Information Sought By Potential Mba Students From Social Media Via E-Wom: A Content Analysis Approach.

Abstract

In the contemporary landscape of internet integration, students, in the context of global competition for higher education, increasingly turn to social media platforms for information, impacting the decision-making process. This study explores the significant factors that influence the choice of MBA programs, focusing on the impact of electronic Word-of-Mouth (eWOM) on social media platforms, specifically Facebook.. Addressing a gap in existing literature, this study employs content analysis to examine 106 questions from three Facebook groups, identifying 23 influential factors, including five newly discovered ones. Key concerns include scholarship opportunities, application processes, and career advancement. The findings provide actionable insights for higher education institutions to tailor their communication strategies, enhancing their appeal and effectiveness in attracting students. This research offers a novel perspective by combining qualitative and quantitative analyses to better understand the information needs and preferences of potential MBA students. This paper offers practical insights for educational marketers and universities, enabling them to refine their strategies based on the factors that influence student choices on social media and tailor their offerings and improve their tools, ultimately boosting their reputation and profitability through social media.