| Abstrakt: |
This research delves into the social media habits and perceptions of prospective management students, offering a qualitative lens through in-depth interviews with 35 prospective students using purposive sampling. Data from two Indian states were meticulously gathered, transcribed via Microsoft Otter.ai, and analysed with NVIVO 10 through a thematic approach. The study uncovers that these students leverage social media for various purposes: promotion, advertisements, reviews and rankings, college brand awareness, job and internship searches, college selection, and alumni networking. The insights gained illuminate how higher education institutes (HEIs) can amplify their online presence and forge meaningful connections with prospective students, alumni, and other stakeholders, effectively showcasing their resources and enhancing engagement. |
