Abstract: Social media tools are observed to play a vital role in the renovation of the conventional teaching and learning practices across the globe. Though primarily developed for online social communication, social media platforms tend to possess suitable tools that can be used for instructional purposes in order to initiate active learning among students. The present study aims to analyse the use of social media platforms for educational purposes in developing nations such as Bangalore, Karnataka, India. The study intends to examine the penetration and reception of social media platforms in higher educational institutions in urban areas. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study in comparison with the traditional marketing channels. The study identifies and describes three market segments among future students based on their use of the social media.

Keywords: social media, social communication, penetration, reception, marketing channels

| DOI: 10.17148/IARJSET.2022.9509