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Adoption of Digital Marketing in Educational Institutions: A Critical Literature Review


Ahmed M. Harbi and Dr. Mohammed Maqsood Ali


Vol. 22  No. 4  pp. 463-472


Digitalization has a positive impact marketing on how business interact with customers. The aim of this paper is to critically examine the adoption of digital marketing, digital media channels and strategies in educational institutions particularly in the context of higher education. To achieve this purpose, previous studies conducted over a period of 6 years i.e., 2016 to 2021 have selected from the EBSCO, Web of Sciences, Wiley online and Google scholar databases. A total of 28 articles focusing only on digital marketing particularly in the context of higher education sector have selected for the review. This study is the first to explicitly consider digital marketing for enhancing digital customer particularly students with a comprehensive analysis of student’s attributes in the context of education sector. Results of this review revealed that majority of existing studies focused only on the usage of social media marketing and websites. Email marketing, content marketing, affiliated marketing, search engine marketing and marketing automation are not considered by the scholars. This paper will be useful to researchers, academicians and those working in the area of digital marketing and in their understanding about the social media marketing adoption in educational institutions. This review will also help universities to assess the avenues of students' acquisition and retention in various programs.


Digital Marketing, Digital Marketing Channels, Digital Services, Students Engagement