Abstract:
Background: Because of the increased competition in Sri Lanka’s
higher education market, institutions must use creative approaches to
draw in the anticipated number of students. Digital marketing has
become a potent tool influencing students’ perceptions, realisations, and
enrolment decisions. In the context of Sri Lanka’s Northern Province,
understanding the role of digital marketing and institutional brand image
is particularly important for maintaining competitiveness in student
recruitment.
Objective: The primary objective of this study is to examine the impact
of digital marketing on student enrolment decisions, with a specific focus
on the mediating role of institutional brand image in higher education
institutions in the Northern Province of Sri Lanka.
Methodology: The study employs a quantitative research design to
ensure objectivity and generalisability. Data were collected through a
structured questionnaire survey administered to 300 respondents,
comprising current undergraduates considering institutional transfers
and advanced-level students preparing for higher education. Stratified
random sampling was used to ensure adequate representation of
different demographic groups. The study examines the influence of
search engine optimisation, interactive websites, social media campaigns,
and online advertisements on student enrolment decisions. Institutional
brand image was tested as a mediating variable. Data analysis was
conducted using SPSS and Structural Equation Modelling (SEM) to
assess both direct and indirect relationships among variables.
Key Findings: The results are anticipated to confirm that digital
marketing has a significant influence on student enrolment decisions.
Furthermore, institutional brand image is expected to play a mediating role by strengthening trust, institutional character, and emotional
connections, thereby enhancing the overall impact of digital marketing
on enrolment decisions.
Conclusion/Implication: The findings of this study provide valuable
insights for higher education administrators and policymakers in Sri
Lanka. The study highlights the importance of strategically aligning
digital marketing initiatives with brand-building efforts to enhance
institutional image and sustain competitiveness in student recruitment,
particularly within the Northern Province.
