Human coding is preferred because humans are better at interpreting text nuances than machines (Song et al., 2020). For example, if a post highlights the accreditation or quality of a study program, it will be tagged with the code #Pr to indicate it relates to the product element of the marketing mix.
Next, the collected texts are organized by social media platform, university, and assigned codes. To evaluate the marketing performance on Facebook (FB) and Instagram (IG), engagement rate standards are applied. The number of weekly FB posts, FB engagement rates, and weekly IG posts are measured using RivalIQ standards (Lauron, 2023a, 2023b). Meanwhile, IG engagement rates are assessed using Phlanx.com standards, which account for the number of followers (Phalanx, n.d.). Descriptive statistics are then used to calculate totals (Σ), averages (x̄), and percentages (%) for each marketing mix element. This helps identify trends in FB and IG content posted by IHEs.
In the third phase, the findings are interpreted using theories from previous research. This ensures the results have both theoretical and practical relevance. Figure 1 provides a visual summary of the data processing steps.
Figure 1. Data Processing.
Source: Adapted from Mehmood et al. (2022), Elo & Kyngäs (2008), Graneheim & Lundman (2004).
Social Media Presence and Engagement of IHEs on Kalimantan Island
All higher education institutions (IHEs) on Kalimantan Island maintain active Facebook (FB) and Instagram (IG) accounts. This highlights their awareness of the significance of social media as a digital marketing tool in the Web 5.0 era. A summary of the FB and IG profiles for these institutions is provided in Table 4 below.
The effectiveness of social media as a digital marketing platform largely depends on interactions with followers. The engagement rate of these accounts serves as a key indicator, reflecting the average level of interaction per post. Metrics such as comments, likes, and shares are used to measure engagement.
Figure 2 illustrates the engagement rate calculations, based on results from the Phlanx engagement rate calculator, conducted on June 8, 2022.
Figure 2. Engagement Rate Results from Phlanx Calculator
Source: https://phlanx.com/engagement-calculator (Accessed June 8, 2022)
(a) Antasari State Islamic University
(b) Sultan Aji Muhammad Idris State Islamic University
(c) Palangkaraya State Islamic Institute
(d) Pontianak State Islamic Institute
The Facebook page is seen from public engagement per post (PEP), which shows the number of reactions (happy, sad, like, angry), comments, and shares. For example, a PEP value of 20.8 indicates that each post on the page gets an average of 20.8 reactions, comments, and shares from the public or followers.
The Engagement Rate (ER) represents the percentage of followers actively interacting with an institution’s Facebook (FB) page. Among the FB pages of various institutions, Sultan Aji Muhammad Idris State Islamic University (UINSi) and Pontianak State Islamic Institute (IAINPonti) show the highest engagement rates, with values of 14.35 and 14.26, respectively. These figures are very close to the benchmark of 14.50.
However, when considering the average number of weekly posts over the 130.36-week period, the Institutions of Higher Education (IHEs) fell short of the recommended standard. Their posting frequency did not meet the expected benchmark of at least 14.50 posts per week.
Analysis of IHE Social Media Content Based on the Marketing Mix
This section presents the content and posts shared on the Facebook (FB) and Instagram (IG) accounts of Institutions of Higher Education (IHEs), categorized according to the elements of the marketing mix. The marketing mix used in these social media accounts includes seven key components: product, price, place, promotion, people, physical evidence, and process.
Product Element in IHE Social Media Content
Instagram posts related to the product element primarily feature photo updates about scientific activities, training sessions, study programs, and accreditation information. For example, a post from Sunday, October 3, 2021, titled "Growing Study Program Insights to Realize Students Who Know Their Identity," showcased the implementation of the Personality Insights National Webinar. These types of scientific activities are frequently highlighted by IHEs as part of the product category.
On Facebook, the product element is reflected through posts about seminars, study program details, and accreditation updates. However, IHE social media accounts have not fully emphasized the benefits of their learning processes in producing the kind of graduates that meet community expectations. Instead, most social media content focuses on showcasing the available study programs, often in the context of new student admissions. This is shared through registration guides, brochures, and information on the Entrance Examination of State Islamic Higher Education (EE-SIHE).
While the product element is a critical factor for prospective students considering a college, it is not the main focus of IHEs' social media content, as reflected by the percentages. Sultan Aji Muhammad Idris State Islamic University stands out with the highest proportion of product-related posts, accounting for 17.7% on Instagram and 6.79% on Facebook, compared to other IHEs.
