Role of digital marketing engagement in shaping brand image and enrolment decision in HEIs

Abstract

Growing competition and digitalization of higher education have intensified the need for effective and authentic branding strategies. The research evaluates and examines the digital marketing practices function in shaping brand authenticity, brand trust, and student loyalty in higher education institutions (HEIs), while also assessing the moderating effect of perceived greenwashing. Employing the appropriate quantitative research design, relevant data were gathered from 400 students through an appropriately designed questionnaire in structured way and analysis was done using SEM and SPSS along with descriptive statistical tools. The study output reveals that digital marketing practices significantly enhance perceived brand trust, which in turn positively influences brand trust and loyalty of the students. Brand trust is partially found mediated by brand image building, the relationship between digital marketing practices and student loyalty. However, perceived greenwashing reduces the link and generates negative brand outcomes where sustainability claims are not credible. The report calls for genuine, transparent, engaging digital marketing to build reliable higher education (HEI) brands in increasingly competitive educational markets.