Impact of Social Media Marketing on an Indian Student's Decision of Studying Abroad

Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 4.5, The ESC Rennes School of Business, language: English, abstract: This research can help understand the overall impact of social media, concerning attractiveness of the destination, influence of friends and peers abroad and social media marketing by schools and college on Indian students¿ preference of college with the aim to study abroad,

Few studies have conducted about the influence of social media on Indian students choosing abroad for higher studies. Moreover, it has become more about the preference of destination rather than preference of college. Increased use of social media networks by students is resulting in social media marketing by different colleges to greater extent. There is direct access to the admission gateway from one Facebook or Instagram post by respective colleges abroad.

A lot of research has been done on the proliferation of students using social media, its impact on them, Indian students¿ mentality and factors affecting their decision of studying abroad. Major countries chosen in past and emerging attractiveness of European countries as next destination for Indians to pursue higher education are discussed. A decade ago, social media networks were often used for social interaction, primarily with friends with whom the students had a pre-established relationship offline. In no time, it had become a platform to explore cultural & social differences among countries.