Exploring the role of social media marketing in the education sector

Title

Exploring the role of social media marketing in the education sector

Creator

Raj L.; Sankar M. M.

Description

The educational system across the world is undergoing a transition and is affected by numerous factors encompassing technology to psychology. The traditional model of face-to-face teacher-led learning approach has been gradually shifted to student-centric and outcome-based learning. Though the intellect and learning capacities among students differ in many aspects, personalized attention of the teacher to student and practical exposure to subjects are considered as few significant areas of concern in curriculum and pedagogy. The late 2000s witnessed the dawn of many EdTech companies proclaiming personalized attention and experiential learning through online platforms. EdTech companies make fine use of social media marketing and adopt well-thought-out strategies to reach out to the student segment and parents. The prime objective of this chapter is to study the role of social media marketing strategies in capturing student segments and the influence that makes on parents' purchase decisions. 2022, IGI Global. All rights reserved.

Source

EdTech Economy and the Transformation of Education, pp. 227-244.

Date

2022-01-01

Publisher

IGI Global

Coverage

Raj L., School of Business and Management, CHRIST University (Deemed), India; Sankar M. M., School of Business and Management, CHRIST University (Deemed), India

Rights

Restricted Access

Relation

ISBN: 978-179988906-9; 978-179988904-5

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/978-1-7998-8904-5.ch013

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85137230360&doi=10.4018%2f978-1-7998-8904-5.ch013&partnerID=40&md5=b84516ff1660d43bddef72bc7f5008f8