IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v28y2022i2p205-226.html
   My bibliography  Save this article

Investigating the mediating effect of eWOM while exploring a higher education institutions

Author

Listed:
  • Deepak Kaushal
  • Anuj

Abstract

The emergence of computers, cell phones and internet services is the drastic change that the business world, consumer market place and the field of academics has witnessed in recent decades. Technology has increased the reach of internet which has completely evolved conventional word of mouth to electronic word of mouth (eWOM). The study endeavours to discover the antecedents of brand image for selecting an institution for higher education in Uttarakhand State of India using digitally mediated technologies. The aim of this study is to investigate the impact of source style, source credibility and trust on electronic word of mouth (eWOM). The mediation analysis validates the case of full mediation of eWOM between SS, SC, TST and BI. The study advocates that in order to improve BI, higher education institutions should pay serious attention on eWOM.

Suggested Citation

  • Deepak Kaushal & Anuj, 2022. "Investigating the mediating effect of eWOM while exploring a higher education institutions," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 28(2), pages 205-226.
    • Handle: RePEc:ids:ijbire:v:28:y:2022:i:2:p:205-226
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=123272
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:28:y:2022:i:2:p:205-226. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.