<p>Higher education institutions increasingly need innovative strategies to convert members of their social media-based brand communities into enrolled students. This study manipulates the Theory of Planned Behavior (Ajzen, 1991) along with relevant aspects of social media community experiences to offer context-specific insights into how social media-based brand communities influence the intention to select higher education institutions. Data from 401 prospective students were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4 software to test the research hypotheses. According to the study findings, social interaction, homophily experience, subjective norms, and perceived credibility predict brand attitude. However, perceived behavioral control has no significant impact on brand attitude. Furthermore, this study shows that prospective students’ interactions with higher education institutions’ social media-based brand communities do not directly impact their choice intention but rely on brand attitude as a mediator. The study assists higher education administrators in understanding how to cultivate students’ brand attitudes and select effective levers for their social media-based recruitment strategies.</p>