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Mukherjee, Tanusree (2023) A study on: How ‘social media’ a digital marketing strategy, influences Indian international students’ decision to study abroad in Ireland. Masters thesis, Dublin, National College of Ireland.
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Abstract
The main objective of the study is to identify perceived benefits of using social networks as a digital marketing tool and their beneficial effects on students. The impact of social media as a strategy in the context of global education and how institutions are adapting to it are of particular interest to the thesis. The purpose of this study is to close a gap in descriptive data on the use of social media to be a digital marketing tool to entice Indian international students to pick Ireland as their preferred destination for higher education. The study focuses on the reasons why Indian students choose Ireland as their study abroad destination, providing valuable insights for future international businesses to develop effective marketing strategies based on the research findings. It uses a mixed-methods approach, using both qualitative and quantitative research methods. To gather data, online surveys and interviews were conducted with Indian students currently pursuing their degree in Ireland. This is due to Ireland's high-quality education system, affordable tuition fees, and opportunities for personal and professional growth. Additionally, universities and colleges in Ireland provide international students with a range of support services and resources, including language classes, cultural integration programs, and career development services. These services help students adapt to their new environment and make the most of their study experience. Combining social media marketing with effective support services and resources can assist universities and colleges in Ireland in attracting more international students, including Indian students, to study in Ireland. Universities in sending countries are enrolling more international students, and these collaborations are helpful for pedagogy. Due to the country's economic growth since 2013, Ireland, which was not previously a well-known study abroad location, has gained recognition. A platform for international education is one that uses social media. The new method of advertising via social media has an impact on international students. International students have been selected by colleges and schools in Ireland based on essays, writing samples, letters of recommendation, resumes, and interviews.
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