Investigating the Influence of Digital Marketing in Youth’s Decision to Study Abroad: An Overview from Ernakulam District, Kerala

Abstract

Digital marketing has greatly changed the way students collect information and make choices about higher education overseas. This study examines the role of digital marketing in youth's decision-making process in the Ernakulam District of Kerala. The research uses the quantitative research design and the study used a structured questionnaire with 100 respondents selected with the help of the convenience sampling method. Descriptive statistics, percentage analysis, mean ranking, and Chi-square test were used for statistical analysis of the data collected. The results show that 34% of the respondents said that digital marketing played an extremely high role in their decision to study abroad, and 23% said that digital marketing was moderately influential. Influencer recommendations (Mean = 6.61) and YouTube videos (Mean = 6.11) were found to be the most influential digital marketing channels. The result of Chi-square test (x2 = 3.41, p > 0.05) shows that there is no significant association between gender and digital marketing influence level in study abroad decision. The study draws attention to the fact that the digital platforms, social media interaction and testimonial-based marketing have a significant effect on students perceptions and choices. The results have great insights for educational institutions and consultants to create effective digital marketing strategies towards prospective international students.