@article{CRSIJ25000006,
                  author = {Janki Thakor , Ruchi Rathod, Jignesh Vidani},
                  title = {To study the influence of Instagram reels on admission choice among MBA aspirants in Ahmedabad city.  },
                  journal = {Cosmo Research and Science International Journal},
                  year = {2025},
                  volume = {1},
                  number = {1},
                  pages = {48-64},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/CRSIJ25000006.pdf},
                  abstract = {This in the modern era of the internet, social media have emerged as strong agents to drive consumer behavior—including that in education. This research examines how Instagram Reels influence the admission decisions of MBA prospects in Ahmedabad, an emerging business education hub. As one of the biggest markets for Instagram users, short-form video content such as Reels has emerged as strongly engaging for Gen Z and younger adults. The study tries to analyze the correlation between the age of aspirants and how they perceive, use, and trust Instagram Reels as a source of information regarding colleges. Based on a structured questionnaire, responses were gathered from the 20–28 age group who are preparing for or already possess a bachelor's degree and are preparing for MBA entrance exams. Likert-scale items captured attitudes towards different dimensions including frequency of Reel usage, impact of educational influencers, discovery of MBA colleges, and perceived genuineness of Reel content. The research utilizes Chi-square tests to determine the relationship between age and the given behavioural dimensions. Findings indicate that Instagram Reels have a major influence on how aspirants make information search, trust building in institutions, and initial decisions about college selection. The research indicates that higher education institutions can use Reels as a component of their online outreach strategy to connect with aspirants more meaningfully. It yields insights that are useful to marketers of higher education, higher education institutions, and policymakers seeking to evolve in line with digital-first forms of communication among present-day students.},
                  keywords = {Instagram Reels, MBA Aspirants, Admission Decision, Social Media Marketing, Higher Education, Branding},
                  month = {July}
        }