Asian Journal of Management

Bhuvana Venkat Raman ¹, Shivangi Jaiswal ²

Affiliations
1 Department of Commerce, St. Thomas PG College, Bhilai, Chhattisgarh, IN
2 Department of Commerce, St Thomas College Bhilai, Chhattisgarh, IN

Abstract

This study aims to determine the impact of social media marketing on business exposure and customer response of educational institutes of Chhattisgarh. Business Exposure and Customer Response are considered as the dependent variables and social media marketing is considered as the independent variable. A survey-based exploratory and causal research design was used. A research instrument of 28 items was generated comprising of 17 items for three antecedents of independent variable i.e. peer communication, perceived product in formativeness and product involvement and 6 items for dependent variable i.e. business exposure and 5 items for customer response. The data was collected from prospect customer i.e. students and their parents of selected educational institutes of Chhattisgarh through structured questionnaires. Factor analysis with principal component extraction method with promax rotation was used to determine the validity and cronbach’s coefficient alpha to determine the reliability of the instrument. Regression analysis was used to determine the causal relationship between the independent and dependent variables. The study also aims to suggest strategies to increase the Business Exposure and Customer Response of the Education Institutes.

Keywords

Social Media Marketing, Business Exposure, Customer Response, Educational Institutions.

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