International Journal of Sales & Marketing Management

Research and Development (IJSMMRD)

ISSN(P): 2249-6939; ISSN(E): 2249-8044
Vol. 6, Issue 5, Oct 2016, 1-8
TJPRC Pvt. Ltd

THE ROLE OF SOCIAL MEDIA AS A TOOL OF MARKETING

COMMUNICATION FOR EDUCATIONAL INSTITUTE AT
THE DAWN OF XXI CENTURY
SUSHANT PATIL1 & R. GOPAL2
1

Research Scholar, D.Y. Patil University, School of Management, Navi Mumbai, India
2

Research Guide, D.Y. Patil University, School of Management, Navi Mumbai, India

ABSTRACT
Today every higher education institution is using social media in some fashion. Educational Institutions in India
have been referring traditional media to market their educational institutes and this can be considered as a one-way
communication. The contemporary technological developments, educational institutes not only communicate effectively
with their target market, but they can still use social media to disseminate information and receive feedback more
effectively. Social media can contribute to develop a two-way movement of information which will be more significant for
succession plan for the educational institute.

specifically is in the decision making process of choosing an educational institutes.

This research paper attempts to evaluate the use of Social Media as a promotional tool for the educational
institutes in Pune through extensive literature review and qualitative research. Focus groups have been utilized that
demonstrated that social media is a major communication tool among educational institutes students of Pune at various
levels. It affects their social life, education, and most important of all selection of educational institutes.

Original Article

A key issue of this research paper is to reveal the process by which potential students use social media and more

With the advent of social media, the need to differentiate oneself has never been greater, and the way in
which one adapt to this new climate will have a profound impact on the bottom line. The issues are Does social
media have any influence on the selection of the institute by the students. This paper analyses the influences of
social media on the selection process of an education institute by the students.
KEYWORDS: Social Media, Marketing, Educational Institutes, Students

Received: Aug 16, 2016; Accepted: Aug 31, 2016; Published: Sep 07, 2016; Paper Id.: IJSMMRDOCT20161

INTRODUCTION
Social Media, in Broad-Spectrum
Change on the network is continuous. Recently, social media sites have grown immensely in terms
of user ship and popularity. In fact social media platforms like Facebook and Twitter are replacing
conventional forms of internet communication like email. They have become precious resources for people
to stay in contact, make new friends, and contribute to them like never before. Social media is, for the most
part, user-generated content published on sites like Facebook, Twitter or Flicker, Yelp, Reddit, Pinterest,
Linkdin and Tumblr. It's not advertisement, and should not be measured or perceived in the same manner.
Over the next five years, users on social media marketing are expected to grow to 25%.

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Sushant Patil & R. Gopal

Educational Institute and Social Media

Over the past decade, communication methods have changed drastically, with Twitter, Facebook, LinkedIn and
many such platforms on the go, it comes as no surprise that there is a close connection between social media, students and
parents. It has become the easiest and the fastest way of connecting.
Social media influence educational institutes for engaging students and their parents one of the following way.

Figure 1: Source Based on Secondary Data

Connectivity: Social media networks are designed for the purpose of social connections. These podiums are used
by existing and potential students to connect among themselves, institutes constantly communicate through websites, social
media presence sharing relevant information when they are in college and outside too. Having an online presence helps
strengthen connectivity without any limitations on proximity with an added advantage to educational institutes.
Social Building: A great way to reach out to potential students,parents and educational consultant. It gives a
chance to network with different students and faculty of different institutions, social media can provide a better exposure to
them who are looking for better institute to get educated.
Stimulate Knowledge and Discussion: There is constant exchange of information, content on Social media,
giving and receiving information at great speeds. These comprise list a few are views, opinions, knowledge and many
more. Social media provides platform to assess, analyze, retain and share information on a widespread.
Parental Involvement: When it comes to engaging parents and encouraging them for their involvement, social
media networks prove to be valuable tool for education institutes. Having an online presence through social media, Parents
can easily access and view institutes curriculum, understand class and teachers better. This helps them get clarity about the
educational institute.
Visibility Advantage: According to IMAI (Internet and Mobile association of India), 65% of the population go
online to search educational content. Thus institutes with online presence have an advantage of being more visible. Also,
having an online presence is often contributed towards a positive approach towards the institute. It is evident that social
media is important for educational institutes, having a widespread presence online helps institute reach out potentially.
Students are actively sharing, commenting, liking, following all across social media while institutes are going a step ahead
to make their presence felt.
Impact Factor (JCC): 5.9231

