Internet Marketing

Ing. Jose Alberto Ramirez Neri

Master's thesis

Abstract:

This research aims to discover the role Instagram plays in helping international students choose where to study abroad and whether having a strong Instagram account may help students choose between different universities. Likewise it will analyze if Instagram is a good channel to communicate with international students. To accomplish this, the author will examine Gen Z's use of Instagram and compare it to three other social media platforms, specifically YouTube, Twitter, and Facebook, since these are the most often visited websites by institutions. It will also examine whether Instagram is a helpful communication tool that colleges could utilize to draw international students. Primary data served as the foundation for the study done for this dissertation. The use of secondary data was reflected in the literature review as the author gathered information from books, journal articles, online documents, and websites. It was also used to compare with the data obtained in this work. This study showed that Instagram had become the most helpful platform for universities when trying to connect and engage with international students. Likewise, the information provided in this thesis showed that Instagram is clearly the platform where Gen Z students will reach for information when the time to look for a university arrives, information that needs to be considered by high education institutions.

Abstract:

This research aims to discover the role Instagram plays in helping international students choose where to study abroad and whether having a strong Instagram account may help students choose between different universities. Likewise it will analyze if Instagram is a good channel to communicate with international students. To accomplish this, the author will examine Gen Z's use of Instagram and compare it to three other social media platforms, specifically YouTube, Twitter, and Facebook, since these are the most often visited websites by institutions. It will also examine whether Instagram is a helpful communication tool that colleges could utilize to draw international students. Primary data served as the foundation for the study done for this dissertation. The use of secondary data was reflected in the literature review as the author gathered information from books, journal articles, online documents, and websites. It was also used to compare with the data obtained in this work. This study showed that Instagram had become the most helpful platform for universities when trying to connect and engage with international students. Likewise, the information provided in this thesis showed that Instagram is clearly the platform where Gen Z students will reach for information when the time to look for a university arrives, information that needs to be considered by high education institutions.

Keywords

Social media marketing, Social media platforms, Universities, Instagram, Gen Z, International students.

Language used: English

Date on which the thesis was submitted / produced: 6. 1. 2023

Thesis defence

• Date of defence: 2. 2. 2023
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ing. Renata Čuhlová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management