Leveraging Social Media for Effective Marketing in Higher Education
Social media activities play a vital role in the marketing success of higher education institutions (IHEs). However, accounts that post too many advertisements risk lower engagement, as followers often seek fun and engaging content. To address this, educational institutions must strike a balance by creating social media accounts that cater to diverse marketing objectives while aligning with audience preferences.
This study provides a strategic framework for managing the social media presence of IHEs. The framework integrates a comprehensive marketing mix plan with a variety of social media strategies, broken down into three key stages:
Content Creation with Balanced Marketing Mix
In the first stage, marketers carefully balance the elements of the marketing mix when developing content. This ensures that posts effectively promote the institution while remaining appealing to followers.Interactive and Visual Content
The next phase focuses on incorporating interactive elements into the content. Posts should include engaging formats such as videos, images, quizzes, polls, contests, and hashtags. These formats encourage student engagement, such as likes, comments, and shares, which can positively influence their decision to enroll.Influencer Collaboration
The final stage emphasizes the role of influencers in social media marketing. Collaborating with credible influencers who project an educated and professional image can amplify reach and impact. While influencers deliver the content to the audience, IHE marketers are responsible for ensuring the substance of the content aligns with the marketing mix.
By combining these strategies, IHEs can build a dynamic social media presence that effectively markets their programs while fostering meaningful engagement with prospective students.
Theoretical Contributions and a Strategic Framework for Social Media Management in Higher Education
This study offers valuable insights into the relationship between marketing mix strategies and social media management in higher education institutions (IHEs). Through content analysis, it identifies a notable gap in how IHEs integrate marketing mix techniques into their social media content. The findings highlight the need for a systematic evaluation of marketing plans and shed light on the challenges institutions face in effectively managing social media strategies. These results align with previous research, which underscores the importance of these approaches in fostering positive customer interactions, increasing satisfaction, and driving overall success (Emmanuel et al., 2022).
To address the specific needs of the higher education sector, this study introduces a tailored framework for social media management. By analyzing the key factors that influence social media marketing, the framework provides practical recommendations for improving engagement through strategic practices. It serves as a valuable guide for IHEs aiming to optimize their social media presence and build stronger connections with their audience.
Adapting Social Media Strategies for Higher Education in the Web 5.0 Era
This study underscores the vital importance of social media in the evolving Web 5.0 landscape and calls on administrators of higher education institutions (IHEs) to refine their social media management strategies. It advocates for a balanced approach that integrates elements of the marketing mix with diverse and engaging social media content.
The study also highlights the potential of involving influencers, particularly students, to amplify engagement and connect with target audiences. By adopting these strategies, IHEs can effectively share information, increase interaction, and strengthen their reputation and competitiveness in the digital age.
Future Directions for Research in Social Media Marketing for Higher Education Institutions
While this study offers valuable insights into the social media marketing (SMM) content of Facebook (FB) and Instagram (IG) for higher education institutions (IHEs) on Kalimantan Island, Indonesia, it also presents several limitations that create opportunities for further research. The focus on Kalimantan Island may limit the ability to generalize the findings to other regions in Indonesia. Therefore, expanding the scope to include a broader range of higher education institutions (HEIs) across the country could provide a more comprehensive understanding of SMM strategies on different platforms, including emerging social media channels used by HEIs.
Additionally, this study does not explore the direct relationship between the content marketing mix strategies on FB and IG and the marketing performance of IHEs compared to non-religious/general higher education (GHE) institutions. Future research should investigate the impact of these strategies on key performance indicators, such as enrollment intention and brand reputation, to better understand the effectiveness of SMM.
These limitations highlight several promising avenues for future research:
- Marketing Mix and Enrollment Intention: Studying how different marketing mix strategies influence enrollment decisions, particularly in IHEs across various types of HEIs in Indonesia, would provide deeper insights into the role of SMM in higher education marketing.
- Comparing SMM Practices: Exploring the differences in SMM practices between IHEs and GHEs in Indonesia could reveal valuable insights into how marketing dynamics differ across the higher education sector.
- Complex Relationships in SMM: Researching the interplay between elements of the marketing mix, social media activities, influencer engagement, and enrollment intentions could lead to a better understanding of how to craft effective marketing strategies for HEIs.
Addressing these gaps in research will help develop more tailored and effective SMM strategies, ultimately enhancing the visibility, engagement, and success of higher education institutions in Indonesia and beyond.
Conclusion
This study reveals that IHEs have incorporated various components of the marketing mix into their Facebook and Instagram accounts. However, an uneven representation of these elements negatively impacts engagement, resulting in performance that falls short of established benchmarks. The imbalance in showcasing marketing mix elements is linked to lower engagement levels across social media platforms.
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