EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN INCREASING STUDENT ENROLMENT IN INDIAN SCHOOLS

The growing penetration of internet services and the widespread use of digital platforms have transformed how institutions interact with their target audiences. In the context of education, schools are increasingly under pressure to differentiate themselves and actively engage with prospective students and their families. Schools in India, particularly in urban and semi-urban regions, are increasingly leveraging social media to enhance visibility, build credibility, and engage with prospective parents and students. This study aims to evaluate the effectiveness of social media marketing in increasing student enrolment in Indian schools, with a particular focus on schools in Gujarat. The research primarily explores the perception of school management regarding the role and impact of social media marketing on admissions and investigates the association between their demographic profile and their perception. A structured, close-ended questionnaire based on a five-point Likert scale was administered to a sample of 137 school management representatives. The findings suggest that school management strongly believes that social media significantly enhances school visibility, builds trust among parents, and facilitates better communication, ultimately influencing enrolment decisions. The study highlights the growing acceptance and perceived impact of digital strategies in the school admission process and provides valuable insights for educational institutions aiming to strengthen their marketing efforts through social media.