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ERIC Number: EJ1162189
Record Type: Journal
Publication Date: 2017-Nov-8
Pages: 9
Abstractor: As Provided
ISSN: ISSN-0010-0889
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.
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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