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UNIRAZAK Library Pustaka
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| Abstract : Perpustakaan Tuanku Bainun |
| This research explores the use of social media as a critical tool for marketing communication and reputation enhancement at Universiti Tun Abdul Razak (UNIRAZAK). The study examines three core elements: content quality, engagement tactics, and communication strategies, which collectively influence the university's reputation. A quantitative research design was employed, with data gathered through a survey of 100 respondents from both undergraduate and postgraduate programs at UNIRAZAK. The structured questionnaire assessed students' perceptions of the university's social media presence across various platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. The findings reveal that social media, particularly Instagram and Facebook, plays a crucial role in engaging students and enhancing the university's brand image. Content quality emerged as a key factor in shaping perceptions, with respondents frequently using social media to seek information about the university. Engagement tactics, such as personalized interactions and promotional activities, were also effective in fostering a stronger connection between the university and its online community. Although communication strategies contributed positively, there remains room for improvement in ensuring consistency and responsiveness. Overall, the study highlights the importance of a strategic and well-executed social media presence for maintaining and enhancing the reputation of higher education institutions. By optimizing social media content and engagement tactics, UNIRAZAK can further strengthen its reputation, attract prospective students, and solidify its position in a competitive educational landscape. |
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