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This study discusses a robust narrative of the relationship between higher education and the stakeholders in the digital era. It proposes an integrated higher education marketing framework using the Cue-Utilization approach with perceived situational appropriateness as the frame of reference. A multi-stakeholder perspective is explored using semi-structured in-depth interviews with India, the UK, Nigeria, and UAE participants. The study’s findings indicate that relationship quality associated with relationship marketing is critical for student engagement. The results further validate the cues that are the surrogate indicators of high relationship quality in an ecosystem of higher education. It illustrates through a framework the factors affecting relationship marketing and their role in enhancing stakeholder engagement. Digitization adds another layer of complexity in relationships and relationship marketing for higher …