In the digital era, Instagram has emerged as a crucial platform for marketing,
particularly within educational institutions. Despite the growing importance of social
media marketing, there remains a research gap in understanding how Instagram
marketing specifically affects brand awareness and brand image in the context of higher
education. This study addresses this gap by examining the impact of Instagram
marketing on brand awareness and brand image at XYZ International Business School.
The research is grounded in brand management theory, which posits that brand
awareness is a key precursor to a strong brand image. Utilizing a quantitative approach,
the study employs Structural Equation Modeling (SEM) to analyze data collected from
93 students through a structured survey. The findings indicate that Instagram marketing
significantly enhances both brand awareness and brand image, emphasizing the
importance of high-quality visual content, such as photos and videos, in capturing and
retaining audience attention. Additionally, the study confirms a positive relationship
between brand awareness and brand image, suggesting that a strong brand presence on
Instagram can reinforce the institution's identity and improve public perception. The
implications of this research are twofold: theoretically, it strengthens the understanding
of social media's role in brand management within the education sector; practically, it
offers insights for educational institutions to strategically leverage Instagram as a
marketing tool. By focusing on content quality and consistent engagement, institutions
like XYZ International Business School can enhance their visibility, attract more
students, and cultivate a strong, positive brand image. This study contributes to the
broader discourse on digital marketing in higher education.