Effects of Social Media Technology on Students' Enrolment in selected Private Universities in Uganda: Entrepreneurial Marketing perspective

The university’s online feasibility is fundamental to students enrolling in a highly competitive
academic environment. The study's main objective was to examine the effect of social media technology on
students' Enrollment in selected private universities in Uganda. Two private universities were selected to
accomplish the study's goals, and all the students and the institutions' admission/marketing officers were
targeted. The selected two universities are owned by entrepreneurs. Structured questionnaires were used to
collect data from the students, and unstructured interviews were organised to gather data from the
admission/marketing officers. Four different types of social media are included in this work. Four hypotheses
were formulated from the structure of the research questions; ANOVA, Correlation, and other statistical tools
were used in testing these hypotheses. The results indicate that the University’s Facebook advertisement
significantly affects student enrolment at F= 223.522, df= 353, sig. at 0.000. Meanwhile, the University’s
Website (blogs) content positively affects student enrolment at F= 84.714, df= 353, sig. at 0.000. On the other
hand, the result shows a significant positive relationship between the University’s YouTube channel and students’ enrollment at a correlation of 0.558, df= 353, sig. at 0.000 and significant at 0.01 level (2-tailed).
Similarly, the finding also shows that the University’s LinkedIn site influences students’ enrolment at F=
291.125, df = 353, sig. at 0.000. The insights discovered from this study would help to facilitate, develop, and
focus on building a corporate image that will encourage students’ enrolment. This will also be useful for
universities that wish to improve the level of students’ subscriptions to different programs offered by the
institutions.