Digital technology and eWOM in the context of higher education: a study from Portugal and Spain

Bruno Morgado Ferreira, José Luis Abrantes, Ana Seabra and Isabel Mateos Rubio

Journal of Marketing for Higher Education, 2022, vol. 32, issue 2, 159-178

Abstract: Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students’ opinions about higher education and digital technology by a qualitative analysis. It also confirms that students use constantly their electronic devices to keep informed and updated. The second study focus on eWOM effects and follows a quantitative approach on two samples of students from two different countries by using the Fuzzy Set Qualitative Comparative Analysis. It supports the influences of eWOM on learning performance, likeability concern, student-instructor interaction, and responsiveness. It also shows that cultural differences may explain differences between those links. This research provides actual insights on awareness about digital technology in higher education.

Date: 2022
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DOI: 10.1080/08841241.2020.1834488

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