![](bg4.png)
people with the personality and scientific competence
relevant to their specialties.
The decision of which institution to attend also
majorly relies on financial factors. The investment
must still be beneficial when the student’s complete
college studies. This is true because college or
university education is time-consuming and a costly
investment. Therefore, prospective students must have
a strategy in place before choosing an authorized
university or institution. In the higher education
industry, competition for students' business has begun
to heat up. To determine the scope of the digital
phenomena in India specifically considering Pune city
which is also famously known as the oxford of the east,
this study was necessary. It used digital marketing with
the sophistication of higher education in this age of
disruption. Ajeenkya DY Patil University also known
as ADYPU, Pune is one of such many educational
institutions in Pune which is currently established in
the Lohegaon area, located in the northern east of Pune,
and is also famously known for the Pune International
Airport. ADYPU is an amalgamation of seven schools
of specialization, including Law, Management,
Engineering, Film and Media, Design, Liberal Arts and
Hotel Management, providing Bachelor’s and
Master’s degree programs.
Based on the above-mentioned background of the
University and digital marketing, this study was
conducted and was able to analyze how social media is
utilized towards the decision of admitting new students
in the private universities of Pune. Furthermore, the
study also explains the impact of marketing
communications and digital marketing strategies of
Ajeenkya DY Patil University, when it came to
admitting new students at the institution.
2 LITERATURE REVIEW
2.1 Digital Marketing
Digital marketing is a method of expanding and
improving traditional marketing functions by utilizing
the web and information technology. The utilization of
the web and other interactive platforms for and linking
interaction between identifiable organizations and
consumers is also referred to as digital marketing
(Coviello et al., 2001)2. Branding activities include the
use of web-based channels such as blogging, company
websites, e-mailers, ads words, or social media.
Certainly, digital marketing does not refer solely to
internet marketing.
2.2 The Advantages of Digital
Marketing
From the viewpoint of the user, online marketing is a
means of acquiring knowledge, leisure, socialization,
buying goods or services, exchanging ideas, and
forming communities. The following are the specific
benefits of employing digital marketing: Targeted
marketing is offering to the right consumers and
groups.A tailored message is one that is given in
response to the needs and preferences of the target
consumers.A high level of client interaction is required
for interactive capability. A lot of clients who really are
looking for a specific item visit certain
websites.Information access refers to site visitors who
obtain specific information from a product.
The effect of large sales, to which the web is a
direct reaction medium.Social Media
Customers are progressively adopting social media to
engage with, search for, and share information, views,
and experiences about brands and organizations.
Instagram, Facebook, LinkedIn, YouTube,
WhatsApp and Twitter are indeed used to share both
positive and negative experiences, according to
Taprial, V., and Kanwar, P. (2012)15. Lewis (2010)12,
in contrast, explains that the phrase "social media"
refers to a class of digital technology that makes it
possible for people to engage, communicate, create,
and share content. According to Juju et al. (2013)6, and
Bajpai et al. (2012)3, social media is currently the sort
of public relations that is the most transparent,
interesting, and interactive.
Social media tends to attract attention more quickly
than exchanges in person.
2.3 Buyers Buying Decision
In educational institutions, registration requirements
are sometimes known as purchase decisions.
Concluding to a particular decision requires careful
consideration of all available possibilities. Consumer's
buying decisions are made by selecting the most
desirable brand from among several alternatives;
nevertheless, two factors can exist among purchase
intents and purchase decisions (Kotler et al., 2010)7.
According to Kotler (1984)9, consumers' choices to
purchase a product or not are actions. Among the
various factors that influence a consumer's choice to
purchase a good or service, quality, price, and products
that are already well-known to the public are frequently
taken into consideration. Buyers often go through
several stages before making a purchasing decision,
including:
PAMIR 2023 - The First Pamir Transboundary Conference for Sustainable Societies- | PAMIR
658