Introduction
Research Background and Motivations
Consumers often rely on personal referrals from friends and family as influential opinion leaders when making purchasing decisions These referrals serve as valuable touchpoints for evaluating products and services, such as seeking restaurant recommendations for special occasions or looking for travel suggestions in online communities Additionally, consumers frequently read reviews before purchasing items like books, healthcare services, or movies Prospective students also engage in discussions with parents, teachers, and school advisors to gather information about potential universities, often turning to social media for further insights These behaviors exemplify the importance of word-of-mouth (WOM) sources in the decision-making process.
Word-of-mouth (WOM) is a powerful market force due to its significance and popularity (Bansal & Voyer, 2000) The academic community has explored WOM through various lenses, including intention and adoption in both product and service contexts, as well as in traditional and electronic formats (eWOM) These studies can be categorized into two perspectives: the source and the receiver, each offering unique insights into the dynamics of WOM communication.
Research on word-of-mouth (WOM) encompasses two key perspectives: the source perspective, which investigates the behaviors involved in generating and sharing WOM (Anderson 1998; Chawdhary & Dall’Olmo Riley 2015), and the receiver perspective, which analyzes how consumers process WOM messages and the resulting impacts (Martin & Lueg 2013; Voyer & Ranaweera 2015) Understanding both perspectives is crucial for marketers aiming to leverage WOM effectively.
2 practitioners to understand the nature of WOM phenomena and to develop communication strategies which can stimulate WOM flow of sharing and transmission
A review of the literature indicates a significant gap in understanding the receiver's perspective on word-of-mouth (WOM) information processing, highlighting the need for a comprehensive framework grounded in communication theories This framework should explore the factors influencing how consumers adopt WOM messages and the relationships among these factors In today's diverse media landscape, comprehending WOM information processing is crucial for marketing practitioners, enabling them to tailor messages and select appropriate sources for viral campaigns Therefore, the primary focus of this thesis is to investigate WOM information processing.
The higher education industry serves as an ideal context for this research due to the significant involvement of prospective students in their decision-making processes During their information search and evaluation stages, these students often encounter various sources of word-of-mouth (WOM) communication This sector offers the opportunity to explore and analyze multiple aspects of WOM processing through empirical studies, highlighting its importance in shaping students' choices.
The second research theme of this thesis focuses on the usage of word-of-mouth (WOM) and the decision-making factors that influence prospective students in higher education Despite its significance as a vital information source for students, there is limited understanding of WOM usage and the decision-making processes involved (Hemsley‐Brown & Oplatka 2006) This gap is particularly critical as electronic word-of-mouth (eWOM) has emerged as a popular communication channel for international students (Galan et al 2015; Hayes et al 2009) By examining WOM usage patterns and the key factors that students value, university managers and marketers can better tailor their recruitment strategies and communication efforts.
The second part of this research analyzes the factors influencing prospective students' choices as conveyed through word-of-mouth (WOM) messages This study aims to enhance understanding of WOM communication within the higher education sector and offers valuable insights into this impactful marketing strategy Ultimately, the research seeks to contribute to practical applications in the higher education landscape.
Research Questions
This thesis explores two key themes: the factors influencing word-of-mouth (WOM) processing from the receiver's perspective and the choice factors that prospective students seek from WOM Organized in a paper-based chapter format, each research question is examined through individual studies presented as publishable papers The structure of the thesis includes a combination of traditional chapters and research papers, leading to the introduction of five research questions corresponding to the five studies conducted in this doctoral thesis.
While previous research has largely concentrated on the generation of word-of-mouth (WOM), there remains a significant gap in understanding the receiver's perspective, particularly regarding the communication elements involved in WOM processing and their effects on consumer attitudes and behaviors Additionally, existing studies have primarily examined the isolated effects of specific mechanisms without exploring their interrelationships This research aims to identify the factors and flow involved in WOM information processing.
Research Question 1: What are the factors of WOM information processing and the interrelationships among them from the receiver perspective?
In addressing Research Question 1, Paper 1 (Chapter 4) presents a conceptualization of Word-of-Mouth (WOM) from the receiver's perspective, categorizing six groups of influential factors A comprehensive framework is developed to illustrate the interrelationships among these factors, emphasizing two key areas for further exploration: the influence of WOM source characteristics on message judgment and the processing routes consumers take when receiving WOM messages.
Source and message characteristics are key elements of communication that significantly influence the effectiveness of word-of-mouth (WOM) marketing While previous studies have highlighted these factors, there has been limited exploration of how receivers' perceptions of WOM sources impact their judgment of the message content Additionally, it remains unclear whether this judgment mediates the relationship between WOM sources and their effectiveness Therefore, the second research question focuses on these dynamics.
