Social Media Marketing and Enrollment Intent Among College-Bound Learners: Evidence from a Private Higher Education Institution in Region IV-A, Philippines

Social media has become a primary channel through which higher education institutions (HEIs) communicate brand identity, reduce information asymmetry, and influence college choice among Senior High School (SHS) learners. This study examined digital marketing preferences, social media exposure, and perceived institutional online presence, and tested the extent to which these factors predict intention to enroll/consider enrolling in a masked private HEI in Region IV-A (CALABARZON), Philippines. Using a descriptive, cross-sectional survey design, data were collected in 2025 from 822 SHS learners (Grades 11–12) through an online questionnaire. Descriptive results showed strong preference for social media marketing (M = 4.56, SD = 1.02) relative to tarpaulins (M = 3.86, SD = 1.55) and radio advertisements (M = 2.12, SD = 1.86), alongside substantial social media exposure (M = 4.5 hours/day, SD = 2.2). Awareness of the HEI’s digital channels exceeded 80%, but high-effort engagement was limited (23% reported sharing institutional posts). Perceived content relevancy (M = 4.88, SD = 0.55) and familiarity/clarity (M = 4.62, SD = 0.62) were rated highly, while frequency of updates was comparatively weaker (M = 3.20, SD = 1.75). Multiple regression analysis predicting intention to enroll (1–5 scale) from trust, website usage, social media usage, age, gender, and location was significant (R² = 0.26; adjusted R² = 0.25; F(9, 812) = 31.70, p < .001). Brand trust emerged as the strongest predictor of intention (B = 0.42, β = 0.35, p < .001), with a smaller positive contribution from social media usage (B = 0.15, β = 0.08, p = .045), while website usage was not significant (p = .119). Results support a trust-centered interpretation of digital recruitment effectiveness: social media is the dominant channel of attention, but trust is the proximate driver of enrollment intention. Strategic priorities include trust-building communication, calibrated posting cadence, and the conversion of awareness into advocacy-oriented engagement.