Influence of Information Communication Technology on the Performance of Private Schools in Bauchi Metropolis, Nigeria
Keywords: Online Marketing, Profitability Performance, Students-Enrolments Performance, Bauchi Metropolis, Private Schools
AbstractThe 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 utilised 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 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-enrolments 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 utilise social media marketing platforms to boost students' enrollment in their schools.
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