Features of Promoting the Image of Higher Educational Institutions in the Media Space

The research reflects the results of an analysis of the influence exerted by the image of higher education institutions on social networks within the framework of promoting educational services. The relevance of the research is driven by the widespread use of digital technologies and the Internet, which have made social networks one of the key tools for managing the image of universities. An important role is played by the constantly growing dependence of the younger generation on the Internet and social networks. Active acquisition and dissemination of information by youth through social networks hold separate significance. The conducted research reflects various aspects of the concept of image, with these aspects considered in the context of higher education institutions. An analysis of image management of educational organizations was carried out to enhance the competitiveness of higher education institutions through social networks. The authors identified the main mechanisms of image management through contemporary information channels represented by social networks. The authors also grouped the stages of the development of the situation with social networks and closely related digital channels in contemporary Russia. The research explores the main factors and characteristics of the influence exerted by the activities of organizations on social networks on their image. The research highlights the prospects and strengths of image management for educational institutions through social networks. © 2025 Elsevier B.V., All rights reserved.