Research Question 2: To what extent does the receiver’s perception of the source influence their judgement of the WOM message and indirectly affect WOM effectiveness?
Previous research has examined WOM factors such as source, message, and involvement in isolation, but there is a need for a comprehensive understanding of these elements This study aims to explore the WOM processing process by investigating both the source and message, while also considering the receiver's information processing influenced by various factors (Kang & Herr, 2006; Petty et al., 1983) Consequently, Research Question 3 has been formulated to guide this investigation.
Research Question 3: What are the processing routes occurring and their factors within WOM information processing?
1.2.2 Choice factors and information sought from WOM
In higher education, research has explored the factors influencing prospective students' university selection (Hemsley-Brown & Oplatka, 2015) Although numerous choice factors have been identified, there remains a scarcity of studies examining their impact comprehensively.
Recent research highlights five significant changes in preferences for specific choice factors across various communication channels, particularly emphasizing the growing influence of social media Notably, there is a lack of studies examining this phenomenon in the context of word-of-mouth (WOM) communication, specifically regarding the information needs of students during their WOM seeking behavior Addressing this gap is crucial, as WOM is recognized as a powerful communication tool that impacts prospective students' decision-making processes (Moogan et al., 1999) and is also relevant to service consumers more broadly (Bansal & Voyer, 2000).
This article explores two critical areas in higher education marketing: segmentation and social media Segmentation has gained importance due to the increasing diversity and competitiveness of the higher education market, necessitating tailored student recruitment strategies for various segments, including local and international, undergraduate and postgraduate students Additionally, the rise of electronic word-of-mouth (eWOM) behavior, particularly among millennials who are adept with technology, underscores the role of social media in influencing prospective students' decisions Consequently, the research questions focus on these evolving dynamics within the context of higher education.
Research Question 4: Do student segments consider different choice factors and seek different choice factor information from WOM?
Research Question 5: What choice factors do prospective students seek from social media eWOM during the decision-making process?
Research Approach
The research questions were systematically explored through distinct studies, each focusing on specific topics and reported as individual papers These papers were developed independently and laid the groundwork for future publications, contributing to a comprehensive understanding of the subject.
The six papers collectively emphasize the higher education context and overall word-of-mouth (WOM) processing Papers 2 and 3 expand on the propositions and gaps identified in Paper 1, while Papers 4 and 5 conduct a detailed analysis of prospective students' choice factors and their WOM seeking behavior, branching into two interconnected lines of inquiry Figure 1.1 provides a comprehensive overview of the thesis, illustrating the distribution of studies and methods in relation to the research questions.
Paper 1 conducts a literature review to conceptualise WOM processing and presents propositions for further research Following the conceptualisation, two data collection methods were conducted in the empirical analyses: questionnaire survey and content analysis The details of these methods are presented in Chapter 3: Methodology
This research conducted a comprehensive literature review, which informed the development of the first paper, a conceptual piece outlining a framework for understanding the factors influencing word-of-mouth (WOM) processing Subsequent literature reviews in each paper established theoretical foundations and addressed specific research questions Preliminary analysis categorized these factors to aid in framework development, utilizing the Elaboration Likelihood Model (ELM) as the theoretical basis for conceptualization, with an introduction to ELM theory provided in Chapter 2: Broader Theoretical Background.
The primary research method for this thesis involved a self-administered questionnaire survey, utilized in the studies detailed in Papers 2, 3, and 4 The sample consisted of high school students and was conducted in two phases In the first phase, an online survey invitation was sent to students attending university open days at RMIT University, the University of Melbourne, La Trobe University, and Victoria University in Victoria The second phase involved distributing self-administered paper questionnaires to three high schools in Ho Chi Minh City, Vietnam, specifically targeting Nguyen Thi Minh Khai High School and Trung Vuong High School.
7 high school and Tran Dai Nghia high school The development and design of this research method are presented in Chapter 3: Methodology
In February 2016, a content analysis was conducted on eWOM data from social media, specifically focusing on questions about universities posted on Quora This approach effectively addressed the challenges of collecting data on word-of-mouth (WOM) conversations, as it utilized actual online discussions to gather insights relevant to the fifth research question.
Figure 1.1: Overview of the thesis
At the time of this thesis submission, all research papers have been finalized and submitted to selected journals for publication consideration This section provides a comprehensive overview of the data collection and publication strategy for each paper, which also encompasses the presentation of preliminary findings at double-blind peer-reviewed conferences to validate the research and gather constructive feedback at key stages.
