• Katerina Chmelarova
The European Higher Education Area (EHEA) has been focusing on the promotion of the international mobility among higher education students. This leads to the increase of the internationalization of higher education institutions by incorporating ingoing and outgoing mobility programs giving their students the chance to gain greater awareness of different cultures, advance their communication skills and language competency as well as higher interest in international economic and political issues. Nowadays, there is high competitiveness among higher education institutions to attract the best students. Since the technology is on the rise, higher education institutions have started incorporating social media into their marketing strategies. Therefore, this paper will take a closer look on how can universities attract more international students via social media.
The research design utilized in this study was the cross-sectional design applying the quantitative survey method. 190 usable responses were gathered and included in the data analysis using the statistical program of SPSS conducting the multiple linear regression analysis. The results of the analysis established the significant influence of the social media trendiness and word of mouth as well as the destination choice and the institution choice concerning students’ study abroad decisions.
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