Browsing by Author "Aun, I"

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    Influence of information communication technology on the performance of private schools in Bauchi Metropolis, Nigeria
    (Zambian Journal of Educational Management, Administration and Leadership, 2022) Mustapha, Y.I; Ayeni, O.E; Bello, A.K; Aun, I
    The visible presence of enormous opportunities inherent in the usage of online marketing in terms of cost -saving and the ability to transmit tailor -made messages to target audiences had made some private secondary school operators in Nigeria embrace online marketing communication as a strategy for reaching present and potential customers individually. The study primarily examines the profound influence of online marketing tools on the performance of private schools in Bauchi metropolis. A survey research design was adopted for the study, and a structured questionnaire was utilized to collect the required data from one hundred and twenty-three (123) staff of private schools in Bauchi metropolis. They were selected through a simple random sampling procedure. The data elicited from the respondents were analysed through mean scores and linear regression analysis using SPSS 22 version software. The study results showed that the E-mail marketing has a significant influence on the profitability performance of private schools. It was also discovered that social media marketing has a significant influence on the number of student enrollments performances of private schools. The study recommended that the managers of private schools regularly exploit E-mail marketing to enhance their firms’ profitability. Also, they should adequately utilize social media platforms to boost students' enrollment in their schools.