Choice factors and information sought from WOM
8 data collection and analysis, prior to sending the manuscripts to academic journals The overall research publication plan is presented in Table 1.1:
Paper 1 offers a comprehensive conceptualization of the existing knowledge surrounding word-of-mouth (WOM) and information processing Through a critical literature review, it establishes a robust foundation for subsequent empirical research The initial findings from this conceptual framework underwent a double-blind review process and were accepted for presentation at the Australian and New Zealand Marketing Academy Conference (ANZMAC) in 2015.
In February 2016, Paper 5 employed content analysis as its data collection method to explore word-of-mouth (WOM) seeking behaviors related to choice factors on social media The initial findings were subsequently shared at the ANZMAC 2016 conference through a double-blind peer review process.
The survey data collection for Papers 2, 3, and 4 was conducted in two stages: the first in Australia from July to September 2016, and the second in Vietnam in November 2016 Initial findings for Paper 2 were shared at the Summer AMA Conference 2017, while Paper 3 was presented at ANZMAC 2017 Feedback from these conferences was utilized to enhance the research, leading to refined submissions for targeted journals.
Table 1.1: The development for each paper of this thesis
RQ1: What are the factors of
WOM information processing and the interrelationships among them from the receiver perspective?
Paper 1: The WOM Processing Framework: a revised conceptualisation Status: Under review in Journal of
RQ2: To what extent does the receiver’s perception of the source influence their
Paper 2: WOM source characteristics and message quality: The receiver perspective
9 judgement of the WOM message and indirectly affect
Aug 2017 Status: Accepted (14 Feb 2018) for publication in Marketing
RQ3: What are the processing routes occurring and their factors within
Paper 3: WOM information processing routes: The mediating role of message and source characteristics
Status: Under review in Journal of
RQ4: Do student segments consider different choice factors and seek different choice factor information from WOM?
Survey Stage 1: Jul – Sep 2016 Stage 2:
Paper 4: Understanding high school students use of choice factors and word-of-mouth information sources in university selection
Status: Under review in Higher
RQ5: What choice factors do prospective students seek from social media eWOM during the decision-making process?
Paper 5: Information sought by prospective students from social media eWOM during the university choice process Status: Under review in Journal of Higher Education Policy and Management
Research Contribution
This thesis enhances the understanding of word-of-mouth (WOM) information processing and its application in selecting higher education institutions It offers valuable insights and recommendations for academic researchers, university administrators, and strategic marketers, addressing both theoretical and practical dimensions of WOM-based information.
This study enhances the existing literature on word-of-mouth (WOM) and its influence on higher education choices, effectively connecting the fields of information processing and higher education marketing Additionally, it aligns with the rising interest and ongoing initiatives in WOM research, particularly within social media platforms.
Specifically, this research contributes to knowledge in six key ways:
This research introduces three new factors and classifies six groups of factors related to Word-of-Mouth (WOM) processing, offering a comprehensive framework for understanding this phenomenon The newly identified factors include situational influences, enduring involvement, and channel characteristics, which are particularly relevant in today's communication landscape.
The WOM Processing Framework illustrates the interconnectedness of various factors, grounded in the Elaboration Likelihood Model (ELM) theory This conceptualization highlights the use of ELM theory within the context of word-of-mouth (WOM) literature Additionally, six propositions derived from this framework provide potential pathways for future research exploration.
This research explores how perceived source characteristics influence the evaluation of message content, while also considering the mediating role of message quality It investigates the connection between source and message, two traditional elements in the word-of-mouth (WOM) literature that have not been thoroughly examined before.
This research identifies the processing routes involved in word-of-mouth (WOM) communication, highlighting the central and peripheral routes outlined in Elaboration Likelihood Model (ELM) theory The findings establish a connection between these routes and enhance our understanding of the various factors influencing WOM processing.
Involvement is a key concept in marketing, yet there is limited research distinguishing between enduring involvement and situational involvement, both of which influence information processing in unique ways This study explores how these types of involvement affect the source and message in word-of-mouth (WOM) communication and examines their indirect effects on WOM influence.
This study investigates how prospective students utilize word-of-mouth (WOM) in their decision-making process for higher education It enhances the understanding of choice factors and WOM seeking behaviors among these students, providing valuable insights for higher education marketing strategies.
This research enhances marketers' understanding of key factors influencing word-of-mouth (WOM) processing in consumer decision-making By gaining insights into these critical elements, marketing professionals can refine their communication strategies, creating more targeted and engaging messages that encourage consumers to share referrals effectively.
