Leveraging Social Media for Australia Education and Migration: Impact on NCR Agencies and the Mediating Role of Customer Engagement

Aim: This study investigates the operational impact of social media on the sales and service performance of Australia Education and Migration agencies in the National Capital Region (NCR), emphasizing the mediating role of customer engagement.It further examines how platform-specific strategies on Facebook, Instagram, LinkedIn, and TikTok influence trust, lead generation, and decision-making.Methodology: A mixed-methods design was employed, combining structured surveys and key informant interviews with 150 sales officers, managers, counsellors, and MARA-registered agents.The research was grounded in Social Media Engagement Theory, Social Exchange Theory, and the AIDAS model (Attention, Interest, Desire, Action, Satisfaction).Variables included engagement behaviors-such as likes, comments, shares, direct messages, and testimonials-and their association with operational outcomes.Results: Findings indicate that Facebook (86% usage) primarily drives lead generation, TikTok (71%) fosters awareness and emotional resonance, Instagram (64%) strengthens brand identity, and LinkedIn (48%) enhances professional trust.Regression analysis confirmed that engagement mediates the relationship between social media activity and sales performance (p < .01).Agencies utilizing interactive formats (e.g., live Q&A sessions, video testimonials) reported up to 42% more inquiries and 25% higher conversion rates.These results validated the AIDAS pathway, demonstrating that engagement effectively translates into inquiries and enrollments.Conclusion: Optimized social media strategies significantly improve trust, inquiry conversion, and client acquisition in education and migration services.By identifying key performance indicators (KPIs) such as engagement rate, inquiryto-enrollment ratio, and return on investment (ROI), the study provides actionable insights for refining digital strategies.The findings also support the United Nations Sustainable Development Goals (SDGs) 4, 8, and 9, highlighting social media's contribution to education access, economic growth, and innovation.