Nexus of Social Media Engagement, Relationship Quality, and Brand Performance in Higher Education Marketing: A Comprehensive Analysis

This study explores the impact of social media engagement on relationship quality and brand performance within the context of higher education marketing. Based on data collected from 280 respondents across three districts in Rajasthan, the findings reveal that social media engagement significantly enhances relationship quality, which in turn positively influences brand performance. The study highlights that educational institutions can leverage social media platforms to foster deeper connections with students, alumni, and prospective students, thereby improving brand perceptions and increasing student retention. By adopting an interactive and engaging approach to social media, universities can build lasting relationships with stakeholders, creating a strong competitive advantage in the dynamic higher education landscape. The research provides valuable insights for institutions aiming to enhance their marketing strategies and strengthen their brand through digital engagement.