This research offers valuable recommendations for universities aiming to thrive in a competitive higher education landscape By understanding how prospective students search for and assess word-of-mouth (WOM) messages alongside their choice factors and information-seeking behaviors, university managers and marketing professionals can enhance their WOM marketing strategies, leading to more effective institutional planning and management.
Thesis Structure
This thesis adopts a nine-chapter research structure based on the thesis-by-paper approach as approved by RMIT University
Chapter 1 - Introduction: This chapter provides an overall introduction to this doctoral thesis It includes the justification for this research topic, the research questions, the approach of the papers, and contributions of the research
Chapter 2 - Broader Theoretical Background: This chapter presents the foundational literature and theoretical background used in the papers It includes three broader theories of communication, ELM and services marketing, as the foundation for the WOM and higher education marketing literature Next, literature on WOM and higher education choice is presented, followed by discussion of the two research themes for the present research
Chapter 3 - Methodology: This chapter discusses the research paradigm and methodologies utilised in this thesis The development of content analysis and survey, two methods of this thesis, are extensively presented in this chapter
Chapter 4 - Paper 1: This chapter presents the conceptual paper entitled ‘The WOM
Processing Framework: a revised conceptualisation’ This paper presents a conceptualisation of factors of WOM information processing and the WOM Processing Framework, with propositions for further research
Chapter 5 - Paper 2: This chapter presents the empirical paper entitled ‘WOM source characteristics and message quality: The receiver perspective’ It presents an empirical study that investigates the impact of source characteristics on the message quality, and the mediation of message quality
Chapter 6 - Paper 3: This chapter presents the empirical paper entitled ‘WOM information processing routes: The mediating role of message and source characteristics’ It presents an empirical study that investigates the processing routes of WOM from enduring involvement and active WOM seeking behaviour
Chapter 7 - Paper 4: This chapter presents the empirical paper entitled ‘Understanding high school students use of choice factors and word-of-mouth information sources in university selection’ It presents the analyses of choice factors and information sources across segments, as well as which choice factors are often discussed in WOM communication across segments
Chapter 8 - Paper 5: This chapter presents the empirical paper entitled ‘Information sought by prospective students from social media eWOM during the university choice process’ It reports the findings of the content analysis, which explore the information in relation to choice factors that prospective students seek from social media eWOM The content analysis was conducted based on data from Quora social media
Chapter 9 - General Discussion: This chapter summarises the general findings from the five papers The contributions to literature and implications for practice are also discussed within this chapter
Broader Theoretical Background
Introduction
This chapter situates the thesis within existing literature and explores the foundational concepts of two primary research areas: Word of Mouth (WOM) and the decision-making process in higher education The literature review is organized into three distinct levels, as illustrated in Figure 2.1.
Section 2.2 of this thesis outlines the foundational theories underpinning the research, including communication theory, the Elaboration Likelihood Model (ELM), and services marketing In Section 2.2.1, communication theory is explored, detailing key elements and models while providing an overview of the current marketing communication landscape, which highlights crucial factors for developing word-of-mouth (WOM) research Section 2.2.2 delves into ELM theory, discussing the two processing routes and the elaboration continuum, influenced by various factors, particularly in the context of WOM Finally, Section 2.2.3 addresses services marketing, offering a classification of services, principles of perceived risk, and information sources relevant to service consumers, specifically within the higher education sector as a credence service.
The second level of the article focuses on key literature in two primary areas: Word of Mouth (WOM) research and higher education choice research Within this framework, the third level delves into specific research problems and themes related to these fields Section 2.3 offers a comprehensive overview of WOM research, detailing its definition, summarizing various topics, and presenting two distinct perspectives Furthermore, Section 2.3.5 explores Research Theme 1, which examines the application of Elaboration Likelihood Model (ELM) theory to WOM research and identifies the research problems addressed in Papers 1, 2, and 3 Section 2.4 continues this exploration, further enhancing the discussion.
The competitive landscape of higher education significantly influences students' university choice processes Section 2.4.3 presents Research Theme 2, which summarizes key findings on choice factors and the role of word-of-mouth (WOM) in higher education decisions Additionally, related research problems are explored in detail in Papers 4 and 5.
Figure 2.1: The structure of chapter 2
Supporting Broader Literature
WOM information processing applying ELM theory
Choice factors of prospective students and WOM usage
This section provides a theoretical foundation for understanding communication, focusing on the key elements of information processing and contemporary marketing practices It covers essential communication theory, highlighting important elements and models, while also exploring the role of marketing communication in the context of new media.
