Role of Social Media in Enhancing the Visibility and Attractiveness of Academic Programs

Abstract Social media has significantly challenged traditional print and broadcast media by shifting viewership and readership. This change necessitates businesses to adapt by leveraging social media for innovative audience engagement. Social media offers new opportunities for competitive advantage but also poses challenges like misinformation and audience fragmentation. In higher education, social media is used as a cost-effective tool for marketing and branding, enhancing student engagement and decision-making (Maresova et al., 2020). While traditional media struggles with revenue and audience loss, it continues to provide curated content, complementing social media's diverse voices (Zachos et al., 2018). Overall, social media's rise has transformed media landscapes, requiring strategic adaptation for survival and success.