Advertising online by educational institutions and students' reaction: a study of Malaysian Universities

Muhammad Tahir Jan and Djihane Ammari

Journal of Marketing for Higher Education, 2016, vol. 26, issue 2, 168-180

Abstract: This paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it was ready for analyses in SPSS and AMOS software. Factor analysis was used to extract the significant constructs underlying the data followed by a two-stage structural equation modeling in order to examine the fitness of the proposed model and test the hypotheses. The results revealed that social media and websites positively affect students’ decision-making, which then significantly impact students’ choice of a particular university. This research has invaluable implications for policy-makers, especially in the education industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for an educational institution.

Date: 2016
References: View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2016.1245232 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:26:y:2016:i:2:p:168-180

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2016.1245232

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().