Impact of Digital Marketing on Student Enrollment Decisions: Mediating Role of Institutional Brand Image in The Northern Province of Sri Lanka

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.