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

Authors: Thakkolu Kushwanth Kumar; G.P. Dinesh; Divya Bharathi

Addresses: Department of Studies in Business Administration, VSK University, Ballari, India ' Department of Studies in Business Administration, VSK University, Ballari, India ' Department of Management, Christ University, Bangalore, India

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.

Keywords: word of mouth; student satisfaction; peer influence; social media; competitive advantage; higher education marketing; higher education.

DOI: 10.1504/IJPEE.2026.156048

International Journal of Pluralism and Economics Education, 2026 Vol.16 No.2, pp.186 - 199

Received: 29 Jun 2025
Accepted: 30 Jan 2026
Published online: 01 Sep 2026 *

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