Instagram as a Cornerstone of Digital Marketing in Graduate Education: A Case Study at Universidad José María Vargas – UJMV

Abstract

Background: Private higher education institutions in Venezuela face critical recruitment challenges due to market saturation and economic contraction. In this context, the Universidad José María Vargas (UJMV) needs to optimize its digital presence to position its postgraduate programs for a highly digitalized audience. Objective: This study aimed to analyze the use of Instagram as a Digital Marketing platform for the offer of postgraduate educational services at UJMV, to design a strategic recruitment proposal. Methods: A quantitative paradigm was used, with a non-experimental and descriptive cross-sectional design. A purposive sample of 68 university graduates residing in Caracas was selected, and a 20-item Likert-scale questionnaire, validated by expert judgment, was applied. Results: Findings indicated that 69% of users prefer social networks as their primary source of institutional information. However, 84% of respondents reported low advertising frequency for UJMV on Instagram, even though 82% consider the platform ideal for academic information. A strong preference for online study (56%) and a high interest in receiving digital news about scholarships and promotions (91%) were identified. Conclusions: It is concluded that implementing a digital marketing plan focused on Instagram will positively impact student recruitment and loyalty, allowing the institution to align with current technological demands in the educational market.