NAAS Rating: 3.13

The Role of Social Media as a Tool of Marketing Communication

for Educational Institute at the Dawn of XXI Century

Internet and Social Media site Growth in India

The Internet has opened up communication across world boundaries. Why not use its social media components to
expand our network, enhance our career, add friends, make connections, recruit employees, find people with scarce skills,
develop candidate pools of passive potential employees, and enlarge our world view.
60% of Americans regularly interact with companies on a social media site. But in India it is much less (37%), as
the Internet penetration in India is still in its infancy.
43% of consumers say that companies should use social networks to solve the consumers' problems, and in India
Star Hotels are still banking on traditional recruitment methods of employing professional third party.
41% believe that companies should use social media tools to solicit feedback product and services.
The following data reveals the social media users in India

Figure 2

Figure 3
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Sushant Patil & R. Gopal

LITERATURE REVIEW
Whitehead revealed (2012) Web and social media are not only decisive tools for student but they have
compulsorily sharpened the accuracy of educational institutions branding. Any attempt to present erroneous info
according to the author is likely to be promptly exposed by scores of both potential and existing students out there.
Students today cannot imagine of a world without the social media. Certainly, numbers of students are lively users
of the internet and have a strong presence in the social media. As Nayar (2010) stated social networking has become
a mode of self-representation and display in society. Participation of todays students in the social media has been further
improved by the obtain ability of portable electronic devices that continue to make internet access even more suitable and
pleasant (Michaluk, 2008).
Recent research study indicates that the vast majority of college-bound students use social media. (Levitz, 2012).
In that regard, it would be safe to accept that given the attractiveness of the social media amongst college-bound students,
any information posted via the said platform is seen as being fairly credible and/or accurate. The popularity of social media
amongst college-bound students could also mean that any information posted on the platform is regarded as being more
credible than info posted via traditional media including but not limited to magazines and newspapers.

OBJECTIVES

To study the adoption of social media applications in the educational institutes.

To find out the impact of social media on the selection process of educational institute by the potential students.

To analyse the potential of marketing through social media.

Conceptual Framework

More web based interaction with students

Blogs (students can publish information immediately)

Wikis (students can coauthor content together)

students can access information from home through social media

Get relevant information as soon as it happens

The platforms allows students to chat amongst themselves to foster unity and a sense of family among them

The platforms serve as lines of communications between students.

RESEARCH METHODOLOGY
The Research methodology includes of primary and secondary study. Secondary study included the study of
available literature on the same. The primary study intended to carry data collection through the detailed questionnaire.
The questionnaire consist of

Questions on selection process

Questions on the usage of social media and so on

Impact Factor (JCC): 5.9231

NAAS Rating: 3.13

The Role of Social Media as a Tool of Marketing Communication

for Educational Institute at the Dawn of XXI Century

Hypotheses
H11- Educational institute prefers social media the most effectual tool for marketing.
H10-Educational institute do not prefers social media the most effectual tool for marketing.
H21 -WhatsApp is the most preferred social website for educational institutes as marketing tool.
H20 -WhatsApp is not the most preferred social website for educational institutes as marketing tool.
H31 -Facebook is the most preferred social website marketing.
H30 -Facebook is not the most preferred social website marketing.
Reference Period
The survey of sample design population was under taken during the period from March -2014 to November 2015.

Figure 4: Graph Showing Different Social Media Sites used for Marketing
Interpretation: Facebook is the most used social website for corporate marketing. (73%)
Hypothesis Testing
H11- Educational institute prefers social media the most effectual tool for marketing.
H10-Educational institute do not prefers social media the most effectual tool for marketing.
Table 1: Data Collected for Marketing Purpose
Educational Institute Prefers
Educational Institute Doesnt Prefer
Total
Chi-Sq

Social Media Sites

65
45
110
40.91451406

Newspaper
180
20
200

Total
245
65
310

Chi-sq- 40.9 >16.96 at 5% significance level

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Sushant Patil & R. Gopal

As this Z value of 40.9 is greater than the table value of X2, hence our hypothesis H11 is rejected. Thereby proving
newspaper is still the more dominating method and source of marketing tool over social media sites in educational institute.
H21 -WhatsApp is the most preferred social website for educational institutes as marketing tool.
H20 -WhatsApp is not the most preferred social website for educational institutes as marketing tool.
Table 2: Data Collected for Preference of Students
Students Prefer
Students Doesnt Prefer
Total
Chi-Sq

