Bilbe, Ashleigh, and Rose, Janelle (2013) An investigation of the marketing communication sources influencing University Selection: a study of a regional university in Australia. In: Ogunmokun, Gabriel O., and Gabbay, Rony, (eds.) Marketing, Management and International Business. Global Publishing House, Perth, Western Australia, pp. 79-90.

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Abstract

Universities are under considerable pressure to recruit students and therefore it is critical that universities understand the influence communication sources used by prospective students have on the selection process. Three communication sources namely traditional media, word of mouth and electronic word of mouth were evaluated on four critera: trustworthiness; expertise; relevance and perceived risk. Based on data gather from focus groups and a survey of 1st year Business students, this study found that traditional media was central to the dissemination of information to prospective students on all criteria. Word of mouth was a trustworthy and relevant source of information, but electronic word of mouth (i.e. social networking sites such as Facebook and Twitter) was assessed less favourably across all evaluative criteria.

Item ID:	29820
Item Type:	Book Chapter (Research - B1)
ISBN:	978-0-9876006-3-9
Keywords:	source credibility, trustworthiness, expertise, perceived risk, regional Universities, marketing communication
Date Deposited:	11 May 2014 23:55
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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