Title

PERCEIVED ROLE OF SOCIAL MEDIA MARKETING TOWARDS HOSPITALITY MANAGEMENT STUDENT ENROLLMENT INTENTION

Author(s)

John Anthony Acosta

Rose Marie Hilot

Janel, Molo

Richelle Jane Valdehueza

Affiliation

Misamis University

Degree Program

Bachelor of Science In Hospitality Management

Contributor

Apao, Ariel A. - Adviser

Carpio, Renzitelo Alf P. - Panel

Laput, Joseph Glenn J. - Panel

Elmedulan, Arniel Jr. M. - Instructor

Year

2025

Abstract

Nowadays, social media marketing is an essential tool for influencing the decisions of incoming college students, particularly as they get ready for college. This study explored the significant relationship between the perceived roles of Social Media Marketing towards the enrollment intention of Hospitality Management student in selected Higher Education Institutions in the province of Misamis Occidental. This study utilized a quantitative method with a descriptive-correlational design. A total of 218 students served as respondents from 4 different universities and colleges and were chosen through a random sampling technique. The Social Media Marketing and Enrollment Intention Questionnaire were used in gathering the data. Mean, Standard Deviation and Pearson Product Moment Correlation Coefficient were the statistical tools used in the study. The findings showed that social media marketing had a great impact in enrollment in the intention of Hospitality Management students. The study findings also revealed a strong relationship between social media marketing and enrollment intention. Thus, social media marketing is effective tool to influence the incoming 1st year to enroll in the hospitality management program. It is recommended that higher education institutions implement or organize an efficient social media strategy through their marketing team to attract future target enrollees.

Keywords

social media marketing, enrollment intention, social media, hospitality management, enrollment decisions