SOCIAL MEDIA MARKETING AND CORPORATE IMAGE OF HIGHER EDUCATIONAL INSTITUTIONS IN LAGOS STATE

Abstract

Social media has become a critical tool for institutional branding and stakeholder engagement in higher education. Despite its growing use among public HEIs in Nigeria, empirical evidence quantifying its influence on corporate image remains limited. This study examined the relationship between social media marketing and corporate image of selected higher educational institutions in Lagos State, Nigeria. The research specifically investigated how three dimensions of social media marketing—content marketing, influencer engagement, and audience interaction—influence stakeholder perceptions and corporate reputation. The study was anchored on Relationship Marketing Theory, Source Credibility Theory, and Signalling Theory, which provided theoretical foundations for understanding how digital communication strategies shape institutional image. A quantitative survey research design was adopted for the study. Data was collected from 400 students across HEI in Lagos State using structured questionnaire and amalysed via regression analysis at 0.05 significance level. Findings indicate that content-related social media activities is positively associated with stakeholder perceptions and institutional image formation, Influencer engagement positively associated with corporate reputation, and Audience interaction strongly predicted stakeholder perceptions. The study concluded that social media marketing is a multidimensional strategy that significantly enhances institutional image, with interactive engagement playing the most critical role. It recommended that institutions prioritize responsive two-way communication, leverage credible influencers aligned with institutional values, and develop strategic content that showcases academic excellence. It also recommends the adoption of strategically managed, data-driven social media practices to strengthen institutional reputation and stakeholder confidence.