Artificial Intelligence for University Promotion in Social Media

Anastasia Sokolova; Leonid Yanickiy

doi:10.21603/vcsn-2026-5-2-151-161

VAK Russia

5.9.9

ARTIFICIAL INTELLIGENCE FOR UNIVERSITY PROMOTION IN SOCIAL MEDIA Artificial Intelligence for University Promotion in Social Media

АА Аа

Published in Virtual Communication and Social Networks · Pages 151–161 · Rubric: Media Communications and Journalism

DOI: https://doi.org/10.21603/vcsn-2026-5-2-151-161 · EDN: JNJGSO

Received: 17.12.2025 Accepted: 19.01.2026 Published: 10.04.2026

Authors

Anastasia Sokolova

Leonid Yanickiy

ORCID SPIN

Anastasia Sokolova

Patrice Lumumba Peoples’ Friendship University of Russia (Russia, Moscow) Russian Federation

Leonid Yanickiy

Kemerovo State University (Russia, Kemerovo) Russian Federation

ORCID SPIN

ABSTRACT

Higher education marketing strategies are evolving to keep pace with the global digitalization and AI-driven marketing. The intense competition on the higher education market is fueled by shifting demographics, new learning formats, and changing media consumption patterns. In this context, universities are compelled to adapt their communication practices to the digital environment as social media may serve as a primary channel for student recruitment and institutional image-branding. Social networks are a strategic marketing tool that facilitates audience engagement, fosters loyalty, and shapes a university’s reputation. The article describes the use of generative artificial intelligence models in SMM promotion of universities as part of a broader digital marketing strategy. The authors explored the concept of academic product in the context of digital transformation. The comparative content analysis involved the human-designed vs. AI-generated SMM strategies implemented at the Digital Education Centre of Kemerovo State University. These two approaches differed in effectiveness: human-generated content demonstrated substantially higher engagement, audience response, and virality while AI-generated content ensured consistency, automation, and expanded capabilities for analyzing user behavior patterns. Emotional expressiveness, authenticity, and domain-specific expertise inherent in human-created content remain decisive factors in successful SMM. The optimal model is a synergy between human and AI approaches: AI algorithms handle analytical and technical tasks while humans define strategy, develop creative content, and manage the semantic positioning of the university brand.

KEYWORDS

educational product, promotion, social media, SMM, artificial intelligence, educational services, university promotion

1. Avsyannikov N. M. Marketing in education. Moscow: RUDN, 2007, 158. (In Russ.) https://elibrary.ru/skrfxg

2. Akulich M. V. Internet marketing. 2nd ed. Moscow: OOO ITK Dashkov & K, 2021, 346. (In Russ.) https://elibrary.ru/ibkhdo

3. Amirov R. A., Bilalova U. M. Prospects for the introduction of artificial intelligence technologies in higher education. Administrative Consulting, 2020, (3): 80–88. (In Russ.) https://doi.org/10.22394/1726-1139-2020-3-80-88

4. Bondarenko Yu. N. Modern trends in the development of digital transformation in education. Vestnik of Russian New University. Series: Complex Systems: Models, Analysis, Management, 2023, (2): 99–104. (In Russ.) https://doi.org/10.18137/RNU.V9187.23.02.P.99

5. Gavrikov A. V., Davydov V. V., Fedorov M. V. Internet marketing. A digital marketer’s guidebook. Moscow: AST, 2021, 352. (In Russ.)

6. Glebov G. E., Kamanin I. E. Digital transformation of the model of marketing promotion of educational services. Scientists Notes, 2023, (2): 16–19. (In Russ.) https://elibrary.ru/orrrrm

7. Gundarin M. The PR department head’s guidebook. 2nd ed. St. Petersburg: Piter, 2008, 336. (In Russ.)

8. Zhiltsova O. N., Artemyeva O. A., Zhiltsov D. A., Karpova S. V., Polyakov V. A., Rozhkov I. V. Internet marketing. 2nd ed. Moscow: Iurait, 2023, 335. (In Russ.) https://elibrary.ru/gpnuqw

9. Zhuravleva L. V. Educational product: Concept and value. Pyatigorsk State Linguistic University Bulletin, 2009, (2): 315–319. (In Russ.) https://elibrary.ru/kwnxer

