IMPACT OF ONLINE MARKETING STRATEGIES ON STUDENTS' DECISION-MAKING FOR HIGHER EDUCATION: THE MODERATING ROLE OF INFLUENCER MARKETING

Abstract

This study explores the influence of online marketing on students’ university selection decisions, with particular attention to the moderating role of social media influencers. The primary objective is to understand how digital marketing efforts shape students’ choices regarding Higher Education Institutions, especially when influencer-driven content is involved. To achieve this, a quantitative research design was employed, using a structured questionnaire to collect data from 100 students in Uttarakhand, India. The sample comprised senior secondary students as well as first-year undergraduate and postgraduate learners.

Methodology- Data analysis was conducted using PLS-SEM 4.1.03, enabling an in-depth assessment of the relationships among the key variables. The structural model was applied to test the proposed hypotheses, while the measurement model validated the reliability and accuracy of the survey instrument.

Findings- Findings reveal that online marketing has a significant impact on students’ decision- making when selecting Higher Education Institutions. Additionally, social media influencers substantially strengthen this relationship, amplifying the effect of digital marketing efforts. These results highlight the combined importance of direct online promotional strategies and influencer-led engagement in shaping students’ educational choices. Overall, the study emphasises the expanding role of digital and influencer marketing in guiding young individuals’ decisions within the higher education landscape.