Branding in the Digital Era: IGSB's Social Media Analysis

The digital transformation of higher education has changed how institutions communicate their identity, engage stakeholders and build brand visibility. This study examines the social media branding practices of Indira Global School of Business (IGSB), Pune, focusing on the nature and distribution of its published content. Using a descriptive case-study approach, IGSB’s social media communication from 21 August 2023 to September 2026 was analysed. During this period IGSB recorded 1,001 posts; a structured dataset of 176 posts was classified into eight thematic categories: Academic, Student Experience, Industry Connect, Admissions, Achievements, Institutional, Cultural/Social, and Brand/Creative. Cultural/Social content formed the largest category (30.68%), followed by Academic (23.30%) and Student Experience (22.16%) content. Industry Connect accounted for 8.52% and Institutional content for 5.68%, while Achievements and Admissions each represented 4.55%. The findings suggest that IGSB’s digital brand communication extends beyond conventional promotion and increasingly represents the institution through its academic environment, student experiences, cultural identity and industry engagement. The study demonstrates how systematic content classification can give educational institutions a practical framework for evaluating their digital brand-building activities.