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ERIC Number: EJ1006318
Record Type: Journal
Publication Date: 2013
Pages: 10
Abstractor: As Provided
Reference Count: 25
ISBN: N/A
ISSN: ISSN-0951-354X
Word-of-Mouth amongst Students at a New Zealand Tertiary Institution
Warring, Susan
International Journal of Educational Management, v27 n4 p330-339 2013
Purpose: The aim of this case study was to investigate the extent of word-of-mouth influence amongst international students at a New Zealand tertiary institution and to review the literature for a valid and reliable conceptualisation and measurement of word-of-mouth. Design/methodology/approach: Literature suggests that opinion-leading and seeking scales form a valid and reliable conceptualisation and measurement of word-of-mouth. Using these scales, a comparison was made between international students and two groups employing the t-test, domestic students and decision-makers for online learning management systems. Analysis of variance was employed to investigate differences in word-of-mouth between students of different nationalities. Findings: Indian students were more likely to give advice, but less likely to seek it, than Chinese students. Also, contrary to expectations, word-of-mouth influence was not higher for international than domestic students. Research limitations/implications: Future research should investigate the relationship between word-of-mouth and actual consumption decisions made by students. In addition, a random sample should be conducted with a wider sample frame of institutions so that findings can be generalised. Practical implications: This study forms a foundation for future research investigating whether and how to harness the potential of word-of-mouth amongst different nationalities. For example, internet social networking tools could harness Indian students' higher propensity to give advice and Chinese students' higher propensity to seek it. Originality/value: The development and refinement of opinion leadership scales over time is reviewed to suggest valid and reliable scales which can be adapted to specific contexts. (Contains 1 figure.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New Zealand