Assessing The Influence Of Electronic Word-Of-Mouth On Course Enrollment In Educational Institutions

Abstract

The widespread adoption of social media and technological advancements has led to significant changes in consumer behavior and production methods. Social media platforms have become influential in shaping consumers' purchasing decisions, particularly in promoting the consumption of environmentally friendly products. Studies have shown that Electronic Word of Mouth (E-WOM) significantly impacts consumers' intentions to purchase. To explore the factors influencing consumers' decisions to enroll in educational institutes, a conceptual model was developed. This model considers E-WOM, Information Quality, and Source Credibility as key variables. Statistical validation using Structural Equation Modeling (SEM) and data collected from 450 respondents confirmed the significance of all hypotheses. Particularly, the influence of E-WOM, Information Quality, and Source Credibility on purchase intention was found to be significant. These findings offer valuable insights for marketers, emphasizing the importance of E-WOM in shaping consumers' enrollment decisions in educational institutes. Understanding these mechanisms can help marketers develop more effective strategies to attract prospective students and improve enrollment rates