Author(s): Rajni Pathak, Manisha Paliwal and Yassine Agouzoul
Aim - The purpose of this research is to comprehend the role of social media platform in university selection decision making process of students in Pune City of Maharashtra state in India. Design/Methodology/Approach – Data were collected (qualitative and quantitative both) via an online survey, google form through probabilistic simple random sampling from 222 graduate students analyzed using, factor analysis, regression, Anova test and Amos model. Findings:This study analyses the relevance of different social media platform used by HEI and it influences the potential students during selection process as well help in spreading awareness about college best practices, student’s achievements and information about HEI programs and courses. Results indicated a significant impact of social media on students during university selection decision making process and creating awareness Practitioner/Policy implications- This research is beneficial for students who want to enroll for Higher education studies as well higher education marketers to focus more on social media platform. Findings of this research suggest that higher education marketers and university policy makers should spend more resources in social media platforms so that it becomes the best option for students during their enrollment decision. Research limitation/Implications- The limitation of this research was that due to COVID, researcher was unable to speak personally with respondents as many colleges and universities are conducting admission process through online mode (teams or google meet).Due to the online admission process, students were not available in the campus and completing all admission formalities from their home.