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Wut, Tai-Ming; Xu, Jing; Lee, Stephanie Wing – Education Sciences, 2022
Each year, final year high school students choose the university that they would prefer to attend. Past studies have found that family, friends, course availability, university reputation, distances from home, and job prospects were factors affecting students' choice of university. However, the relative weight of these factors might have changed…
Descriptors: Reputation, Universities, Secondary School Students, Peer Influence
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Towers, Angela; Towers, Neil – Studies in Higher Education, 2020
The paper explores how postgraduate students make course selection decisions in the digital era. An exploratory study with seven postgraduate student focus groups (UK, EU and International) gained a detailed insight into this important change. The availability of information, from an increased use of digital media had a significant impact on…
Descriptors: Graduate Students, Decision Making, Student Attitudes, Foreign Students
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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
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Nguyen, Long; Lu, Vinh Nhat; Conduit, Jodie; Tran, Thanh Thi Ngoc; Scholz, Brett – Higher Education Research and Development, 2021
Social media platforms provide prospective international students with ready access and exposure to information relevant to international higher education institutions and their respective brand images. We examined the extent to which social media engagement and electronic word-of-mouth (eWOM) activities shape prospective students' perceived brand…
Descriptors: Foreign Countries, Social Media, Access to Information, Higher Education
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Lehmann, Whitney – College and University, 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…
Descriptors: College Choice, Search Strategies, Online Surveys, Questionnaires
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Zhu, Yimei – Journal of Marketing for Higher Education, 2019
Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student…
Descriptors: Longitudinal Studies, Social Media, Marketing, Higher Education
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Siddike, Md. Abul Kalam; Kiran, K. – Education for Information, 2015
The main objective of this study is to investigate the perceptions of academic librarians towards the marketing of library services through social networking sites (SNSs) and their understanding of using electronic word-of-mouth (eWOM) as a marketing tool in academic libraries. This study follows a qualitative data-gathering approach of structured…
Descriptors: Academic Libraries, Librarian Attitudes, Librarians, Social Networks
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Perera, Charitha Harshani; Nayak, Rajkishore; Nguyen, Long Thang Van – International Journal of Educational Management, 2020
Purpose: The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The…
Descriptors: Credibility, Foreign Countries, Competition, Student Recruitment
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Hartman, Katherine B.; Hunt, James B. – Marketing Education Review, 2013
This study examines RateMyProfessors.com ratings and comments as a form of electronic word-of-mouth communications. The data represent 2,371 user ratings and comments for 442 marketing professors from 51 U. S. colleges and universities. Qualitative comments were analyzed using updated thematic content analyses. The results indicate significant…
Descriptors: Web Sites, College Faculty, College Students, Student Evaluation of Teacher Performance
Church, Earnie Mitchell, Jr. – ProQuest LLC, 2013
In the last couple of years, a new aspect of online social networking has emerged, in which the strength of social network connections is based not on social ties but mutually shared interests. This dissertation studies these "curation-based" online social networks (CBN) and their suitability for the diffusion of electronic word-of-mouth…
Descriptors: Social Networks, Network Analysis, Marketing, Information Dissemination
Leung, Xi Yu – ProQuest LLC, 2012
In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from…
Descriptors: Marketing, Social Networks, Web Sites, Housing
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Mikhael, Mikhael; Carolin, Yohana; Nathania, Yohanna; Hadianto, Bram – Education Quarterly Reviews, 2022
This study aimed to verify and analyze the two influences. The first was the effect of online learning quality (OLQ) on student satisfaction and word-of-mouth (WOM) promotion. The second was the impact of student satisfaction on WOM promotion. Then, we used the population of 137 students taking online classes during the COVID-19 pandemic at…
Descriptors: Online Courses, Educational Quality, Student Satisfaction, Marketing
Mickler, Ronald J., Jr. – ProQuest LLC, 2021
The enrollment decision-making process of a master of business administration (MBA) applicant contains multiple factors. Social influences from group memberships, marketing ads, and socioeconomic status carry varying amount of influence on the individual's choice for an MBA program. It is unknown what impact informal leaders, interpersonal…
Descriptors: Business Administration Education, College Applicants, Graduate Study, Enrollment Influences
Zhou, Wenqi – ProQuest LLC, 2013
The advances in information technologies and the Internet significantly promote the prosperous growth of electronic commerce in recent years. Simply surfing the Internet allows consumers to conveniently explore endless product choices and a flood of related product information. As one of the most important sources of product information,…
Descriptors: Economic Factors, Computer Software, Marketing, Internet
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James, Delores C. S.; Harville, Cedric, II; Efunbumi, Orisatalabi; Babazadeh, Ida; Ali, Sheriza – Health Education & Behavior, 2017
Background: Despite the high ownership of smartphones, African Americans (AAs) remain underrepresented in health research and specifically mobile health (mHealth) research. This may be due to ineffective recruitment efforts. Purpose: To explore strategies for recruiting AAs into mHealth research and examine how these strategies may vary by gender…
Descriptors: Qualitative Research, Recruitment, African Americans, Health Promotion
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