The Influence of Social Media Branding on Students ‘Perceptions of Management Colleges in Delhi/NCR

Author Details

This study examines the influence of social media branding on students’ perceptions of management colleges in the Delhi NCR region. With the increasing reliance on digital platforms for college selection, this research aims to explore how various social media elements, such as content authenticity, engagement, and platform presence, impact students’ decision-making processes. The study utilizes a mixed-methods approach, combining surveys and interviews to assess students’ usage patterns of popular social media platforms, including Facebook, LinkedIn, YouTube, and blogs, among others. The findings reveal that Facebook is the most influential platform, particularly among 21-year-olds, followed by LinkedIn for professional networking and career-oriented content. YouTube also plays a significant role in influencing perceptions through video-based content such as campus tours and testimonials. On the other hand, traditional platforms like Blogspot and chat rooms show minimal engagement, highlighting a shift in student preferences toward more visual and interactive content. The research further suggests that management colleges in Delhi NCR should focus on creating engaging, authentic, and visually compelling social media content, with a particular emphasis on Facebook and LinkedIn, to attract

prospective students. This study provides insights for colleges to develop targeted social media strategies that enhance brand visibility and credibility in a competitive education market.

Key word– Social Media Branding ,Student Perceptions Management Colleges Delhi/NCR Higher Education Marketing

Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of social media as instruments of higher education marketing: A segmentation study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593

Journal of Marketing for Higher Education. (2021). Social media branding strategies of universities and colleges in Canada. Journal of Marketing for Higher Education, 31(1), 45–63. https://doi.org/10.1080/08841241.2021.1875852

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

JurnalBisnis: Teori dan Implementasi. (2022). Social media strategy to improve brand image in the context of students’ decision making. JurnalBisnis, 13(2), 101–112. [Add exact URL if available]

ResearchGate. (2023). The impact of social media marketing on university students’ brand loyalty. Retrieved from https://www.researchgate.net/publication/370583450

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage Publications.

GAUR, M. S., GUPTA, M., & KUMAR, M. M. IMPACT OF SOCIAL MEDIA PROMOTIONS ON RECRUITMENT OF SECONDARY STUDENTS: A STUDY BASED ON UG PROFESSIONAL COLLEGES IN DELHI-NCR.

Shukla, T., & Singh, A. Students’ Perception towards Private B-Schools in Delhi/NCR.

Jumawan, R. (2025). Comparing Local and Foreign Tourists’ Behavior Toward Local Food in Siquijor Using the AISDALSLove Model: A Path Analysis to Guide Marketing Strategies. Available at SSRN 5281485.