Abstract:

The article focuses on analyzing the impact of social networks and User-Generated Content marketing on the decision-making process of university applicants. The main goal is to explore how digital communication by universities—especially on platforms such as Instagram, Facebook, TikTok, and YouTube—and authentic content created by students themselves (vlogs, reviews, experiences, study-life stories) influence the perception of the school and the actual decision to apply for studies. It defines the principles of online marketing in education, the importance of User-Generated Content in the academic environment, and the psychological factors affecting young people's decision-making. It consists of a survey among applicants and students, as well as an analysis of online activities and campaigns of selected university. The aim is to highlight the most effective forms of digital communication for universities, and thus how to efficiently use social networks and User-Generated Content to reach potential students and build an attractive school brand.

Keywords:

UGC, online marketing, social networks, university.