STAKEHOLDERS’S PERCEPTION TOWARDS DIGITAL MARKETING STRATEGIES ADOPTED BY PRIVATE SCHOOLS IN BENGALURU URBAN DISTRICT

Abstract

The increasing use of digital technology has changed the way private schools communicate with parents and students and present information about their educational services. This study examines stakeholders’ perception towards digital marketing strategies adopted by private schools in Bengaluru Urban District, focusing on parents and students. A descriptive research design was adopted, covering 36 selected CBSE private schools through proportionate sampling. Usable responses were obtained from 459 parents and 475 students studying in Classes IX to XII. A structured questionnaire comprising 50 statements for parents and 39 statements for students was used to assess their perceptions of digital marketing strategies. Cronbach’s Alpha values of 0.986 for parents and 0.988 for students confirmed excellent reliability. Factor analysis was employed to reduce the variables into ten dimensions, followed by descriptive statistics and multiple linear regression analysis. The findings indicate a moderately positive perception among both parents and students, with overall mean scores of 3.51 and 3.50, respectively. Parents gave greater importance to digital marketing implementation, reputation and information credibility, while students showed stronger perceptions regarding information quality, online visibility and website accessibility. Regression results revealed that digital marketing quality significantly influenced stakeholder perception, explaining 60.6% of the variation among parents and 52.7% among students. The study highlights the need for schools to strengthen content, communication, credibility, online visibility and stakeholder engagement.