Analysis of the Influence of Electronic Word-of-Mouth on University Choice by Slovakian Grammar School Students

Abstract

Globalisation in higher education directly influences competition among universities. Every institution is continually motivated to improve its quality in order to survive and to achieve further success. The evolution of Internet technology has expanded word-of-mouth (WoM) communication into a form of electronic word of mouth (eWoM). eWoM has become a phenomenon that is improving the image of every organisation in our society. This study is aimed at identifying and analysing the transformation of WoM into eWoM, finding the differences between them and examining the perceived influence of electronic word of mouth on choice of university by potential students in Slovakia. The purpose of this study is to show how the eWoM method works in university choice compared with traditional WoM. Data were collected by email questionnaires from five grammar schools in the Trencin district. The results show that students are highly influenced by eWoM compared with WoM and depend on online reviews/comments posted on review/forum type websites instead of on social media when making decisions regarding choice of university. Thus, the overall image of the university significantly and positively influences the student's choice of foreign university.