Survey-Driven Multivariate Analysis of Digital Marketing’s Role in Higher Education

Abstract

This study examines the impact of digital marketing on branding and student engagement in higher education institutions through mixed-method approaches. Primary data was collected through 417 response online surveys, including 294 students, 56 faculty members and 67 parents. The survey was conducted and analysis was done using IBM SPSS (Statistical Package for Social Science) version 26 for quantitative testing. Conclusions suggest that social media and website design tools are the most effective digital marketing strategies, with 47.5% students and 53.7% parents use social media for institutional questions, while institutional websites showed less engagement. A Chi-Square Test revealed a significant difference in awareness about the digital marketing tool in groups (P <0.01), which showed more awareness than students (19.6%) and parents (37.3%) with students (35.7%). Further testing using Piercene's correlation indicated a positive relationship between digital marketing exposure and student engagement, especially in areas such as quality assurance and social responsibility. The study highlights emerging digital marketing trends-AE integration, short-form video and voice search optimization-as a major tool for the outreach of the future. This recommends that institutions adopt inclusive, personal and data-operated strategies to promote engagement and remain competitive in the educational scenario that develops rapidly.