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Word‐of‐mouth amongst students at a New Zealand tertiary institution

Susan Warring (Faculty of Business and IT, Whitireia New Zealand, Auckland, New Zealand)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 10 May 2013

1104

Abstract

Purpose

The aim of this case study was to investigate the extent of word‐of‐mouth influence amongst international students at a New Zealand tertiary institution and to review the literature for a valid and reliable conceptualisation and measurement of word‐of‐mouth.

Design/methodology/approach

Literature suggests that opinion‐leading and seeking scales form a valid and reliable conceptualisation and measurement of word‐of‐mouth. Using these scales, a comparison was made between international students and two groups employing the t‐test, domestic students and decision‐makers for online learning management systems. Analysis of variance was employed to investigate differences in word‐of‐mouth between students of different nationalities.

Findings

Indian students were more likely to give advice, but less likely to seek it, than Chinese students. Also, contrary to expectations, word‐of‐mouth influence was not higher for international than domestic students.

Research limitations/implications

Future research should investigate the relationship between word‐of‐mouth and actual consumption decisions made by students. In addition, a random sample should be conducted with a wider sample frame of institutions so that findings can be generalised.

Practical implications

This study forms a foundation for future research investigating whether and how to harness the potential of word‐of‐mouth amongst different nationalities. For example, internet social networking tools could harness Indian students’ higher propensity to give advice and Chinese students’ higher propensity to seek it.

Originality/value

The development and refinement of opinion leadership scales over time is reviewed to suggest valid and reliable scales which can be adapted to specific contexts.

Keywords

Citation

Warring, S. (2013), "Word‐of‐mouth amongst students at a New Zealand tertiary institution", International Journal of Educational Management, Vol. 27 No. 4, pp. 330-339. https://doi.org/10.1108/09513541311316287

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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