This study investigates the effect of influencer marketing on students' choice of higher education institutions (HEIs) in China. Drawing on social influence theory, the study categorizes influencers into Key Opinion Leaders (KOLs) and Student Influencers (SIs), examining their respective impacts. A quantitative approach utilizing a structured questionnaire was employed, targeting newly admitted students at Chinese higher education institutions. Data were analyzed using AMOS based on a positivist and deductive framework. The findings reveal that both KOLs and SIs significantly influence students' HEI choices, with SIs exerting a slightly stronger effect. The study provides valuable insights for educational marketers and institutional decision-makers aiming to enhance recruitment strategies through influencer collaborations.