Impact of Social Media Marketing on Students Enrolment in ‎Edtech Companies

  • Authors

    • Premjeet Kumar Research Scholar, Faculty of Management, SRM Institute of Science and Technology Kattankulathur, Tamil Nadu-603203, India
    • Dr. Yaaseen Masvood Associate Professor, Faculty of Management, SRM Institute of Science and Technology Kattankulathur, Tamil Nadu-603203, India
    https://doi.org/10.14419/cytmth97

    Received date: September 17, 2025

    Accepted date: September 28, 2025

    Published date: October 11, 2025

  • Social Media Marketing; Ed Tech Companies; Student Enrolment; Digital Strategy

  • Abstract

    The integration of digital technology into education has revolutionized how Ed Tech ‎companies attract and engage learners. This study explores the impact of social media ‎marketing on student enrolment in Ed Tech companies, highlighting how digital platforms ‎influence enrolment decisions. Primary data were collected through a structured questionnaire ‎distributed among a target population of 420 students, with 321 valid responses received ‎, representing a response rate of 76.4%. Quantitative analysis was conducted using SPSS ‎software, employing descriptive statistics, correlation analysis, and regression models to ‎assess the effectiveness of various social media marketing dimensions such as content quality, ‎influencer involvement, platform engagement, and advertising frequency. The results indicate ‎a statistically significant positive relationship between strategic social media marketing and ‎increased student enrolment. Particularly, relevant content and peer influence emerged as ‎critical drivers. The findings provide actionable insights for Ed Tech firms seeking to enhance ‎student engagement and conversion through targeted social media strategies‎.

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  • How to Cite

    Kumar, P., & Masvood , D. Y. . (2025). Impact of Social Media Marketing on Students Enrolment in ‎Edtech Companies. International Journal of Accounting and Economics Studies, 12(6), 414-422. https://doi.org/10.14419/cytmth97