Social media in higher education marketing: a systematic literature review and research agenda

The extensive use of social media in higher education marketing has attracted substantial research interest, which, however, appears fragmented to offer clear pathways. This research, therefore, aims to (1) systematically scrutinise and compile the empirical line of research on social media in higher education marketing and (2) outline a comprehensive and pertinent research agenda to advance this field. This study adopts the SPAR-4-SLR protocol and the TCCM (theories–contexts–characteristics–methods) framework to review 51 articles published in journals ranked B or above in the ABDC JQL. This literature review establishes the use of social media in five key areas of marketing for higher education, namely, student engagement, university branding, enrolment decision-making, relationship management and strategic marketing. The present study paints the most comprehensive picture of social media in higher education marketing by considering the theoretical underpinnings, research settings, variables of interest, and the research methods used in the reviewed literature. This study then develops a research agenda that suggests novel theoretical perspectives, contexts, associations and methodologies. Additionally, the practical and theoretical implications of this review are discussed.