Social Media Capability Maturity Model For Students Recruitment: Applied On Saudi Arabian Public Universities

Abstract

In light of the Kingdom of Saudi Arabia's (KSA) Vision 2030, aims to reduce oil dependency by diversifying exports, including Higher Education (HE), this study introduces a Social Media Capability Maturity Model (CMM) for improving international student recruitment at Saudi Arabian Public Universities (SAPUs). The CMM is framed within the AIDA model (Awareness, Interest, Desire, and Action) and draws a benchmark from the Public Universities of Scotland (UScots).

Purpose– The proposed model (Social Media Capability Maturity Model) provides a structured approach to enhancing SAPUs' social media capabilities, achieving their recruitment goals, and contributing to the broader objectives of Saudi Arabia's Vision 2030.

Design/methodology/approach -The research approach encompassed three key aspects: (i) a comprehensive literature review to evaluate the role of social media in higher education and global student recruitment; (ii) a series of interviews conducted at selected SAPUs to gauge the extent of social media utilization in international student recruitment efforts; and (iii) a structured comparative analysis of social media practices for international student recruitment between SAPUs and Scottish universities.

Findings - The study highlights a gap in social media marketing strategies between SAPUs and UScots, with SAPUs lagging behind. It proposes a framework for assessing their social media capabilities in international st[1]udent recruitment and provides guidance for improvement. The findings provide practical recommendations for policymakers and social media managers.

Research limitations/implications – The analysis draws on published content from a small sample of SAPUs and Scottish universities and seeks the views of staff responsible for recruiting international students at Saudi universities on the effectiveness of the content.

Practical implications – This study expands knowledge on the importance of the strategic role of social media in SAPUs to address international student recruitment and marketing challenges.

Social implications – Increasing the international student population at SAPUs is one strategy in the Kingdom of Saudi Arabia’s 2030 vision to reduce its dependency on oil exports.

Originality/value- The proposed social media CMM provides SAPUs with a pragmatic framework for assessing their existing social media capabilities in international student recruitment and outlines targeted guidance for enhancing these efforts. The study extends theoretical insights by advancing the understanding of both the CMM and the AIDA models within the context of international student recruitment marketing. The managerial implications translate into actionable recommendations for policymakers and social media managers within SAPUs, highlighting best practices for effective international student recruitment initiatives. The abstract maintains objectivity, abstains from introducing unsupported results, and refrains from exaggerating principal conclusions..