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Le, Tri D.; Dobele, Angela R.; Robinson, Linda J. – Journal of Higher Education Policy and Management, 2019
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social…
Descriptors: College Choice, Information Seeking, Student Recruitment, Social Media