TITLE:
Investigating the Influence of Social Media Marketing Campaigns on Libyan Consumer Behavior Pertaining to Private Universities: A Case Study of the Libyan International University
AUTHORS:
Abdilrahman Ebrahim
KEYWORDS:
Social Media Marketing, Higher Education, Consumer Behavior, Libyan International University, Private Universities, Digital Transformation, Enrollment Techniques
JOURNAL NAME:
Open Access Library Journal,
Vol.11 No.11,
November
30,
2024
ABSTRACT: The increase of private universities in Benghazi, Libya, has heightened competition in the higher education market. Social media has become an essential instrument for institutions to engage with potential students. This study examines the influence of social media marketing initiatives, particularly the Intelligent Admission Platform, on the consumer behavior of Libyan individuals about private institutions. This report analyzes the Libyan International University (LIMU), acknowledged as an exemplary model in private higher education, by examining campaign content, target demographics, engagement metrics, conversion rates, and determinants affecting enrollment decisions. The report analyzes data from 1450 prospective students to identify critical factors influencing enrollment and offers strategic recommendations to improve marketing initiatives. The findings strive to enhance comprehension of the impact of social media on educational decisions among Libyan consumers and to provide insights for universities aiming to distinguish themselves successfully.