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Investigating the effect of student word-of-mouth in higher education

Author

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  • Thakkolu Kushwanth Kumar
  • G.P. Dinesh
  • Divya Bharathi

Abstract

Word-of-mouth (WoM) marketing plays a crucial role in shaping university reputation and influencing student decisions. This study explores the effect of student engagement in WoM both online and offline on the competitive advantage of private universities. Using Principal Component Analysis and regression models, this study examines key factors such as student satisfaction, academic experiences, peer influence, extracurricular activities, and social media engagement. Findings reveal that student satisfaction significantly drives WoM, while peer influence and social media engagement have a minimal effect. This study also highlights that universities must actively foster positive student experiences to encourage effective WoM. However, factors such as academic reputation, influence students differently in their decision-making process. This study suggests universities invest in experience-driven marketing strategies and in digital WoM trends. Our insights offer actionable recommendations for leveraging WoM to enhance institutional competitiveness.

Suggested Citation

  • Thakkolu Kushwanth Kumar & G.P. Dinesh & Divya Bharathi, 2026. "Investigating the effect of student word-of-mouth in higher education," International Journal of Pluralism and Economics Education, Inderscience Enterprises Ltd, vol. 16(2), pages 186-199.
    • Handle: RePEc:ids:ijplur:v:16:y:2026:i:2:p:186-199
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