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

Delphine Leila Colin; Sarah Isabel Mahr

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

Delphine Leila Colin, Sarah Isabel Mahr

언어ENG
URLhttps://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)

초록

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.

키워드

university digital reputation student PDA

저자

Delphine Leila Colin(Ludwig-Maximilians-University Munich, Germany)
Sarah Isabel Mahr(Ludwig-Maximilians-University Munich, Germany)

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