Digital marketing influences on student preference: Evidence from Nelson Mandela University

Abstract

Background: Marketing has evolved from barter-based trade in early societies to the structured marketplace of the Industrial Revolution, where mass production necessitated targeted strategies. Higher education institutions (HEIs) have adapted by incorporating online marketing to attract and retain students in an increasingly competitive environment. Aim: This article examines the influence of online marketing strategies: social media marketing (SMM), electronic word-of-mouth (eWOM), email marketing, search engine optimisation (SEO) and search engine marketing (SEM) on student preference for HEIs. Setting: The research concentrated on Nelson Mandela students and understanding how digital marketing influences students’ preference of university. Method: A positivist research paradigm and quantitative research method were followed. A cross-sectional survey was conducted, targeting first-time entering students at Nelson Mandela University. A total of 448 valid responses were collected and analysed using descriptive and inferential statistical methods. Results: The results indicate that all five online marketing strategies significantly influence student preferences. Social media marketing and SEO emerged as the most influential variables, enhancing student engagement and institutional visibility. Electronic word-of-mouth was particularly impactful in trust-building, while SEM and email marketing played supplementary roles in decision-making. Conclusion: The findings demonstrate that search engine optimisation (SEO) and social media marketing (SMM) are the most influential online marketing strategies affecting students’ university preferences, while electronic word-of-mouth (eWOM), email marketing and search engine marketing (SEM) have lesser but significant effects. The study highlights the importance of sustainable, student-centred digital marketing strategies that prioritise organic visibility, authentic engagement and credibility over short-term paid advertising. However, the findings are limited by the concentration of respondents within one faculty, indicating the need for future research involving more diverse samples and emerging platforms such as TikTok, LinkedIn and AI-driven marketing tools. Contribution: These findings offer universities practical insights on how to tailor their digital marketing efforts by focusing on the most effective strategies, such as prioritising social media platforms or leveraging eWOM to build trust among prospective students.