The impact of Social Media Marketing on Branding of Higher Education Institutions (HEIs) in Zambia-A perspective of the changing role of Marketing A perspective of the changing role of Marketing

Abstract

This research discusses the impact of social media marketing (SMM) on the branding of Higher Education Institutions (HEIs) in Zambia. The research uses a desktop research approach to inform the study. The empirical findings were based on analytics from digital marketing tools such as SEMrush, Brand 24, and other statistical findings were based on scientific findings from the author’s Doctorial research thesis at ZCAS University. The findings show that SMM has a huge impact on the branding of HEIs and that social media is changing the role of marketing since it is demanding that marketers are retrained in digital marketing. The article brings out managerial implications as well as recommendations for HEIs for the efficient implementation of SMM strategies.