Digital Branding Strategies of Islamic Higher Education Institutions through Religious Content Marketing
AbstractThis study examines the digital branding strategies of Islamic higher education institutions, specifically focusing on Nurul Jadid University, through religious content marketing. The integration of Islamic values in digital branding has become a critical aspect for Islamic universities to differentiate themselves and engage their target audience effectively. As digital platforms like YouTube, Instagram, and TikTok gain prominence, understanding how religious content influences engagement is essential for educational institutions. This research employs a qualitative case study approach, utilizing content analysis and semi-structured interviews with key stakeholders, including social media managers and faculty members. The study finds that the integration of Islamic values into digital branding enhances the institution’s identity and strengthens its emotional connection with the audience. Additionally, religious content significantly boosts engagement metrics such as likes, comments, and shares, reinforcing its effectiveness in fostering community interaction. Personal branding strategies by faculty members further contribute to the institution's authenticity and credibility, enhancing the overall digital presence. The research contributes to the understanding of how Islamic higher education institutions can utilize digital branding strategies to build trust and loyalty among their stakeholders. It recommends that universities focus on integrating religious content while also promoting faculty involvement in branding efforts to enhance engagement.
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