UK: Досліджено роль інструментів SMM у формуванні бренду закладів вищої освіти в умовах цифрової трансформації та кризових викликів. Обґрунтовано необхідність використання соціальних медіа як ключового каналу
комунікації зі стейкхолдерами, що забезпечує підвищення впізнаваності, довіри та конкурентоспроможності
освітніх установ. Систематизовано механізм впливу SMM на бренд закладу освіти та визначено його основні
етапи. Запропоновано адаптивну SMM-модель, яка базується на принципах гнучкості, персоналізації, доказовості, оперативності та інтегративності. Визначено структурні компоненти моделі та обґрунтовано її циклічний характер, що забезпечує ефективне реагування на зміни зовнішнього середовища. Практичне значення результатів полягає у можливості підвищення ефективності цифрових комунікацій закладів освіти.
EN: The rapid digitalization of society and the growing influence of social media have significantly transformed
communication processes in higher education institutions, creating both new opportunities and challenges for their
development. Under conditions of intensified competition, uncertainty, and crisis phenomena, educational institutions
are increasingly required to adopt innovative communication approaches that ensure flexibility, responsiveness, and
effective interaction with target audiences. In this context, the purpose of the study is to substantiate an adaptive model
for the implementation of social media marketing (SMM) in higher education institutions, aimed at strengthening their
brand, increasing stakeholder engagement, and improving the effectiveness of digital communications. The
methodological basis of the research is formed by a combination of general scientific and special methods. The methods
of analysis and synthesis were used to generalize theoretical approaches to the use of SMM in various fields. The system
approach made it possible to determine the role of social media marketing within the overall structure of educational
management and branding. The modeling method was applied to develop an adaptive SMM model that reflects the
dynamic nature of the digital environment and the need for continuous adjustment of communication strategies. In
addition, elements of comparative and structural analysis were used to identify key components and functional
relationships within the proposed model. The results of the study demonstrate that effective use of SMM tools in higher
education institutions requires a comprehensive and systematic approach based on continuous monitoring, data-driven
decision-making, and active interaction with stakeholders. A conceptual mechanism of SMM influence on the educational
institution’s brand has been structured, highlighting the key stages of communication impact and feedback. An adaptive
SMM model has been developed, which integrates strategic planning, content management, analytical support,
interaction management, and crisis communication. The model is characterized by its cyclical nature and the presence
of feedback loops, which ensure its flexibility and the ability to respond promptly to changes in the external environment,
audience behavior, and information trends. Particular attention is paid to personalization of communication and
integration of various digital channels, which enhances the overall effectiveness of marketing activities. The practical
significance of the research lies in the possibility of applying the proposed adaptive SMM model in the activities of higher
education institutions to improve the quality of digital communication, strengthen institutional branding, and increase
competitiveness in the educational market. The implementation of the model allows educational organizations to optimize
communication processes, enhance stakeholder engagement, and ensure sustainable development in a rapidly changing
digital environment.
