The efficacy of digital media marketing in student recruitment in Higher Education: the case of a rural-based university

Abstract

Underpinned by the Technology Acceptance Model, this study examined the effectiveness of digital media marketing in student recruitment at rural-based higher education institutions in South Africa, with specific reference to the University of Venda. While digital media marketing has become an essential tool for student recruitment globally, its effectiveness within rural-based institutional contexts remains underexplored. This study examined the efficacy of digital media marketing in student recruitment at the University of Venda, Limpopo Province, South Africa. The study adopted a qualitative research approach within an exploratory research design to gain an in-depth understanding of institutional practices and stakeholder perceptions. Data were collected through focus group interviews with students and alumni, as well as indepth interviews with staff members involved in marketing, communication, student recruitment and student administration. The qualitative data were analysed using thematic analysis supported by the Atlas.ti version 8 software. The findings revealed the strengths and limitations of existing digital media marketing strategies at the University of Venda, including challenges related to institutional capacity, resource allocation, digital skills, platform selection, and audience reach within rural contexts. Furthermore, the study identified the type of institutional support, strategic alignment and digital innovation required to enhance the effectiveness of digital media marketing in student recruitment. The study also contributed to academic scholarship on digital marketing in higher education, while also providing practical recommendations to improve student recruitment strategies at rural-based universities in South Africa.