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Relationship Between Factors of Online Marketing and Student Enrollment Decisions in Higher Education: An Analysis Using Structural Modeling Techniques
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Author(s): Sailaja Bohara (Uttaranchal University, India), Ashulekha Gupta (Uttaranchal University, India)and Diksha Panwar (Independent Researcher, India)
Copyright: 2022
Volume: 12
Issue: 1
Pages: 18
Source title:
International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.299395
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Abstract
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.
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