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Websites and social media are the most regularly used digital marketing channels (Taiminen & Karjaluoto, 2015). Digital marketing extends convenience along with marketing (Lau et. al., 2018). Social media facilitates interaction, information, word-of-mouth, customization, and trendiness (Yadav and Rahman, 2019). Social media can be utilized for a variety of purposes like awareness and real-time feedback (Al-Awadhi and Al-Daihani, 2018). Social media marketing communication had a favorable impact on attitude (Duffett, 2017). Social media has a favorable impact on a brand's functional and symbolic image (Gokerik et al., 2018). Brand loyalty, brand consciousness, and value consciousness are all positively influenced by social media marketing (Ismail, 2017). Social media exposure has a great impact on buying (Karen et al., 2017). Brand image and reputation are significantly impacted by social media (Godey et al., 2016; Seo and Park, 2018).
Napoleoncat reported (Facebook users in India, 2021) India has approximately 450 million Facebook users in August, 2021. Comparing reports for January and August, 2021 shows an increase of 14.5% user within 7 months and the user base between the ages 25-34 grew by almost 10%. Facebook's global user base grows at a yearly pace of 12% (Newberry, 2021) whereas it grows at a rate of 12-13% in India (Statista, 2021). Approximately, 23.8 percent of Facebook users are between the ages of 18 and 24, while 82 percent of college graduates are on Facebook globally (Aslam, 2021). Higher education has remained among the top ten social media-using industries for the past five years, with 6.8 posts per week (Feehan, 2021). Higher education has the third highest average engagement per post on Facebook internationally; Higher education in India is thriving and according to a forecast from brandequity (2021), digital ad expenditure across all sectors will increase by 65 percent. Higher education institutions had lower rates of engagement on Facebook in 2018 than in 2017, and this has become a Year-on-Year (YoY) phenomenon. The reported global average for Facebook interaction per post across all industries is roughly 3.28 percent, but higher education was obtained at 0.12 percent in 2019 (Feehan, 2019), which is significantly lower than the average rate. Higher education has a lower interaction rate with lower spending per click on Facebook than the global average (Irvine, 2019).