Title: Investigating the mediating effect of eWOM while exploring a higher education institutions

Authors: Deepak Kaushal; Anuj

Addresses: Department of Management Studies, Graphic Era Deemed to be University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India

Abstract: The emergence of computers, cell phones and internet services is the drastic change that the business world, consumer market place and the field of academics has witnessed in recent decades. Technology has increased the reach of internet which has completely evolved conventional word of mouth to electronic word of mouth (eWOM). The study endeavours to discover the antecedents of brand image for selecting an institution for higher education in Uttarakhand State of India using digitally mediated technologies. The aim of this study is to investigate the impact of source style, source credibility and trust on electronic word of mouth (eWOM). The mediation analysis validates the case of full mediation of eWOM between SS, SC, TST and BI. The study advocates that in order to improve BI, higher education institutions should pay serious attention on eWOM.

Keywords: source credibility; trust; electronic word of mouth; eWOM; source style; brand image; higher education institutions.

DOI: 10.1504/IJBIR.2022.123272

International Journal of Business Innovation and Research, 2022 Vol.28 No.2, pp.205 - 226

Received: 12 May 2020
Accepted: 11 Jun 2020

Published online: 07 Jun 2022 *

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