ERIC Number: EJ1375534
Record Type: Journal
Publication Date: 2022
Pages: 20
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
Digital Technology and eWOM in the Context of Higher Education: A Study from Portugal and Spain
Journal of Marketing for Higher Education, v32 n2 p159-178 2022
Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students' opinions about higher education and digital technology by a qualitative analysis. It also confirms that students use constantly their electronic devices to keep informed and updated. The second study focus on eWOM effects and follows a quantitative approach on two samples of students from two different countries by using the Fuzzy Set Qualitative Comparative Analysis. It supports the influences of eWOM on learning performance, likeability concern, student-instructor interaction, and responsiveness. It also shows that cultural differences may explain differences between those links. This research provides actual insights on awareness about digital technology in higher education.
Descriptors: Higher Education, Marketing, Computer Mediated Communication, Student Attitudes, Information Technology, Information Sources, Cross Cultural Studies, Comparative Analysis, Academic Achievement, Teacher Student Relationship, Cultural Differences, Technology Uses in Education, Internet, Social Networks, Undergraduate Students, Management Development, Business Administration Education, Foreign Countries
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Portugal; Spain
Grant or Contract Numbers: N/A