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Abstract

Purpose – This research is conducted to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance as well as the number of prospective students.
Methodology – The design of this study is a survey. The data processed with SPSS and Amos program are collected from the elements of leaders of Indonesian private Islamic higher education. Multi-stage sampling and simple random methods are applied.
Findings – Digital public relations and digital network empowerment, respectively has a very significant role to strengthen social media capabilities to improve Private Islamic Higher Education marketing performance and as well as the number of prospective students.
Implications – The findings of this research encourage Private Islamic Higher Education to apply both digital public relations and digital network empowerment on social media.
Originality – This research develops digital public relations and digital network empowerment as intervening variables, considering that both digital constructs have the capabilities to realize the marketing-related activities through a collaborative relationship approach required by social media to attract prospective students to join Private Islamic Higher Education.

Keywords

Social media, public relations, networks, marketing performance, higher education

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Copyright (c) 2022 Hendra Riofita, Waldana Dimasadra

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How to Cite
Riofita, H., & Dimasadra, W. (2022). Strengthening social media capabilities to improve private Islamic higher education marketing performance. Asian Journal of Islamic Management (AJIM), 4(2), 110–125. https://doi.org/10.20885/AJIM.vol4.iss2.art3
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