ANALYSIS OF SOCIAL MEDIA INFLUENCE ON CONSUMER DECISION-MAKING IN HIGHER EDUCATION

Authors

  • Pramod Sakharam Shinde Research Scholar, Department of Marketing Management, OPJS University, Distt. Churu, Rajasthan
  • Dr. G. S Parmar Supervisor, Department of Marketing Management, OPJS University, Distt. Churu, Rajasthan

Keywords:

Social Media, Higher Education, Consumer Decision-Making, Theory of Planned Behavior, Social Influence Theory, Digital Marketing, Social Media Marketing

Abstract

This paper provides an in-depth analysis of the influence of social media on consumer decision-making in higher education. As digital platforms have become integral to students' lives, understanding how social media impacts their educational choices is essential for higher education institutions. The study explores various decision-making theories, such as the Theory of Planned Behavior and Social Influence Theory, and integrates social media's role within these frameworks. It also examines major social media platforms, such as Facebook, Instagram, and LinkedIn, and their specific impacts on student decisions. Additionally, the paper discusses factors influencing decision-making, including peer reviews, influencer endorsements, and user-generated content. The findings offer valuable insights for higher education marketers and suggest strategies for effectively leveraging social media to attract and engage prospective students.

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Published

2018-03-31

How to Cite

Pramod Sakharam Shinde, & Dr. G. S Parmar. (2018). ANALYSIS OF SOCIAL MEDIA INFLUENCE ON CONSUMER DECISION-MAKING IN HIGHER EDUCATION. Innovative Research Thoughts, 4(2), 317–321. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/1444

Issue

Vol. 4 No. 2 (2018): Volume 4 | Issue 2 | January-March 2018

Section

Articles

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