Effectiveness Of Social Media (Instagram) To Sell Educational Product And Services (Study Based In Delhi)

Abstract

The study aimed to assess the effectiveness of Instagram as a marketing tool for educational institutions, with a specific focus on brand awareness, lead generation, video views, and targeting specific customers. The research was conducted using a quantitative methodology with data collected from a sample of five educational institutions in Delhi, involving 125 students. The study applied Spearman’s Rank Correlation Analysis to evaluate the relationship between Instagram usage and key marketing objectives. The findings revealed significant positive correlations between Instagram usage and brand awareness (ρ = 0.78), lead generation (ρ = 0.72), video views (ρ = 0.70), and targeting specific customers (ρ = 0.75). These results demonstrated that Instagram effectively contributed to the visibility and engagement of educational institutions. The analysis indicated that Instagram’s visual appeal, interactive features, and targeting capabilities were critical to driving engagement and conversions. Based on these results, it was concluded that Instagram is a vital marketing tool for educational institutions to connect with prospective students, enhance brand awareness, and drive lead generation.