Comparative Analysis of the Effect of Social and Traditional Media on Customer Decision Making

Abstract

Purpose of this study is to identify the impact of social media and traditional media on customer decision making among Higher education sector. For this purpose two independent variable are identified that are social media and traditional media. Impact of these variables would be identified on dependent variable i.e. customer decision making. The research approach is deductive approach. The data is collected from the customers about their satisfaction with respect to their admissions in Higher education institutions of Islamabad. For this purpose variables were identified including social media, and traditional media. In this research customer decision making is the dependent variable and social media and traditional media is independent variable. The research had findings that will help the educational institutions to re-think their advertisement strategies. All the hypothesis in this research were accepted. This shows that all the selected variables have different outcome bases on demographics. The limitation of this research is this research is only valid on the people in Islamabad and those who work in higher education sector. Practical implication this research shows that customer decision making plays a very important role in for any educational institution. How the students or their parents are influenced by the social or traditional media marketing is of prime importance. It shows that social media advertisement factor had a significant link with customer decision making so these should be taken care of. Second factor is about traditional media factor, this also shows significant positive impact, on customer decision making.