Impact of Social Media Marketing on Students Choice for Admission In Higher Education Institutions in Jaipur

Abstract

Human beings have become so accustomed to technology thereby it would be difficult to ignore its vital role in our day to day routine. With the advent of social media, which can be viewed as a technology, educational institutions now have a greater variety of ways to promote themselves and attract students than they used to have in traditional marketing. Nowadays, it has become widely accepted that one of the best ways for educational institutions to gain a competitive edge by appealing to prospective students is to take advantage of social networking platforms so that they can achieve a competitive edge. Since the beginning of this decade, it has been observed that the number of internet users in India is increasing at an escalating rate at a very rapid pace. The use of social media has become increasingly popular in Higher education institutions as it is no longer simply used to connect with people, but it is equally used for a variety of other purposes as they are going to have to compete on a worldwide scale in the future. The traditional marketing methods will no longer be able to efficiently fulfill the needs of future students at a level that meets their needs. Social networking is considered one of the most effective ways for universities to gain an advantage over their competitors by attracting prospective students. A social media marketing strategy offers universities a broader range of options compared to other traditional marketing strategies in terms of attracting and motivating students. A study has been conducted in which it has been observed that quothigher education institutionsquot are using social media as a marketing instrument to reach out to a wider range of students. There is a prolonged transition from traditional marketing channels to social media, however, when it comes to quothigher educational institutionsquot. The purpose of this study is to identify the impact of social media marketing on the selection of students for admission to quothigher education institutions .