A Study On The Effectiveness Of Social Media Marketing On Edtech Platforms With Reference To Neethu’s Academy

Abstract

The rapid expansion of the Education Technology (EdTech) sector has intensified competition among online learning platforms, making social media marketing a critical strategic tool. This study examines the effectiveness of social media marketing in influencing awareness, engagement, trust, and enrolment behaviour of learners with reference to Neethu’s Academy. A descriptive research design was adopted, using both primary and secondary data. Primary data were collected from 51 respondents through a structured questionnaire. Percentage analysis, correlation analysis, and chi square tests were employed for data analysis. The findings reveal that social media significantly enhances brand awareness and engagement, while trust and credibility play a decisive role in enrolment decisions. The study concludes that strategic content, influencer credibility, and interactive engagement are key drivers of effective social media marketing in the EdTech sector.