Use of social media marketing in influencing university student’s choice: A case of leading institutes of Islamabad

Abstract

The reason for this investigation is to recognize the cause, why students choose a following university? For recognizing these grounds objectives of the investigation are put together on which investigation are carried out by using the quantitative approach through in-depth Survey. This research helps the university to understand which method will be appropriate to use for attracting the students like E-WOM, paid advertising, content marketing and reputation management. Also it considered to measure which is most important method used by respondents when preferring a university for higher education. .