Finding reasons to choose a campus: The impact of social media and brand strategy

Abstract This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.