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<p>This study explores how social media engagement (SME) shapes the perception and decision-making behavior of MBA aspirants toward Indian business schools. Using the Systematic Literature Review (SLR) method directed by the PRISMA framework, the paper synthesizes prior research from 123 peer-reviewed articles from Scopus and Web of Science (201–2025) that were initially identified, of which 40 met the final inclusion criteria on how different content types—informational, relational, remunerative, and entertaining—affect audience engagement across digital platforms. The review integrates insights from the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to frame how these content types influence perceived usefulness, trust, and engagement intention. Significant findings indicate that while satisfying and entertaining content enhances emotional connection and recall, relational and informational content nurtures active engagement. A conceptual model linking content attributes to expected engagement outcomes is also proposed by the review, which also identifies research gaps in emerging-market contexts.</p>

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Review of social media engagement strategies in Indian business schools: a comparative review of literature

  • 期刊论文

  • 发表日期：

    2026年3月11日

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  • Karabi Bhattacharya Rao,
  • Mahuya Adhikary

摘要

This study explores how social media engagement (SME) shapes the perception and decision-making behavior of MBA aspirants toward Indian business schools. Using the Systematic Literature Review (SLR) method directed by the PRISMA framework, the paper synthesizes prior research from 123 peer-reviewed articles from Scopus and Web of Science (201–2025) that were initially identified, of which 40 met the final inclusion criteria on how different content types—informational, relational, remunerative, and entertaining—affect audience engagement across digital platforms. The review integrates insights from the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to frame how these content types influence perceived usefulness, trust, and engagement intention. Significant findings indicate that while satisfying and entertaining content enhances emotional connection and recall, relational and informational content nurtures active engagement. A conceptual model linking content attributes to expected engagement outcomes is also proposed by the review, which also identifies research gaps in emerging-market contexts.