MARKETING RESEARCH OF THE EDUCATIONAL SERVICES MARKET IN UKRAINE IN THE CONTEXT OF THE INFLUENCE OF SOCIAL NETWORKS ON CONSUMER CHOICE

Abstract

Introduction. In the context of the digitalization of society and the transformation of the educational environment, the market for educational services in Ukraine is undergoing significant changes. Increased competition between educational institutions, the development of online and blended learning formats, and the growing role of information technology necessitate the use of modern marketing approaches. Social networks are of particular importance in this context, as they are not only a channel of communication but also an important factor in shaping consumer choice of educational services. That is why it is important to conduct marketing research on the educational services market, taking into account the influence of social networks on consumer behavior.

The purpose of the article is to study the characteristics of the educational services market in Ukraine and to determine the impact of social networks on consumer choice.

Materials and methods. The research materials included statistical and analytical data on the activities of public and private higher education institutions in Ukraine, in particular, indicators of income, number of applicants, and activity on social networks (Instagram, Facebook, YouTube, TikTok). The study used methods of analysis and synthesis, comparative and correlation analysis, as well as logical generalization to interpret the results.

Results. The study conducted a comprehensive analysis of the Ukrainian educational services market from a marketing research perspective, covering the financial results of higher education institutions, admission campaign indicators, and activity on social media. The results obtained indicate a significant differentiation between public and private higher education institutions in terms of income levels, the size of the applicant pool, and the intensity of use of digital communication channels. In particular, it was found that the leading positions in terms of income and number of applicants are held by both individual large state universities and individual private institutions with developed brands and stable demand for educational programs.

An analysis of the 2025 admissions campaign showed that for most of the HEIs studied, the number of applicants for bachelor's programs exceeds that for master's programs, reflecting the structure of demand in the educational services market. At the same time, some institutions, particularly those with a medical and humanitarian profile, show a relatively high proportion of master's students, which may indicate a focus on professionally oriented and specialized training. Financial indicators do not always correlate directly with the number of applicants, which indicates the influence of tuition fees, the structure of educational programs, and other factors affecting income.

The study pays particular attention to analyzing the presence of higher education institutions on social networks and the level of audience engagement, particularly on Instagram.

It was found that universities with fewer subscribers often demonstrate higher ER indicators, which indicates a more active and loyal audience. At the same time, institutions with a large number of followers have mostly average or lower ER values, which is typical for pages with a mass audience and does not reduce their overall communication potential.

A correlation analysis between the level of engagement on Instagram and the number of applicants showed no direct linear relationship between these indicators. This allows us to conclude that social networks are not an independent determining factor in the choice of an educational institution, but they perform an important supporting function in shaping the image, brand recognition, and trust of potential consumers of educational services. Thus, the effectiveness of social media use should be considered in conjunction with the institution's reputation, the quality of its educational programs, and its overall marketing strategy in the educational services market.

Discussion. Further research should focus on an in-depth analysis of the effectiveness of individual digital tools in promoting educational services and assessing their impact on the long-term competitiveness and reputation of higher education institutions.