Analysis of social media marketing capabilities in the development of Iran's higher education centers (Case of Study: Islamic Azad University)

Subject Areas : Jounal of Marketing Management

Fatemeh Abolhasani targhi ¹ , sayyed hasan hataminasab ² , Mohammad Soltanifar ³

1 - Department of Media Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Department of Business Management, Islamic Azad University, Yazd Branch, Yazd, Iran
3 - Department of Communication, Islamic Azad University, Science and Research Branch, Tehran, Iran

Received: 2023-01-02 Accepted : 2023-04-25 Published : 2025-10-18

Keywords: Social Media Marketing (SMM), Branding, University, Grey TOPSIS.,

Abstract :

Purpose: The problems and challenges in the country's industries in recent years have had many negative effects on the willingness of candidates to study or continue studying in various fields. Considering the prosperity and development of social networks and marketing techniques, this research seeks to identify the marketing capabilities of social media in order to strengthen academic fields.

Method: This research was conducted with a mixed approach and in four stages. In the qualitative part, content analysis and Delphi methods were used in the form of library studies, and in the quantitative part, Shannon's entropy and Grey TOPSIS methods were used in a field-survey form using a questionnaire tool.

Findings: From the study of past research using scientometric method and qualitative content analysis, it showed that 216 sub-codes, 66 main codes and 8 categories of social media marketing related to the field of higher education were obtained. After verifying the indicators obtained by the Delphi method and calculating the weight of the indicators and ranking using the Grey TOPSIS method, the most function of social media marketing in the mentioned fields is related to customer relationship management and the least perceived function is financial profitability.

Conclusion: The investigations showed that Iran's higher education centers, especially Islamic Azad University, can have a more successful performance in student marketing by developing and strengthening social media infrastructure and capacities. Also, it is necessary for Islamic Azad University to put the creation of its brand profiles in social media communication channels on the agenda and develop activities that share all kinds of content (including information about professors, students, facilities and workshops, job opportunities, discounts, advertisements and...), involve students and volunteers.

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