The Influence of Electronic Word-of-Mouth on College Search and Choice
Department of Writing and Communication
College and University Journal
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.
Lehmann, W. S. (2017). The Influence of Electronic Word-of-Mouth on College Search and Choice. College and University Journal, 92 (4) Retrieved from https://nsuworks.nova.edu/shss_facarticles/793