FB
50
40
90
10.96450617

WhatsApp
150
50
200

Total
200
90
290

Chi-sq- Z= 10.9 < 16.96 at 5% significance level

As this Z value of 10.9 is with-in the permissible limit, hence our hypothesis H22isaccepted. Thereby proving
WhatsApp is the most preferred social website for educational institutes as marketing tool.
H31 -Facebook is the most preferred social website marketing.
H30 -Facebook is not the most preferred social website marketing.
Table 3: Data Collected
Social Media for Marketing
Not for Marketing
Total
Chi-Sq

FB
54
50
104
2.10515571

LinkedIn
120
78
198

Total
174
128
302

Chi-square Z value - 2.10<16.96 at 5% significance level

Hence our hypothesis H33 is accepted thereby proving Facebook as the most preferred social website for
marketing.

FINDINGS

Only 17% respondent of the interviewed respond unrevealed that they have finalized their institute by using social
media in Pune.

Facebook is the most used social website for marketing.

All participants expressed their daily use of social media,

WhatsApp is the most preferred and effectual marketing tool for the potential students

85% educational institutes feel that social media is a liability. This could be due to limited knowledge of the
power of social media by the potential students and their parents in rural areas.

23% students use social media sites as an effective marketing.

Social networking has increased the rate and quality of collaboration for students. They are better able to
communicate and share information quickly.

Impact Factor (JCC): 5.9231

NAAS Rating: 3.13

The Role of Social Media as a Tool of Marketing Communication

for Educational Institute at the Dawn of XXI Century

Social media able to create and maintain connections to many people and is an integral part of developing a
connection for marketing.

By spending so much time working with new technologies, students develop more familiarity with computers and
other electronic devices. With the increased focus on technology in education and business, this will help to create
effectual marketing tool.

The ease and speed with which users can upload pictures, videos or stories has resulted in a greater amount of
sharing of creative works and can be very effectual tool for marketing.

Respondents believed that social media was indeed a great way to reach actual and potential students.

CONCLUSIONS AND SUGGESTIONS

Social Media in education is being a relatively new concept has been the central concern of many educators,
students and parents. In the short time that it has existed, people all over the world have welcomed it as an indispensible
addition. This is observed there is a tremendous change due to social media in to the educational institutes. Social
networking communities are here to stay for longer time. Facebook has over 500 million users, while Twitter has over 200
million. Thats not even counting blogs or YouTube video blogs. Theres no doubt that students are actively engaged in
online communities and can become a useful marketing weapon to attract students more effectively than the traditional
marketing tool.
The impact of social media as a platform for social interaction and business communication is increasing.
The findings of the study indicated that penetration of social media is extremely high among students.
Even though Social Media is a relatively new phenomenon, it has a history of an impressive growth in a fast
changing environmental and technological environment. It is advisable for the communication for potential students
regarding their social media use.
Here below are some recommendations that the research students has derived based on the information received
from the research:

Educational institutes must approach social media in a proactive way.

They should actively and continuously engage with social media in their promotional mix. It is absolutely
necessary to understand the online behaviour of potential students, and realize that the students are their partners
inthe social relationship.

It is advisable for the institutes to accomplish this challenging goal by concentrating on the stories of its students,
including explanations of how they have overcome challenges to attend the institutes in addition to defining how
they attained challenging goals.

Educational institutes in Pune must create a highly responsive social media strategy that aligns not just with the
needs of students to gain a valuable education, but more importantly, to live the kind of life they always wanted to
while attending an institution of higher education.

As the majority of students today choose to use their smart phone as the primary device they rely on to stay
connected with family, friends and news, it is critically important for the educational institutes to stay aligned with

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Sushant Patil & R. Gopal

these expectations and also create a smart phone application on the Apple I OS and Google Android operating
systems.
Scope and Limitations of the Study

The study was limited to selected educational institutes in Pune area.

Due to the Time constraint of the research team the sample size was limited to 310.

The sample mostly carried out was in the afternoon time when the maximum students and educational institutes
were less busy. If we could collect data during other time the findings might be different.

Further Scope of Research

A similar research can be carried out in other parts of the region as well as other parts of the country.

This research is concern especially social media sites and its potential. There are enough scope in other segments
marketing strategy, advertising etc.

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Impact Factor (JCC): 5.9231

NAAS Rating: 3.13