A Systematic Review on Evaluating the Influence of Social Media Marketing in Higher Education in Current Scenario & Future Implications using the PRISMA Model

Abstract

Social media marketing has been one of the fastest adopting methods across various sectors.  For the higher education sector as well the use of social media has been widely investigated by various researchers in the past. The researchers believe that social media inclusion in the learning process helps in incorporating a social context to the process and eliminates the traditional boundaries related to the higher education scenario. While realising the unlimited potential held by the use of social media in the educational sector, this study makes an attempt to investigate the past research in the field and try to determine the possible factors that have very high influencing capacities in the adoption of social media in the learning process. The study uses PRISMA model to shortlist 51 papers form the SCOPUS database and conducted an in detailed systematic review. The results of the study showed seven important factors namely performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit and price values. Apart from that significant influence of age and gender as moderators are also found.