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 different social media strategies influence consumer preferences, brand awareness, and platform selection. Using a quantitative research approach, survey data were collected from 403 e-learning platform users and analyzed through correlation and regression techniques. The findings reveal that social media marketing significantly affects user preferences, with content quality, social media engagement, and influencer endorsements emerging as major determinants. The study further indicates that demographic factors moderate the relationship between social media marketing and consumer preferences. The research contributes to the growing body of knowledge on digital marketing in the e-learning sector and provides practical insights for marketers and e-learning providers to develop effective social media strategies that resonate with target audiences.