THE EFFECT OF DIGITAL MARKETING COMMUNICATION STRATEGIES ON PRIVATE SCHOOL IMAGE IN EASTERN ECONOMIC CORRIDOR AREA
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Abstract
This study’s objectives are 1) to study the level of the opinions of the stakeholders towards the perceived digital marketing communication strategy of the private schools in the Eastern Economic Corridor area, 2) to study the level of the perceptions of the stakeholders on the image of private schools In the Eastern Economic Corridor area, and 3) to analyze digital marketing communication strategies that affect the image of private schools in the Eastern Economic Corridor area by collecting quantitative data from a sample group of stakeholders of private schools in the Eastern Economic Corridor Area consisting of 450 participants which included students, parents, and teachers. The research method for collecting data was questionnaires. The statistics used in data analysis were descriptive statistics and multiple regression coefficients. The results of study 1) The opinions of the stakeholders towards the perception of the digital marketing communication strategy as a whole was at a medium level. 2) The perception of the stakeholders towards the image of the private school as at a high level and 3) The strategy of digital marketing communication could predict the image of private schools by 42.3%. The digital marketing communication strategy that has the most effect on the image of private schools in the Eastern Economic Corridor is the advertising strategy, followed by the public relations strategy, direct marketing strategy, and personal marketing strategies.
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