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The influence of electronic word-of-...

Lehmann, Whitney Sessa.

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The influence of electronic word-of-mouth (eWOM) on college search and choice.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The influence of electronic word-of-mouth (eWOM) on college search and choice./
Author:	Lehmann, Whitney Sessa.
Description:	86 p.
Notes:	Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.
Contained By:	Dissertation Abstracts International76-10A(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3704925
ISBN:	9781321776171

The influence of electronic word-of-mouth (eWOM) on college search and choice.
Lehmann, Whitney Sessa.

The influence of electronic word-of-mouth (eWOM) on college search and choice. - 86 p.

Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.

Thesis (Ph.D.)--University of Miami, 2015.

This study used an online questionnaire to survey 276 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 form 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 is enclosed.

ISBN: 9781321776171Subjects--Topical Terms:

524709
Communication.

The influence of electronic word-of-mouth (eWOM) on college search and choice.
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100 1 $a Lehmann, Whitney Sessa. $3 3186945
245 1 4 $a The influence of electronic word-of-mouth (eWOM) on college search and choice.
300 $a 86 p.
500 $a Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.
500 $a Adviser: Mitchell E. Shapiro.
502 $a Thesis (Ph.D.)--University of Miami, 2015.
520 $a This study used an online questionnaire to survey 276 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 form 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 is enclosed.
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