Exploring the Role of Digital Marketing and e-WOM in Influencing Student Enrolment in Higher Education Institutions in Navi Mumbai

Abstract

This study examines the impact of e-WOM and digital marketing on student enrolment decisions in Navi Mumbai, particularly in promoting sustainability initiatives. It explores how these digital tools influence student perceptions and identify the most effective marketing strategies for higher education institutions (HEIs). The research addresses key questions, including how e-WOM shapes students’ views of digital marketing, which strategies drive enrolment, and what factors contribute to successful e-WOM campaigns. Additionally, it examines students' decision-making processes and the challenges institutions face in adopting digital marketing tools. Utilizing a mixed-method approach, the study gathered quantitative data through Google Forms surveys from students in Navi Mumbai and qualitative data through interviews with HEI marketing professionals. The findings highlight the effectiveness of digital platforms in attracting students and promoting sustainability, while also identifying barriers such as resource limitations and the need for better integration of digital marketing tools. The study provides actionable insights for HEIs to refine their marketing strategies and improve enrolment outcomes through targeted digital engagement and enhanced e-WOM practices.