Social networks as an effective higher education institution promotion tool in the Republic of Armenia

Abstract

Relevance. The research relevance is determined by the modern context, in which Internet marketing is crucial for the promotion of any product, including educational resources. Purpose. The study aims to provide a detailed review and analysis of marketing strategies aimed at using social media, in particular Instagram, to improve the promotion of higher education institutions. Methodology. The following scientific research methods were used: comparative analysis, systematisation, and survey. Results. The study reveals the role and significance of social media in the Armenian educational system and considers the latter as an effective tool for promoting Internet marketing and educational resources. The study highlights social networks as a platform for the use of hidden and viral Internet marketing methods. Higher education institution activity on the Instagram platform, namely the European University of Armenia and the American University of Armenia, has been studied. The study determined that the effective use of social media can have a positive impact on the reputation and attractiveness of higher education institutions. The study has shown that awareness of these aspects of media literacy is an important factor in increasing interaction with the audience and creating a positive image of the university, which is of particular importance in the context of attracting potential students and their parents. Conclusions. The study conducted a survey of applicants to higher education institutions in Yerevan, which confirms that social media is an important tool for promoting universities, facilitating active participation of prospective students, creating an attractive image and opportunities for further development of marketing strategies. The results obtained can be used to develop programmes for the promotion of higher education institutions of the Republic of Armenia on social media, helping to increase their popularity and attract the attention of new students.