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  CHAPTER 1: INTRODUCTION 1.1 Background Social media marketing may be defined as a strategy which emphasizes on using online platforms to promote their product and services among the consumers ( Bazrkar et al, 2021) . This marketing technique facilitates in connecting customers to businesses which aids in fulfilling their needs and wants. Presently, it is the most significant marketing strategy which aids in humanizing business and supports in attracting the large number of customers. Social media marketing assists in overcoming geographical barriers and supports organization in gaining the global reach. This strategy helps in boosting the customer engagement, develops their loyalty, enhances brand visibility and leads generation which assists in maintaining the long term stability of business entity. Social media marketing plays a crucial role in sustaining competitive edge as it help in quickly and easily connecting with customers. Moreover, this strategy helps in monitorin...

  Task 1 1. Justification of Article Selection All four articles were choosed because they address social media and safety in higher education. The first article by Lacka et al . (2021) was chosen because it provides insights into the effectiveness of digital technologies, including social media, in enhancing student efficiency within higher education. The second article by Chavez and Lamorinas (2023) discusses the reconfiguration of assessment practices in online education during the COVID-19 pandemic, highlighting the challenges and opportunities of integrating social media into academic settings. The third article by Purnama and Asdlori (2023) addresses how social media influences students' social perceptions and interactions, emphasizing the psychological impacts of online engagement. Finally, the fourth article by Komljenovic (2022) was selected for its critical analysis of the implications of digitalisation in higher education, particularly focusing on data privacy and th...