РЕКЛАМИРАНЕ НА СПЕЦИАЛНОСТИТЕ НА ЦЕНТЪРА ПО ИНФОРМАТИКА И ТЕХНИЧЕСКИ НАУКИ В СОЦИАЛНИТЕ МРЕЖИ

Abstract

This article examines the effectiveness of four consecutive social media advertising campaigns conducted on Facebook as part of the 2025 student recruitment campaign of Burgas Free University. Using secondary data from Meta Ads Manager, the study applies a quantitative performance marketing approach based on key indicators such as reach, impressions, clicks, while financial variables are normalised using an index-based method. The results reveal a clear shift from reach-orientated campaigns towards more targeted and engagement-efficient advertising activities, as well as significant differences in performance among the promoted academic programs. The findings contribute empirical evidence to digital marketing research by demonstrating how social media advertising supports awareness building, engagement formation, and performance-driven decision making in higher education marketing.