Title: Use of social networking sites for B school marketing: an empirical analysis

Authors: Ravneet Singh Bhandari

Addresses: Amity Business School, Amity University, Building No. F-3, First Floor, Amity University Campus Sector-125, Noida – 201301 (UP), India

Abstract: B schools in India have grown rapidly from the past few years. Perhaps social networking sites are also considered to be a viable discourse medium between B school administrates as well as existing and prospective students; pragmatic examinations of how social networking sites are utilised by B schools for marketing is limited. This paper is in view of the '6Cs' of social media. Observing the conceptual model, this investigation analyses how B schools circulate data, connect with social networking users, and impact the admission choices of potential students. Discoveries show that social networking sites performed well in keeping up user awareness and relationship management, in spite of the fact there is scope for social networking sites to be utilised for enhancing student association, connection, and assemble user insights. The investigation examines the approaches to enhance B school marketing by utilising social networking sites.

Keywords: social networking sites; B-schools; communication; customer relationship management; Facebook; Twitter; India.

DOI: 10.1504/IJBG.2023.129042

International Journal of Business and Globalisation, 2023 Vol.33 No.3, pp.344 - 361

Received: 01 Aug 2019
Accepted: 21 Jan 2020
Published online: 16 Feb 2023 *

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