The Role of Social Media Marketing in Shaping Consumer Preferences for E-Learning Platforms

This study examines the impact of social media marketing on consumer preferences for e-learning platforms. It investigates how strategies such as content quality, social media engagement, influencer endorsements, and advertising approaches shape brand awareness and ultimately influence platform choice. Using a quantitative research design, survey data were collected from 403 e-learning users and analyzed through correlation, regression, reliability, and descriptive statistics. Findings reveal that social media marketing significantly affects user preferences, with content quality and influencer endorsements emerging as strong predictors. Brand awareness also plays a mediating role between marketing efforts and consumer preferences. The study concludes that effective social media strategies are essential for e-learning providers seeking stronger consumer engagement, loyalty, and competitive advantage in the digital education market.