Impact of Social Media Usage on the Effectiveness of Higher Education Institutions: Evidence from India

The advance of social media for the past few years has transformed the ways in which the internet is practiced by users. Social media is constructed on the impression of how people know and interact with each other. It gives individuals the power to share, making the world more open and associated with each other. Now-a-days, social media in education sector has become an essential part in almost all institution’s progress. There are many different ways to use social media for higher education sector. Social media has numerous usages in e-learning as well as to help market and promote colleges and universities. Hence, this study aimed to analyze the impact of social media on higher educational sector with reference to Indian context. This study had been adopted on descriptive research design while it utilized both quantitative and qualitative data. The researcher has constructed an online questionnaire to collect necessary data related to this study topic from the population. This study had employed the sampling technique of convenience and the sample size had consisted of 1000 students. The sample students were chosen equally from the metropolitan and urban cities respectively in India. This study had used google form to collect the sample data during the period of 3 months between December 2020 and February 2021. The statistical analysis of this study had been achieved by the way of applying techniques such as percentage analysis, mean score, ANOVA, Correlation analysis and Multiple Regression analysis.