Impact of Social Media Marketing on Students Enrolment in Edtech Companies

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.