Word-of-mouth effects on student choice behaviour: The dual-process conceptual framework

Le, D, Dobele, A and Robinson, L 2015, 'Word-of-mouth effects on student choice behaviour: The dual-process conceptual framework', in Ashish Sinha, Jack Cadeaux and Tania Bucic (ed.) 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, Australia, 30 November - 2 December 2015, pp. 865-871.


Document type: Conference Paper
Collection: Conference Papers

Title Word-of-mouth effects on student choice behaviour: The dual-process conceptual framework
Author(s) Le, D
Dobele, A
Robinson, L
Year 2015
Conference name 2015 ANZMAC Conference
Conference location Sydney, Australia
Conference dates 30 November - 2 December 2015
Proceedings title 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing
Editor(s) Ashish Sinha, Jack Cadeaux and Tania Bucic
Publisher ANZMAC
Place of publication Sydney, Australia
Start page 865
End page 871
Total pages 7
Abstract This paper proposes a conceptual framework to understand the influence of word-ofmouth communications in the higher education context. Research to date on student behaviour is viewed primarily through effects of marketing activities or satisfaction and post-purchase behaviour. In this conceptualisation, we invoke insights through the dualprocess of communication persuasion. Through this lens, communications are suggested to have two major impacts on student choice behaviour: message relevance and source credibility. The paper summarises the extant literature related to source types, including their persuasive characteristics, and students' selection criteria as delivered in word-of-mouth messages. We conclude with suggestions for future research and the identification of the key questions in terms of source types and selection criteria.
Subjects Marketing Communications
ISSN 1441-3582
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