Examining the Perception on branding and brand management of Higher Education Institutions and it's role by using Social Media A focus study on Higher Education Institutions of Gujarat

Abstract

This research exam in the impact of social media on higher education institutions - A deep study of influences, perceptions of branding and brand management with the focus study on higher education institutions of Gujarat.

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 = 0.793, p < .001) showing higher perceptions of branding significantly associated with stronger brand management scores. Through regression analysis describe 62.8% of the variance in Brand Management (R² = .628, p < .001), indicating a strong predictive ability.