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Digital Pathways to Student Engagement: Online Marketing Strategies in Higher Education

Neha Kamra

Research Scholar, Department of Management & Commerce

Baba Mastnath University, Rohtak

Dr. Abhishek

Assistant Professor, Department of Management & Commerce

Baba Mastnath University, Rohtak

ABSTRACT

This study investigates the online marketing strategies employed by higher education institutions in Haryana, India, with a focus on student engagement and institutional visibility. Using a descriptive research design and a survey-based approach, primary data were collected from a sample of 500 respondents across the state. Exploratory Factor Analysis (EFA) was applied to identify the underlying dimensions of digital marketing strategies, resulting in five key factors: Digital Engagement and Influence Strategies (DEIS), Digital Visibility and Engagement Tools (DVET), Direct Outreach and Promotional Accessibility (DOPA), Interactive Digital Support and Accessibility (IDSA), and Trust and Credibility in Digital Marketing (TCDM). The findings highlight that while technological tools and outreach mechanisms are essential, credibility and trust remain the most influential drivers of student engagement. The study contributes to the growing body of literature on digital transformation in higher education by offering empirical insights into how institutions can strategically leverage online platforms to enhance student recruitment and retention.

Keywords: Digital Marketing Strategies, Higher Education Institutions, Student Engagement, Exploratory Factor Analysis (EFA) etc.