Abstract
India’s education sector is being impacted by COVID-19 in unprecedented ways. The pandemic is disrupting the traditional education system, affecting over 320 million students. This sector is trying to develop robust, innovative approaches to foster a paradigm shift toward digital education. These efforts are being supplemented with the launch of quality-focused multilingual educational applications (apps). Parents are also swiftly adopting a variety of e-learning apps. This research addresses the role of advertisements to empower parents to be educated consumers for educational apps for children. The purposeful sample data were collected from 307 parents of students from the top 10 ICSE (Indian Certificate of Secondary Education) and CBSE (Central Board of Secondary Education) schools in Urban India. The findings indicate that advertising media accelerates the diffusion of educational technology and apps among parents. However, it does not help in overcoming insecurities that parents may have regarding these apps for their children.
Highlights
India is known to have one of the most extensive education systems following the “Nursery to HSC structure”—a prototype that covers formal education over sequential levels ranging from preprimary, primary, and secondary schooling, followed by preuniversity education till the 12th grade
The access, availability, and penetration of usage of the Internet in the Indian demographic present a unique opportunity to use the smartphone as an educational learning tool through a mobile application that can reach millions of students spread across the populous country
This research helped to understand the role of advertising media on the adoption of educational apps innovations based on the diffusion of innovations theory among parents in Urban India
Summary
India is known to have one of the most extensive education systems following the “Nursery to HSC structure”—a prototype that covers formal education over sequential levels ranging from preprimary, primary, and secondary schooling, followed by preuniversity education till the 12th grade. The access, availability, and penetration of usage of the Internet in the Indian demographic present a unique opportunity to use the smartphone as an educational learning tool through a mobile application that can reach millions of students spread across the populous country. This creates the potential to solve the age-old dilemma of the education industry finding a way to traverse the Indian market. To add to the woes, there are time and money limitations to assess apps in the market to meet the educational goals for children (Hirsh-Pasek et al, 2015) Their inquisitiveness is dampened due to a lack of awareness, and clearly hindering the growth of the industry in India. The specific research question that the authors addressed is whether advertising helps parents adopt educational apps, build positive beliefs towards apps as learning tools, and overcome data security issues
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
