ANALYSIS OF EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN THE DIGITAL EDUCATION INDUSTRY

Information technology transformed the way we manage our personal lives and business relationships by the late 20th century. Computers, the Internet, and smart phones are no longer just machines, but almost personal assistants. When it comes to learning, people can enroll in online courses that do not need to be restricted by four walls. Instead, the mobile phone/laptop/desktop has taken on the role of trainer. In business operations, terms like e-content, and e-learning are used to meet the needs of learners. Designing ecourse content and disseminating knowledge and skills is a recent service-oriented business model in which educational institutions meet the educational needs of learners (consumers) in an online mode. The e-content or online course is now considered a product. In order to sell the product, educational organizations must promote it. Given the prevailing patterns of information technology, social media is viewed as a platform to promote e-content or courses. While perceived as a distraction in the flow of communication, social media promotions on e-courses are accepted and responded to by users of social media sites like Facebook, Instagram, Telegram, YouTube, WhatsApp, etc. So this research work. attempted to examine the impact of promoting educational content via social media. However, social media is used by educational institutions like BYJUs, EdX, Coursera, unacademic, etc. as a platform to market their products. The study, therefore, finds that social media, as an advertising or marketing platform, positively influences professional and non-professional users by exposing them to effortless learning