Title: Effectiveness of social media marketing in the enrolment of management students in college and university: an exploratory study

Authors: Pabitra Kumar Sahu; Rohit Vishal Kumar

Addresses: School of Humanities, Management and Social Sciences The Neotia University (TNU), Sarisa, Diamond Harbour Road-743368, 24 Pgs (s), West Bengal, India ' International Management Institute (IMI), Bhubaneswar, IDCO Plot No. 1, Gothapatna, PO: Malipada, Pin-751003, Odisha, India

Abstract: This research delves into the social media habits and perceptions of prospective management students, offering a qualitative lens through in-depth interviews with 35 prospective students using purposive sampling. Data from two Indian states were meticulously gathered, transcribed via Microsoft Otter.ai, and analysed with NVIVO 10 through a thematic approach. The study uncovers that these students leverage social media for various purposes: promotion, advertisements, reviews and rankings, college brand awareness, job and internship searches, college selection, and alumni networking. The insights gained illuminate how higher education institutes (HEIs) can amplify their online presence and forge meaningful connections with prospective students, alumni, and other stakeholders, effectively showcasing their resources and enhancing engagement.

Keywords: higher education; social media marketing; student enrolment; management education; exploratory study.

DOI: 10.1504/IJBCG.2024.142219

International Journal of Business Competition and Growth, 2024 Vol.9 No.1, pp.30 - 42

Received: 10 Aug 2023
Accepted: 21 Jun 2024
Published online: 14 Oct 2024 *

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