The Use of Social Media in Higher Education Marketing Activities - A Systematic Literature Review

The main aim of this article is to present a systematic literature review of the use of social media in higher education marketing activities. A Systematic Literature Review methodology has been used to identify, select and evaluate the published research. A set of 78 papers deduced from Scopus has been analysed and synthesized. Based on the survey, the following questions were answered: (1) In which publications has information on the use of social media in higher education marketing activities appeared?; (2) Which publications on the use of social media in higher education marketing activities were cited most frequently?; (3) Which countries have contributed most to the development of the use of social media in higher education marketing activities through publication activities?; (4) To which subject areas are articles on the use of social media in higher education marketing activities assigned?; (5) Which social media have been used in higher education marketing activities? The paper discusses the gap found in the literature and proposes new opportunities for future research.