Potential international students use social media platforms to acquire important information about schools and their brand reputations while making international higher education decisions. By means of a cross-sectional data from 384 international students at three universities in North Cyprus, the study aims to explore the relationship between social media engagement, information credibility and enrolment intention. Furthermore, if information credibility works as a mediator between social media engagement and enrollment intention, and the moderating role of student type. The study makes several contributions to the literature review and its recommendation helps top management at universities and policy makers in North Cyprus to pay attention to the role of social media in recruiting international students. The findings of this study indicate that credibility fully mediates the relationship between social media engagement and enrollment intention, but student type doesn’t moderate the relationship between information credibility and enrollment intention. The limitations and future studies are discussed in this study.

This study aims to investigate the impact of social networking sites advertisements on consumer purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. The data for this study was collected based on 360 followers from student's perspectives towards major apparel brands across Girne American University in North Cyprus. Data analysis was performed using structural equation modeling (SEM) in order to analyze the data collected. The study found that SNS advertisement had a significant impact on brand awareness, alongside consumer purchase decisions. Similarly, it found support for the mediating role of brand awareness. This research extends prior research by investigating the mediating effect of brand awareness between the SNS advertisements and purchase decision path. Finally, this study enriches social media marketing literature by providing evidence from North Cyprus.