Volume 18, No. 2, 2021

Impact Of Digital Marketing Communication On Students' Higher Education Decision-Making Process In Lucknow City


Abhilasha Shukla , Dr Sushil Pande

Abstract

Digital marketing is the result of globalization according to the demand for advanced goods and supply in the digital world. In other words, the digital world is synonyms for an inter-connected world whereby consumers can easily access the facility of the digital market according to their desires and wishes in the interconnected, globalized world. It is also found that students are an important part of digital marketing communication because they find themselves in an interconnected world whereby, they are involved in the decision-making process about their careers. In these consequences, the present paper examines the impact of digital marketing communication on students' higher education decision-making process in Lucknow city. The methodology of the paper is based on the analysis of primary data, which was collected by conducting fieldwork in Lucknow city. The findings of the study show that there is a cordial impact of digital marketing communication on students’ higher education decision making process in Lucknow city. It is also found that the role of digital marketing communication positively influences the attitudes of students regarding to their decision-making process about higher education.


Pages: 3099-3109

Keywords: Digital Market; Communication; Students; Higher education; Decision making process.

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