Social media advertising in higher education in Vietnam: an assessment of impact, opportunities, and challenges
Published: July 29, 2026
Abstract
This study investigates the role of social media advertising (SMA) in the marketing strategies of Vietnamese universities. As higher education institutions navigate the increasingly competitive global landscape, SMA has emerged as a powerful tool to attract potential students and enhance brand visibility. By leveraging platforms like Facebook, Instagram, and TikTok, universities can effectively tailor advertising content and foster strong relationships with students. This study explores both the opportunities and challenges associated with SMA, including the ethical implications of data privacy and the potential of AI-driven personalized marketing.
Keywords
social media advertising (SMA)higher educationVietnambrand recognitiondigital transformationdata privacyartificial intelligenceFacebookInstagramTikTok
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