2.2.1.1 The basics of communication theory
According to Hovland (1948, p 371), social communication includes four elements:
Communication models typically consist of three essential elements: the sender (or source), the message, and the receiver These components, alongside their contextual variations—such as interpersonal versus mass communication and offline versus online interactions—shape the diverse types of communication models Understanding these fundamental elements helps clarify how communication functions and evolves in different settings.
Two primary models illustrate the basics of communication: the one-way communication model, also known as the transmission model, and the two-way communication model, referred to as the transaction model The transmission model depicts a straightforward relationship between the sender and receiver, highlighting the direct flow of information from source to destination.
In the communication process, the sender encodes a message into signals, such as voice, text, or video, which are then transmitted through a channel The receiver decodes these signals to interpret the message, but external noise can interfere with this process One-way communication often lacks feedback from the receiver, leading to potential misunderstandings of the encoded message.
Effective message transference involves various elements such as tone of voice, body language, eye contact, background noise levels, and the clarity of the message itself If these aspects are not properly managed, the receiver may misinterpret or misunderstand the intended message (Smith & Zook, 2011).
The two-way communication model, also known as the transaction model, focuses on the interactive relationship between the sender and receiver, emphasizing communication as a mutual exchange rather than a one-way transmission (Duncan & Moriarty, 1998) In this model, participants act as both encoders and decoders of the message (Dwyer, 2009), highlighting the importance of feedback, which plays a crucial role in shaping the interpretation of the message Ultimately, the two-way model prioritizes the receiver's perspective and the significance of the message being conveyed (Tynan et al., 2013).
The one-way communication model attributes misunderstandings to noise and sender errors, while the two-way model emphasizes that message meaning is influenced by the receiver's perceptions within the communication context Receivers interpret messages through their backgrounds, biases, and assumptions, leading to varied interpretations (Smith & Zook 2011) Consequently, the transactional model highlights that communication involves not only interpersonal interaction but also the communicators' responses to their environment (Dwyer 2009) Context plays a crucial role in communication; thus, while the transmission model allows for predictable effects of messages on receivers, the responses in transactional communication are inherently more unpredictable (Tynan et al.).
In a two-way communication process, individuals can simultaneously act as both senders and receivers, unlike the traditional one-way model where roles are strictly defined This dynamic allows for more interactive and engaging exchanges across various forms of communication.
Both one-way and two-way models play crucial roles in marketing communication and word-of-mouth (WOM) research This thesis focuses on the two-way communication model, as it more effectively illustrates the information processing involved in WOM by highlighting the interactivity between communicators and the impact of context on receivers The two-way model emphasizes the importance of these dynamics in understanding how messages are conveyed and received.
Interactivity in communication enhances the understanding of message effects by considering the relationships between senders and receivers in specific contexts Word-of-mouth (WOM) messages, a vital communication form, vary in meaning and usage among consumers, influenced by factors such as the receiver's friendship with the sender, their interactions within their network, and personal perspectives (Reingen & Kernan, 1986) Consequently, employing language that resonates with receivers and choosing appropriate persuasive sources are crucial elements in effective marketing communication (Tynan et al., 2013).
This section outlines the fundamental principles of communication that are essential for marketing communication and word-of-mouth (WOM) research In the context of WOM research, the key elements and models of communication serve as a foundation for understanding how WOM information is processed, highlighting the critical roles of the source, receiver, and message in the WOM dynamic.
2.2.1.2 Marketing communication and new media
Communication is a fundamental human activity that fosters relationships (Duncan & Moriarty 1998) and plays a crucial role in marketing as one of the 4Ps of the marketing mix, specifically replacing Promotion (van Waterschoot & van den Bulte 1992) Over the years, the consumer journey towards purchasing has evolved due to various social factors, with technology being the most significant influence on both human and marketing communication.
The rise of modern technology has transformed human communication, enabling instant and interactive interactions through the internet and mobile networks (Smith & Zook 2011; Winer 2009) This technological evolution has also introduced innovative marketing communication methods, utilizing tools like email, websites, mobile messaging, and social media (Winer 2009) As a result, consumers have shifted from being passive recipients of corporate messages delivered via traditional mass media, such as television advertising, to actively seeking out information during the communication process.
Modern communication, enhanced by technology, has evolved from a one-way interaction between firms and consumers to a dynamic exchange that includes consumer-to-consumer and consumer-to-community interactions This shift has amplified the significance of word-of-mouth (WOM) communication, highlighting its vital role in influencing consumer behavior.
Electronic messaging offers recipients greater flexibility in how they engage with content compared to traditional communication methods Users can decide when to read messages, share or reproduce them, and forward them to others, enhancing active participation This interactivity not only fosters discussion and information exchange within wider communities but also aligns with word-of-mouth (WOM) marketing strategies, allowing original messages from companies to reach consumers through sharing.
