Confirmation of Candidature - Candidate : Bilal Yousaf

In a more interconnected world, international relationships and diplomatic ties are significantly influenced by a country's image a country. Exclusive universities, as centres of knowledge and academic excellence, play a vital role in decisions made by other countries, international investors, tourists, and students seeking higher education opportunities (Robert Buchanan, 2013). Understanding the link between quality universities, social media, and a country's image will provide valuable insights for policymakers, administrators, and communication experts on building effective strategies to elevate a nation's image and global reputation. By capitalising on the digital era's potential, this research aims to uncover the immense opportunities for developing countries to leverage their educational assets. This will enable them to build stronger international relationships, foster academic excellence, and promote cross-cultural understanding in an ever-evolving global landscape. Countries are recognising the importance of their image and reputation on the world stage in context of globalisation and the digital age. The view of a country's culture, economics, tourism potential, educational possibilities, and general appeal to investors, businesses, students, and visitors is influenced by its brand image. Universities, being important components of a country's intellectual capital and cultural character, play an important part in defining the country brand image. 
As social media grows in popularity as a communication and networking tool, it has become a strong tool for universities to interact with a varied and international audience.

The overarching goal of this research is to give a road map for Pakistan to create their education-based brand image. For example, it is understood when we hear Oxford University, Zurich University, University of Boston, and Monash University, the corresponding nation, United Kingdom for Oxford, Zurich for Switzerland, the United States for Boston, and Australia for Monash University spring to mind. Perhaps, Pakistan has no university to make such manifestations. This study project begins with the development of a unique conceptual framework for Pakistan, which is the 5th most populated country of the world (Worldometer 2023), to establish their soft image throughout the world. Pakistan is attempting to project a soft image, but it appears that it is not achieving significant success. Considering this challenge, this proposed research project can bring significant changes. 

For more information, please email the Graduate Research School or phone 0746 311088.