Navigating Academic Choices: Exploring Social Media Consumption Patterns among Prospective Management Students in India

Abstract

This research paper explored the consumption of social media communication among prospective management students. In this study, a qualitative approach is followed and in-depth interviews with 35 prospective management students were conducted using purposive sampling. Data was collected from two major educational hubs in eastern India namely Kolkata and Bhubaneswar states in the eastern region of India. The responses were transcribed using Microsoft Otero.ai software and analysed using the qualitative tool NVivo 11 plus. A thematic analysis approach has been adopted to identify the various dimensions of social media consumption among prospective students. The findings reveal that prospective students consume social media tools for collecting academic and admission-related information, collecting reviews and recommendations, awareness about the college brand, searching for job and internship openings, learning and knowledge sharing and networking with alumni.