ERIC Number: EJ1162189
Record Type: Journal
Publication Date: 2017-Nov-8
Pages: 9
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0010-0889
EISSN: N/A
The Influence of Electronic Word-of-Mouth on College Search and Choice
Lehmann, Whitney
College and University, v92 n4 p2-6, 8-11 Nov 2017
This study used an online questionnaire to survey first-time, non-transfer undergraduate freshmen students at the University of Miami to determine the perceived influence of electronic word-of-mouth (eWOM) on their college search and choice compared to that of traditional word-of-mouth (WOM). In addition, eWOM's influence was examined during the search and choice phases of the three-phased college choice process and when consumed across various forms of social media. The results of this study suggested that traditional WOM had a greater perceived influence on students' college choice than eWOM. The results also suggested that eWOM had a greater perceived influence during the search phase than during the choice phase and a greater perceived influence when consumed on online reviews/forums than when consumed on social networking sites. A recommendation for further study follows.
Descriptors: College Choice, Search Strategies, Online Surveys, Questionnaires, Influence of Technology, Computer Mediated Communication, College Freshmen, Hypothesis Testing, Likert Scales, Student Attitudes
American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: pubs@aacrao.org; Web site: http://www.aacrao.org/
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida
Grant or Contract Numbers: N/A