Future of Higher Education Marketing: A Case Study on Leveraging Influencer Impact on a Changing Immigration Landscape

Abstract

The University of Hertfordshire is at a crucial juncture. Its recent successes depend heavily on international
students. However, tightened UK immigration laws now threaten to sharply reduce international enrollments. This creates
a direct risk to the university's revenue and the broader economy in the United Kingdom. To ensure its existence and future,
the university must strive to attract more domestic students. Without solid evidence, depending just on student ambassadors
for marketing is no longer enough. This study argues that Online Influencer Marketing (OIM) is an effective but underrated
strategy for higher education in the UK. Research from Sweden, Canada, Australia, and Portugal demonstrates the
transformative impact of OIM on the higher education industry. However, its use in the UK higher education industry is still
restricted. This research aims to achieve three key goals: (1) to assess the importance of OIM in UK higher education, (2) to
identify influential voices and target audiences for the University of Hertfordshire, and (3) to detect the best social media
platforms and content strategies for positive outcomes. The findings indicate that OIM emerged as the third most prominent
market trend, with UK audiences responding positively to Computer-Generated Imagery (CGI) and non-mainstream digital
personas, with micro-influencers and industry experts proving particularly persuasive in the United Kingdom context.
Instagram is identified as the most effective platform for engagement, and authenticity, language, and the content's
temporality are the most essential factors in content creation that followers consider. The integration of OIM can also help
offset the adverse effects of policy changes and promote positive outcomes. It can also help buffer against negative changes
in immigration policy and spark innovation in academic research and marketing. Based on these results, the University of
Hertfordshire and similar institutions should integrate Online Influencer Marketing into their student recruitment plans to
boost domestic enrollment and support resilience and sustainable growth.