Effects of Social Media Technology on Students' Enrolment in selected Private Universities in Uganda:Entrepreneurial Marketing perspective

The university’s online feasibility is fundamental to students enrolling in a highly competitive<br/>academic environment. The study's main objective was to examine the effect of social media technology on<br/>students' Enrollment in selected private universities in Uganda. Two private universities were selected to<br/>accomplish the study's goals, and all the students and the institutions' admission/marketing officers were<br/>targeted. The selected two universities are owned by entrepreneurs. Structured questionnaires were used to<br/>collect data from the students, and unstructured interviews were organised to gather data from the<br/>admission/marketing officers. Four different types of social media are included in this work. Four hypotheses<br/>were formulated from the structure of the research questions; ANOVA, Correlation, and other statistical tools<br/>were used in testing these hypotheses. The results indicate that the University’s Facebook advertisement<br/>significantly affects student enrolment at F= 223.522, df= 353, sig. at 0.000. Meanwhile, the University’s<br/>Website (blogs) content positively affects student enrolment at F= 84.714, df= 353, sig. at 0.000. On the other<br/>hand, the result shows a significant positive relationship between the University’s YouTube channel and students’ enrollment at a correlation of 0.558, df= 353, sig. at 0.000 and significant at 0.01 level (2-tailed).<br/>Similarly, the finding also shows that the University’s LinkedIn site influences students’ enrolment at F=<br/>291.125, df = 353, sig. at 0.000. The insights discovered from this study would help to facilitate, develop, and<br/>focus on building a corporate image that will encourage students’ enrolment. This will also be useful for<br/>universities that wish to improve the level of students’ subscriptions to different programs offered by the<br/>institutions.