Management institutes in India have been undergoing lots of uncertainties in respect of profitability and desired growth. In the last two decades, the sector have been experiencing inadequate new enrollment at under-graduate and post-graduate level of management studies. Institutes are trying to find and maneuver latest marketing channels with suitable strategies accordingly. Among all other marketing strategies, Social Media marketing appears to be latest and completely different from others. Social media marketing has become one of the most popular and tested marketing method for education marketing. But the literature review reveals definite research gap in the areas of customer intention towards social media marketing and its subsequent effect, in the area of B-school marketing. This research aims at the Behavioural aspects of the students as customers. The research also tries to investigate the impact on Social Media Marketing on students to create value by the marketer, Emotional Attachment, Community Building, Information Spreading, Service Branding and also to create the Emotional Attachment with the organization. In the process the research tries to find the connection between Social Media marketing with Customer Relationship and Purchase intention.
