Eureka! Institutional Repository

The present study examines the impact of digital marketing and advertising on consumer behavior and more specifically on parents' choice of private school unit. In more detail, topics like marketing and digital marketing, advertising, Word of Mouth technique, Viral marketing, Social Marketing and consumer behavior are being examined. Equally important for the research is the study of the environment in which online advertising are developed -Web and Web 2.0, as well as the report on the marketing of educational units. The structure consists of the main part with a bibliographic review of the issues mentioned above, the methodology part and the conclusions of the research. The methodology which was used is quantitative and the responses were collected through a questionnaire. Consumer behaviors are being investigated and how they are influenced by social media for choosing a private school as well as which marketing promotion tool influences parents the most for choosing a private school. The conclusions of the study are that digital advertising does indeed have a greater impact on consumer behavior than traditional advertising. 39.3% (N = 55) of the sample agreed that social media ads greatly influence their consumer behavior, while 25% (N = 35) are strongly or very much influenced. A total of 95 (67.86%) respondents agreed that they are influenced by advertising on social media. Furthermore, it is concluded that the Word Of Mouth technique had more influence on consumer behavior than the e-WoM and Viral Marketing techniques do.In addition, the survey revealed that only 35% (N = 49) of the sample, which is the largest percentage of the research question, is significantly influenced by the ads on social media for the choice of private school unit. Most parents have a positive attitude towards finding information about a private school unit on Social Media.Concerning the influence of WoM technique on consumer behavior when choosing a private school unit, it is concluded that parents (41.4%) are more influenced by the opinions of their friendly-family environment than by the reviews of parents on social media. In conclusion, the survey found that most parents on social media prefer to use Facebook.