10. Kartunova V. A. Public relations activities of universities as means of building communication between decision-making parties in the field of higher education. Values and meanings, 2012, (2): 41–49. (In Russ.) https://elibrary.ru/pbszbt

11. Neretina E. A., Makarets A. B. Possibilities and limitations of using marketing in social media for university’s educational services promotion. University Proceedings. Volga Region. Social Science, 2013, (1): 126–135. (In Russ.) https://elibrary.ru/qbkafh

12. Pankrukhin A. P. Marketing of academic services. Marketing in Russia and Abroad, 1997, (1): 79–85. (In Russ.)

13. Prots S. Yu. Automation of SMM: Opportunities and risks of using artificial intelligence in content marketing. Molodoi uchenyi, 2025, (20): 359–361. (In Russ.) https://elibrary.ru/gnburk

14. Saginova O. V. Marketing of academic services. Marketing in Russia and Abroad, 1999, (1): 3–8. (In Russ.) https://elibrary.ru/tdwduh

15. Sadykova A. R., Levchenko I. V. Artificial intelligence as a component of innovative content of general education: Analysis of world experience and domestic prospects. RUDN Journal of Informatization in Education, 2020, 17(3): 201–209. (In Russ.) https://doi.org/10.22363/2312-8631-2020-17-3-201-209

16. Sumarokova E. V., Rassokhina E. D. Promotion of master’s degree education programs on the VKontakte social network. Internet Marketing, 2020, (3): 242–247. (In Russ.) https://doi.org/10.36627/2619-1369-2020-3-3-242-247

17. Fayustov A. V. A university branding campaign at the Ural Federal University: Ural Federal University’s experience of media collaboration. Izvestia Ural State University. Series 1. Issues of Education, Science, and Culture, 2019, 25(2): 5–17. (In Russ.) https://elibrary.ru/diwrji

18. Sharkov F. I., Abisheva V. T., Luchina M. A., Potapchuk V. A., Ramazanova Zh. S. New communication trends in education: Digital technologies and artificial intelligence. Communicology, 2022, 10(3): 67–86. (In Russ.) https://doi.org/10.21453/2311-3065-2022-10-3-67-86

19. Shevchenko D. A. Digital marketing. Moscow: Direct-Media, 2022, 185. (In Russ.)

20. Shitova Yu. Yu., Shitov Yu. A. Online promotion of education programs: Advertising a master’s degree program at Russian State University for the Humanities. Internet Marketing, 2021, (4): 320–333. (In Russ.) https://doi.org/10.36627/2619-1369-2021-4-4-320-333

This work is licensed under Creative Commons Attribution 4.0 International

JATS XML

This work is licensed under Creative Commons Attribution 4.0 International Creative Commons

GOST

Sokolova A. A., Yanickiy L. S. Artificial Intelligence for University Promotion in Social Media // . 2025. pp. 151-161. DOI: https://doi.org/10.21603/vcsn-2026-5-2-151-161. EDN: JNJGSO. (Date of access 19.08.2026).

MLA

Anastasia Sokolova, Yanickiy L. S.. "Artificial Intelligence for University Promotion in Social Media." (2025): 151-161. DOI: https://doi.org/10.21603/vcsn-2026-5-2-151-161. EDN: JNJGSO.

APA

Sokolova A. A., Yanickiy L. S. (2025). Artificial Intelligence for University Promotion in Social Media. , 151-161. https://doi.org/10.21603/vcsn-2026-5-2-151-161 EDN: JNJGSO.

Chicago

Anastasia Sokolova, Yanickiy L. S.. "Artificial Intelligence for University Promotion in Social Media." , no. (2025): 151-161. https://doi.org/10.21603/vcsn-2026-5-2-151-161. EDN: JNJGSO.

WIKI

{{cite journal | author = Sokolova A. A., Yanickiy L. S. | title = Artificial Intelligence for University Promotion in Social Media | journal = | year = 2025 | pages = 151-161 | doi = 10.21603/vcsn-2026-5-2-151-161 }} EDN: JNJGSO

Copy

Export: BibTeX EndNote RefMan RusMARC

ARTIFICIAL INTELLIGENCE FOR UNIVERSITY PROMOTION IN SOCIAL MEDIA Artificial Intelligence for University Promotion in Social Media

Confirmation