Relationship Between Factors of Online Marketing and Student Enrollment Decisions in Higher Education: An Analysis Using Structural Modeling Techniques

The aim of this paper is to identify the relationship between factors of online marketing and enrolment decision in higher education. With increasing number of higher education institutions, it has become important for these institutions to attract students for enrollment and this paper will help th...

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Bibliographic Details
Published in:International journal of online marketing 2022-01, Vol.12 (1), p.1-18
Main Authors: Bohara, Sailaja, Gupta, Ashulekha, Panwar, Diksha
Format: Article
Language:English
Subjects:
College attendance
Colleges & universities
Data analysis
Digital marketing
Education parks
Education, Higher
Enrollments
Factor analysis
Higher education
Higher education institutions
Impact analysis
Literature reviews
Marketing
Modelling
School facilities
Social networks
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Summary:The aim of this paper is to identify the relationship between factors of online marketing and enrolment decision in higher education. With increasing number of higher education institutions, it has become important for these institutions to attract students for enrollment and this paper will help them to do so. With extensive literature review the gap was identified and impact of online marketing on each step of college selection process is tested data was collected from various colleges from Nepal. The sample size of the data was 800 and data was collected through structured questionnaire. SPSS and AMOS software were used to analyze the data. Factor analysis has been done and Structural Equation Modeling has been used in the study to show the relationship between the variables. Findings of the study showed that there is a significant relationship between factors of online marketing and enrollment decision in higher education.These findings will be helpful for higher education institutions for increasing the enrollment number.
ISSN:2156-1753
2156-1745
DOI:10.4018/IJOM.299395