Bilbe, Ashleigh, and Rose, Janelle (2012) An evaluation of communication sources in the context of university selection: a regional university study. In: 5th Biennial Conference (5) 35. pp. 351-361. From: 5th Biennial Conference, of the Academy of World Business, Marketing and Management Development, 16-19 July 2012, Budapest, Hungary.

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Abstract

This paper investigates the influence of communication sources used by prospective students when selecting a regional university. Traditional media, word of mouth and electronic word of mouth communication sources were evaluated based on four criteria; trustworthiness, expertise, relevance and perceived risk. The research design included focus groups and a questionnaire administered to 1st year Business students. This research found that traditional media plays a pivotal role in the dissemination of information to prospective students on all criteria. Word of mouth was a trustworthy and relevant source for collection of information. Electronic word of mouth conversely was assessed less favourably across all evaluative criteria.

Item ID:	24625
Item Type:	Conference Item (Research - E1)
ISBN:	978-0-9752272-4-4
Keywords:	communictaion sources; regional universities; word-of-mouth; traditional media; electronics word-of-mouth
Date Deposited:	12 Mar 2013 03:52
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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