Influence of information communication technology on the performance of private schools in Bauchi Metropolis, Nigeria
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Date
2022
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Zambian Journal of Educational Management, Administration and Leadership
Abstract
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.
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Keywords
online marketing, profitability performance, students’ enrollments performance, Bauchi metropolis, private schools.
Citation
Mustapha, Y.I., Ayeni, O. E., Bello, K. A. & Aun, I. I. (2021): Influence of Information technology on the performance of private schools in Bauchi metropolis, Nigeria. Zambian Journal of Educational Management, Administration and Leadership