Impact of Social Media's Role in Strengthening the Brand and Brand Management at Higher Education Institutions of India

Abstract

This research examine the impact of social media’s role in Strengthening the Brand and Brand Management at Higher Education Institutions of India. The Data were collected using structure questionnaire. The Data was collected from 463 students of higher education institutions across gujarat state with the aid of SPPS software, correlation analysis and regression coefficients were used to examine the data collected. Through Pearson correlation analysis. It was evident that there was a strong positive correlation (r = 0.418, p < .001) depicting that greater perceived role of social media in strengthening the brand was associated with higher brand management scores and to determine whether social media’s role in strengthening the brand significantly predicts the brand management, a simple linear regression analysis was carried out. The regression model accounts for 17.5% of the variance and meets all underlying statistical simple linear regression assumptions.