The Impact of Social Media Promotion on Students' Selection of Higher Education Institutions

DOI: https://doie.org/10.10399/APER.2025546519

Authors:

Leshna Chandra, Dr. Poonam Painuly

Keywords:

Online Marketing, Social Media, Students’ Decision-making, Students’ Choice, Higher Education Institutions.

Abstract:

This research endeavour seeks to explore and understand the extent to which social media platforms shape and influence the information-gathering behavior of students, particularly in the context of making critical educational decisions. The focus is placed on examining how these digital platforms affect students' choices when selecting higher education institutions. This research explores the impact of social media on students’ information-seeking behavior, with a specific emphasis on how it shapes their decision-making processes concerning the selection of higher education institutions. The primary objective is to assess the extent to which information acquired through social media platforms impacts university choice. A quantitative research method was used, involving the administration of electronic questionnaire to a selected sample 200 senior secondary, undergraduate, and postgraduate students across the state of Uttarakhand, India. Data analysis was performed using SPSS and PLS-SEM. A structural model was constructed to test the proposed hypotheses, while a measurement model was applied to evaluate the reliability and validity of the research instrument. The empirical findings of the study highlight a significant and meaningful impact of social media on the choices made by students in relation to higher education. The results suggest that social media not only serves as a major source of information but also plays a crucial role in shaping students’ perceptions, expectations, and ultimately their decisions when selecting universities or colleges for further studies.

PDF