KOREASCHOLAR

UNIVERSITIES GOING DIGITAL – A WAY TO IMPROVE THEIR REPUTATION AMONG STUDENTS?

Delphine Leila Colin, Sarah Isabel Mahr
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315220
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1469-1480
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper aims to narrow the gap in research on the impact of universities’ digitalization on reputational assessments by students. A measurement for perception of universities digital advancement (PDA) is developed and integrated in a model to explain university reputation and students’ WoM behavior. Results highlight the importance of the PDA.

Keyword
universitydigitalreputationstudentPDA
Author
  • Delphine Leila Colin(Ludwig-Maximilians-University Munich, Germany)
  • Sarah Isabel Mahr(Ludwig-Maximilians-University Munich, Germany)