Volume 19, No. 2, 2022

The Role Of Social Media As An Information Tool In The Students’ Choice Of University: The Moderating Role Of Emotional Attachment


Muhammad Bilal , Dr. Usman Ghani

Abstract

Higher education has observed incremental increase in enrollment over the past four decades. This growing rate of students’ enrolment on one side has increased the number of universities and on the other end made it difficult for HEIs to compete for students. Students’ induction is a costly process. To overcome financial pressure on HEIs of many countries of the world, institutes/universities are practicing various tactics to enroll larger number of students. HEIs are practicing new modes of communication to approach their students. HEIs’ admission offices have rapidly embraced the blessing of social media in their efforts to meet enrollment goals. This study examined role of social media as an information tool among students in their university choice and the moderating role of emotional attachment. A quantitative research was initiated. Business students of three purposively selected HEI’s participated in the data collection. A sample of 260 respondents were statistically tested to investigate the relationship between Social Media Interaction (SMI) and electronic Word-Of-Mouth (eWOM). Results revealed strong evidence that SMI has a significant positive effect on eWOM. Furthermore, Emotional Attachment (EA) of the students to HEI brand significantly moderate the relationship between SMI and eWOM.


Pages: 8739-8762

Keywords: Social Media Interaction, Emotional Attachment, electronic Word-of-Mouth, theory of Reasoned Action, Theory Planned Behaviour, Information Acceptance Model

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