SOCIAL MEDIA MARKETING AND ITS IMPACT ON HIGHER EDUCATION STUDENTS: RELIABILITY AND VALIDITY ANALYSIS
The present study aims to discover the relationships between significant Social Media Marketing (SMM) characteristics and their impacts on students of higher education in selected districts of Haryana. The investigation was based on a research methodology using quantitative analysis with suitable statistical methods on random survey of 684 students of various higher education institutions. Exploratory and confirmatory factor analysis are applied to evaluate the observed validity of the model in on all the 50 variables and five factors which are capability, user friendly, implication, success and hindrance factors. Data from 684 respondents were gathered for using a Google form, and first order CFA was applied for analysis the data. According to the findings, five components account for 72.41% of the variation and have Eigen values larger than 1. The results of this study will be helpful to the higher education institution, social media marketers and policymakers in developing the various policies and researchers for further investigation in future studies.
Social Media Marketing (SMM), First Order CFA, Higher Education, Implications, Capabilities, User Friendly, Success, Hindrance Factors, Reliability and Validity