Background of Word-of-Mouth Research
WOM communication has attracted the attention of researchers and marketers since the 1950s (De Bruyn & Lilien 2008; Lang & Hyde 2013; Martin & Lueg 2013; Nyilasy
Word of mouth (WOM) is recognized as a highly influential factor in the marketplace, as noted by Bansal and Voyer (2000) WOM occurs when individuals communicate their experiences and emotions regarding products or services with friends and family Research indicates that consumers often seek WOM recommendations when making purchasing decisions, particularly for items like books and movie tickets (Chakravarty et al., 2010; Chevalier & Mayzlin).
2006), choose vacation destinations (Litvin et al 2008), make health care decisions (Dobele & Lindgreen 2011) or decide on educational services (Greenacre et al 2014; Sipilọ et al 2017)
Word of Mouth (WOM) is a significant phenomenon where individuals share their experiences and opinions about daily activities, including informal mentions of products and services they use This type of communication greatly influences consumer behavior, as it is perceived as more reliable and trustworthy compared to traditional marketing methods.
Accordingly, WOM has attracted a high level of attention from both researchers and practitioners for years Empirical studies have investigated this communication through
Numerous studies have demonstrated that word-of-mouth (WOM) significantly influences consumers' decision-making processes, impacting everything from information search and awareness to the final purchase decision (Arndt 1967a; Chevalier & Mayzlin 2006; Liu 2006; Sheth 1971; Tax et al 1993) Beyond its effects on sales and customer behavior, research has explored various dimensions of WOM communication, including the types of WOM sources (Dobele 2006), the motivations behind senders’ communications (Berger 2014; Berger & Schwartz 2011), and the antecedents that affect receivers, along with other moderating factors (Lang & Hyde 2013; Martin & Lueg 2013; Nyilasy 2006).
Most primary research on word-of-mouth (WOM) has concentrated on the sender's perspective, particularly examining how service quality and customer satisfaction drive WOM (Anderson 1998; Babin et al 2005; Brown & Reingen 1987; Harrison-Walker 2001; Sivadas & Jindal 2017; Wirtz & Chew 2002) In contrast, there has been limited scholarly focus on how receivers utilize WOM in their purchasing decisions (Martin & Lueg).
Understanding word-of-mouth (WOM) from the receiver's perspective offers valuable insights into how communication elements are processed, which can enhance WOM marketing practices This thesis focuses on the receiver's viewpoint to explore the intricacies of WOM information processing.
WOM theories have transformed alongside advancements in human communication, particularly due to modern technologies Initially, the focus was on oral, face-to-face interactions within WOM literature However, the rise of the Internet has significantly enhanced communication, with digital platforms like websites, Facebook, Twitter, and mobile messaging facilitating extensive WOM exchanges Today, thousands of blogs and millions of social media posts contribute to billions of messages shared daily, reflecting the dynamic nature of WOM communication in the digital age (Berger 2014).
The rise of eWOM communication has sparked a vital area of research, examining modern topics relevant to marketers and researchers alike This evolution encompasses online product reviews, variations in communication platforms, and the critical role of consumer trust in digital channels.
Word of Mouth (WOM) is a vital research area that enhances academic marketing knowledge and opens avenues for further exploration This thesis examines WOM from the perspective of the receiver, focusing on how individuals process WOM information It is essential to investigate WOM's nature across different contexts, including specific industries and the impact of modern digital channels This research specifically targets the higher education sector, aiming to gather data on how prospective students process WOM information and the insights they seek through digital communication platforms Subsequent sections will delve deeper into the WOM literature and related research themes.
The term ‘word-of-mouth’ has been used in English for a long time (Nyilasy 2006) One of the first academic definitions of ‘word-of-mouth’ was introduced by Brooks
(1957) In comparison with advertising and personal selling, WOM was mentioned as
Brooks (1957) highlighted the significance of interpersonal relationships in consumer markets for sharing product information, recognizing them as a vital source of insights However, this definition lacked clarity regarding the specific members within these consumer networks and the autonomy of the messages exchanged Notably, the individuals in these networks could include compensated salespersons, which distinguishes this concept from traditional word-of-mouth (WOM) communication.
A decade after its introduction, Arndt (1967) provided a widely cited definition of word-of-mouth (WOM) as "oral, person-to-person communication" between a perceived non-commercial communicator and a receiver about a brand, product, or service (de Matos & Rossi, 2008) This definition is significant in academic literature as it breaks down WOM into three key components: interpersonal communication between individuals, the non-commercial motivation perceived by the receiver, and the distinction of WOM from other marketing communications.
