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ERIC Number: EJ845636
Record Type: Journal
Publication Date: 2002
Pages: 20
Abstractor: As Provided
Reference Count: 22
ISBN: N/A
ISSN: ISSN-0884-1241
Impact of Internet Images: Impression-Formation Effects of University Web Site Images
Ramasubramanian, Srividya; Gyure, James F.; Mursi, Nasreen M.
Journal of Marketing for Higher Education, v12 n2 p49-68 2002
Institutions of higher education are increasingly becoming dependent on Web-based marketing to reach out to their target audiences. The current empirical study examines the types of impressions formed by prospective students based on exposure to different university Web site images. A between-subjects experiment was conducted using four identical university Web sites that differed only in their visual representation of campus architecture (modern/traditional) and landscaping (presence or absence of contextual greenery). The results show how the types of visuals viewed influence impressions about academic prestige, athletic reputation, cultural vitality and invitingness of a university. (Contains 7 figures and 1 table.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A