University branding for generation Z: A systematic literature review of effective communication in higher edication

Abstract

Abstract: As Generation Z emerges as the dominant demographic in higher education, universities face challenges in developing branding strategies that resonate with young adults’ values and communication preferences. This systematic literature review examines current research on university branding directed at Generation Z students, building on foundational work in higher education brand communication (Chapleo et al., 2011). The study seeks to clarify key factors shaping Generation Z’s perception of university brands and to highlight research gaps in this evolving field.Following PRISMA guidelines, this review systematically searched the databases for peer-reviewed articles published between 2011 and 2025, focusing on university branding and Generation Z student behavior. The methodology combines bibliometric analysis using descriptive statistics to map publication trends and citation patterns, alongside thematic synthesis of branding strategies and effectiveness measures. The findings reveal temporal trends in branding research directed at young adults and identify predominant approaches emphasizing authenticity, digital engagement, and value-driven communication. The study demonstrates how universities are adapting their branding to meet Generation Z's expectations, while also exposing significant research gaps in Central and Eastern European contexts.This research contributes to higher education marketing literature by offering a structured overview of Generation Z university branding knowledge, identifying critical research gaps, and strengthening the theoretical foundation for understanding young adults' engagement with university brands in digital environments.