In the realm of word-of-mouth (WOM) communication, the content is often viewed as commercial; however, this distinction does not imply a contradiction A communicator may discuss commercial topics without any commercial intent, or the receiver may not interpret the message as having a commercial purpose (Nyilasy 2006).
Subsequent studies by researchers such as Harrison-Walker (2001) and Litvin et al (2008) have expanded upon Arndt's (1967) definition of word-of-mouth (WOM) communication These enhancements clarify that the individuals involved in WOM exchanges are often friends, neighbors, or acquaintances, as noted by De Bruyn.
Word-of-mouth (WOM) communication has been a focal point of marketing research for over fifty years, with a strong consensus among scholars regarding its core meaning Key studies by Lilien (2008), Kotler et al (2010), and Liu (2006) emphasize that WOM targets products, services, or organizations, as noted by Harrison-Walker (2001) and Pride & Ferrell (2012) A comprehensive summary of definitions analyzed in this research is presented in Table 2.1.
Word of Mouth (WOM) is a versatile concept that can be tailored to various contexts, leading to multiple definitions beyond just 'brand, product, or service'; it can also encompass organizations and events (Buttle 1998) In today's digital landscape, WOM has evolved from traditional oral, face-to-face communication, prompting the need for contemporary definitions (Breazeale 2009; Buttle 1998; Prendergast et al 2010).
The rise of Internet-based media has popularized the concept of 'electronic word-of-mouth' (eWOM), which encompasses the dissemination of information about products or companies to a wide audience online.
Background of Higher Education Choice Research
2.4.1 Introduction to higher education marketing
Global competition significantly impacts the higher education sector, prompting universities to adapt their marketing strategies to attract students both locally and internationally, particularly in English-speaking countries where education is a key export This trend has led to increased opportunities for students and a growing demand for research focused on higher education marketing.
In the realm of higher education marketing, researchers have explored both global and national competition (Gibbs 2001; Marginson 2006) while utilizing traditional marketing constructs to assess the quality of the student experience Notably, the concept of brand has been a focal point in this investigation (e.g., Stephenson et al.).
Research in the field often examines key factors such as reputation, segmentation, and service quality, with a focus on understanding customer satisfaction and value from the student perspective Prominent theories like relationship marketing and marketing communication play a significant role in these studies, highlighting the importance of these elements in enhancing the overall educational experience.
Research has delved into the decision-making processes of prospective students, highlighting that higher education functions similarly to a service industry As a credence service, it is perceived as a high-risk purchase by consumers, underscoring the complexities involved in selecting educational institutions.
39 an important decision for their careers and they would be unable to evaluate the quality even after purchase and use (Patti & Chen 2009; Walsh et al 2015)
Choosing higher education is a significant decision that greatly impacts students' careers, posing unique challenges for marketers in the higher education sector compared to those marketing low-involvement products or services.
In exploring consumer considerations regarding higher education choices, key research areas include consumer behavior and decision-making processes Various studies, such as those by Chapman (1986), Moogan et al (1999), and Vrontis et al (2007), have introduced models to analyze the factors influencing decisions at different stages of this process.
Third, following the emergence of Internet and digital channels, online platforms and social media have become effective recruitment channels for universities (Rutter et al
2016), especially for the international education market (Hobsons 2017; Teng et al
In today's digital age, electronic Word of Mouth (eWOM) communication through social media plays a crucial role in influencing prospective students' decisions regarding higher education As Millennials and iGeneration individuals are adept at using modern communication platforms, understanding their social media usage and its impact on their decision-making is vital for effective higher education marketing Consequently, Paper 5 of this thesis performs a content analysis of social media to investigate the type of information that prospective students actively seek on these platforms.
A key area of focus is understanding the factors that influence prospective students' choices Numerous studies and reports have highlighted the attributes that students prioritize when making their educational decisions, as noted by researchers such as Dao & Thorpe (2015), Hobsons (2017), Joseph & Joseph (2000), Mazzarol & Soutar (2002), QSEnrolmentSolutions (2018), Simões & Soares (2010), and Soutar.
& Turner 2002; Veloutsou et al 2004) Identifying these choice factors helps university managers to understand which issues concern students, to design a suitable recruitment strategy
Despite significant attention to choice factors, a universal list applicable to different contexts remains elusive, necessitating further research (Hemsley-Brown & Oplatka, 2015) In response, Paper 4 examines the choice factors influencing domestic and international students in Vietnam and Australia, while Paper 5 analyzes the choice factors discussed by prospective students on social media.
