INSTITUTIONAL DIGITAL INFLUENCE AND GEN Z ENROLLMENT BEHAVIOUR: A CONCEPTUAL FRAMEWORK FOR HIGHER EDUCATION IN KERALA

ABSTRACT:The proliferation of social media platforms has fundamentally altered the communication and 
information-seeking behaviour of Generation Z (born 1997–2012), especially in the context of 
higher education choices. This chapter examines the conceptual relationship between the social 
media presence of higher education institutions (HEIs) and the enrollment decision behaviour 
of Gen Z students in Kerala, India. Drawing on a synthesis of existing literature rooted in the 
Technology Acceptance Model (TAM), the Theory of Planned Behaviour (TPB), and 
Consumer Decision-Making frameworks, this chapter develops a conceptual model that 
identifies key social media attributes—content quality, perceived authenticity, peer reviews, 
institutional credibility signals, and platform engagement—as significant antecedents to 
enrollment intention. The Kerala context offers a distinctive setting characterized by high 
digital literacy, competitive academic culture, and rapid smartphone penetration. The chapter 
concludes with theoretical contributions, practical implications for HEI marketing 
communication, and a research agenda for future empirical inquiry.