Digital business strategies and institutional performance in shaping graduate enrollment decisions: Insights from private universities in an emerging economy

Abstract

Private universities increasingly operate as business-oriented organizations, strategically leveraging digital business strategies to compete for students, enhance institutional performance, and achieve financial sustainability while maintaining academic quality (Luckyardi et al., 2024). This study explores graduate enrollment decisions at private universities in Pathum Thani Province, Thailand, by examining the perspectives of both graduate students and faculty members. Using a qualitative approach, data were collected through interviews and analyzed using qualitative content analysis. The findings reveal that graduate enrollment decisions are socially embedded processes shaped by the interaction of individual aspirations and institutional conditions. Career advancement and professional legitimacy emerged as key motivations, while institutional flexibility, supported by digital platforms, influenced enrollment feasibility for working adults. Perceived academic quality and institutional reputation, communicated through digital channels, reduced uncertainty and legitimized enrollment decisions, while faculty engagement and effective digital communication strengthened trust and institutional credibility. Collectively, digital business strategies function as strategic mechanisms that enhance institutional performance and shape prospective students’ enrollment choices. This study contributes to understanding graduate enrollment decision-making and offers practical guidance for private universities pursuing sustainable enrollment through integrated digital strategies.