2.4.2 The decision-making process of prospective students
The university choice process for prospective students is a complex and high-stakes decision-making journey, as highlighted by Simões and Soares (2010) Given that the quality of education is a credence service, students often struggle to assess it beforehand To better understand this process, models based on general consumer decision-making behavior have been established, including the five-stage model by Moogan et al (1999), which outlines Problem Recognition, Information Search, Evaluation of Alternatives, Purchase, and Post-Purchase Evaluation This thesis specifically examines the pre-purchase stages, focusing on the factors influencing prospective students' choices and the role of word-of-mouth sources.
The 'Problem Recognition' stage marks the initial moment when students identify their desire for higher education and contemplate pursuing tertiary studies During this phase, prospective university students often take considerable time to weigh their options before making a decision For instance, high school students contemplating university enrollment may find their decision intertwined with their ongoing studies This prolonged consideration period and the challenges in evaluating their choices contribute to the complexity of researching this critical stage (Chapman 1986).
Influential forces during this initial stage could be internal forces such as demographic and economic characteristics, which involve academic achievement, economic
Students' choices regarding their study major, university level, and whether to pursue onshore or offshore education are significantly influenced by their family background and financial capability Key factors include the ability to afford higher education costs, family interests, and the student's academic record At this stage, parents and family play a crucial role in shaping these decisions Once students commit to pursuing university-level education, they typically begin the information-gathering process to explore their options further.
The Search stage, as defined by Kopanidis (2008), combines 'Information Search' and 'Evaluation of Alternatives,' where prospective students engage in thorough information gathering about potential universities This crucial decision-making process is characterized by students' significant involvement and effort In addition to internal sources, students also rely on external sources for information, including media, university websites, parents, teachers, and open days, as highlighted by Murray (1991) and Zeithaml et al (2009).
Personal sources play a crucial role in helping students compare alternatives when making decisions about their education (Vrontis et al 2007) Influences such as parents, high school teachers, family members, friends, and college alumni significantly impact these choices Much of this information is shared through word-of-mouth (WOM) communication, which students often regard as a vital factor in their decision-making process (Moogan et al 1999; Mazzarol & Soutar 2002).
During the Search stage, students consider various attributes to find the necessary information, which helps them evaluate their options (Simões & Soares 2010; Veloutsou et al 2004) These choice factors, known as the 'attribute set'—including aspects like teaching quality, academic reputation, and job prospects—differ among students and are influenced by their specific contexts To fully grasp student search and decision-making behavior, it is essential to identify these choice factors alongside the information sources they utilize.
The model of the decision-making process illustrates in detail the stages which prospective students participate in to select their university Each of these stages raises
Chapter Summary
The thesis comprises five distinct papers, which restricts the depth of theoretical background and literature review in each Therefore, this chapter is essential for providing a comprehensive theoretical framework for the entire research, encompassing overarching theories and relevant literature on the two main research themes It is organized into three levels: broader literature, key literature, and specific research problems.
The broader literature encompasses key theories such as communication theory, ELM theory, and services marketing, which collectively enhance our understanding of communication and information processing Communication theory outlines the elements and models of communication within new media marketing practices, while ELM theory delves into the intricacies of information processing and persuasion through its concepts of elaboration likelihood and dual processing routes These foundational theories illuminate the factors influencing information processing in word-of-mouth (WOM) communication Additionally, services marketing theory offers essential principles relevant to service research, particularly within the higher education sector, where it pertains to the credence service nature and the information-seeking behaviors of service consumers.
This research explores two primary literatures: Word of Mouth (WOM) and higher education choice The WOM segment defines WOM, examines its impact on consumers, and discusses WOM marketing practices It also reviews related works from both the source and receiver perspectives, emphasizing the importance of the receiver perspective In the higher education section, the decision-making process of prospective students is analyzed, along with prior research on the factors influencing their choices, highlighting the significance of this second research theme.
In the third level of research, two key problems were identified, and corresponding research questions were assigned to the papers While prior studies have explored word-of-mouth (WOM) information processing, they often examined factors in isolation, highlighting the need for a comprehensive approach to understand the interconnected elements of WOM processing Papers 1, 2, and 3 focus on WOM information processing from the receiver's perspective, utilizing the Elaboration Likelihood Model (ELM) theory In the context of higher education choice, previous research has shown inconsistent findings regarding choice factors Papers 4 and 5 address the information needed by prospective students and the role of WOM, with Paper 4 focusing on student segments and Paper 5 examining electronic WOM (eWOM) on social media The upcoming chapter will detail the two methodologies used in the empirical studies, followed by the presentation of the five papers in subsequent chapters.