SEAMple: Integration of social media, artificial intelligence, and digital marketing for managing student engagement
The project aims to develop a framework for managing student engagement in higher education, that will be based on the use of social media, artificial intelligence (AI) and digital marketing, and will be tested through the development of a system prototype. The system will combine features of social media and learning management systems while integrating AI technologies and digital marketing tools, which will be applied not only for engagement management functionalities but also for analytics and the identification of students at risk of academic failure.
The motivation for this research stems from the challenges faced by higher education institutions regarding low student engagement and high dropout rates. Studies show that students who demonstrate higher engagement in their studies are more likely to successfully complete study programs and report greater satisfaction with their learning experience. The primary goal is to enhance student engagement and success by enabling educators and institutions to develop more effective interventions and support systems.
The project contributes to institutional development policies by promoting open science and creating a valuable database on student engagement, which can serve further research and knowledge transfer. It has a direct social impact by improving the quality and sustainability of higher education, as well as an economic impact by fostering the development of successful and competitive professionals in the market.
Furthermore, the project actively supports digital transition by developing digital tools, analytical models, and databases, facilitating a better understanding and enhancement of the student experience.
The project also focuses on dissemination through publishing research findings in high-impact journals and conferences. These efforts will increase the visibility of the results, while strengthening international scientific collaboration and expanding the internationalization of research.