The impact of social media tools on the decision-making of Saudi Arabian students for choosing a university in the UK

Abstract

Abstract The use of social media is increasing globally by individuals and organisations. Universities are engaging with social media marketing as a tool for branding, strategic engagement and recruitment of home and international students. International students may struggle when it comes to right information to help make decision. Therefore, the aim of this research was to investigate how Saudi Arabian students use social media tools and to what extent the use of social media impact on the decision-making of Saudi Arabian students for choosing a university in the UK?. The research objectives were to 1) analyse the how do Saudi Arabian students use social media, 2) investigate the extent to which the use of social media impact on decision-making of Saudi students and 3) explore students’ perceptions on potential benefits of social media marketing by universities. This research used quantitative approach. An online questionnaire was used with the help of Google Forms to collect data. Based on 203 responses, the study found that majority of Saudi students use social media. The most common platform is Twitter, followed by Snapchat, YouTube, Instagram and Facebook. Saudi Arabian students are high-volume users of social media and engage for various reasons including educational purposes which also includes choosing a UK university for education. 47.3% respondents agreed that social media advertisements impacted their decision of choosing a university. 44.8% respondents find it easier to use social media tools to select a university in the UK. Students believe that social media tools can be impactful if they provide information about the university as it is coming from current students, alumni or staff. Social marketing is effective in attracting prospective students than traditional marketing methods. Majority of the students believe that social media is a way forward and the use of social media can help gain universities a competitive advantage. Social media can assist universities in communication with prospective students, responding to queries, engagement with previous students, enrolment, developing the brand, recruitment and showing up their presence to the students. The research has produced recommendations for UK universities to improve social media marketing.