The Influence of Social Commerce and Influencer Marketing on Student Enrollment: An Empirical Study of Private HEIs in Indore

Abstract

The landscape of higher education marketing is undergoing a seismic shift from traditional \"billboard-to-campus\" funnels to dynamic, social-first ecosystems. This study investigates the impact of social commerce and influencer marketing on student enrolment decisions within private Higher Education Institutions (HEIs) in Indore, focusing on M, SA and AI. Utilizing a quantitative approach with 278 survey responses, the research analyses platform preferences, trust levels, and the effectiveness of social commerce tools like \"Apply Now\" buttons and Live Q&A sessions. Statistical analysis reveals that YouTube is the primary platform for educational information (60.8%), followed by Facebook and LinkedIn. While students show moderate trust in \"Campus Tours\" (u = 3.45), there is a significant scepticism regarding influencer transparency, with a mean score of 4.39 indicating that students believe influencers hide negative aspects. Pearson correlation analysis showed a weak positive relationship (r = 0.152$) between trust in influencers and final enrolment intent, suggesting that while influencers build awareness, final decisions are moderated by institutional credibility and peer validation. The paper concludes with strategic recommendations for HEIs to bridge the \"credibility gap\" through authentic student-led content and transparent social commerce integrations.

Introduction

The study examines how social commerce and influencer marketing influence student enrolment decisions in higher education institutions (HEIs), particularly in Indore, India, which has become a competitive educational hub. In the Web 3.0 era, traditional enrolment methods are being replaced by digital, social-first strategies where students actively engage with content, reviews, and influencers before making decisions.

The research focuses on three private institutions in Indore and addresses the lack of empirical evidence regarding the real impact of digital marketing on student choices. Key objectives include identifying popular platforms, measuring trust in influencers, evaluating social commerce features (such as “Apply Now” buttons and live Q&A), and analyzing the relationship between influencer trust and enrolment intent.

A quantitative survey of 278 students was conducted using a 5-point Likert scale. Data analysis included frequency distribution, mean score analysis, and Pearson correlation.

Results show that YouTube (60.8%) is the most preferred platform for educational content, indicating students value detailed and authentic video-based information. Mean score analysis reveals high skepticism toward influencers, with students believing some influencers hide negative aspects (mean = 4.39). However, interactive features like live sessions and direct application tools were positively received.

The Pearson correlation (r = 0.1522) indicates a weak positive relationship between trust in influencers and final enrolment decisions. This suggests influencers mainly raise awareness but do not solely determine enrolment choices.

Conclusion

The influence of social commerce and influencer marketing on student enrolment in Indore is significant but nuanced. While these tools have successfully revolutionized the \"discovery\" phase of the enrolment journey, they face a growing challenge from a more \"discerning\" and \"sceptical\" Gen Z audience. Private HEIs in Indore must move beyond the \"Paid Review\" model toward a Community-Driven Branding model, where current students and alumni act as authentic micro-influencers within specialized niche communities.

References

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Copyright

Copyright © 2026 Erika Pendro, Dr. Shine David. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.