Impact of Social Media Marketing on Students Enrolment in Edtech Companies

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.