THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS
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| Natura: | Artículo científico |
| Lingua: | pt |
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Universidade de Caxias do Sul
2020
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| _version_ | 1876450160412721152 |
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| author | Hildo Anselmo Galter Dalmonech |
| author_facet | Hildo Anselmo Galter Dalmonech |
| contents | THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS Hildo Anselmo Galter Dalmonech Danilo Soares Monte-mor Administración y Contabilidad Indirect effect Choice criterion Teaching modality Word of mouth marketing Educational institution Several studies show a positive influence from word of mouth [WOM] marketing on the choice criterion of an Education Institution [EI]. However, these researches did not investigate the indirect effect from WOM marketing on such choices. Moreover, the setting commonly used is also influenced by self-selection problems, which could result in biased estimators for the effect of WOM marketing on choice criterion for an EI. This study aims to verify if prior suggestion by students’ Education Institution through WOM marketing influences indirectly the choice criterion of new students for such institution. A model that compare the choice criterion of students that were exposed to WOM marketing with students that were not was built to mitigate endogenous features related to these criteria and also minimize self-selection problems. We performed a questionary with students from an EI that were and were not exposed to WOM marketing based on the seven most widely factors that influence the choice criteria. At the end, we obtained 1220 valid answers. Multiple linear regression tests were carried out to verify the degree of association between the EI criteria and each one of the seven factors among both groups of students. The results show there is no evidence that WOM marketing systematically has straight effect on students’ choice criterion by an IE. However, other results review that WOM marketing can enhance influence on some variables that interfere on students’ choice criterion by an IE. 2020 artículo científico 2319-0639 https://www.redalyc.org/articulo.oa?id=743781479005 pt http://www.redalyc.org/revista.oa?id=7437 Revista Brasileira de Gestão e Inovação application/pdf Universidade de Caxias do Sul Revista Brasileira de Gestão e Inovação (Brasil) Num.2 Vol.7 |
| format | Artículo científico |
| id | redalyc_743781479005 |
| institution | Redalyc |
| language | pt |
| publishDate | 2020 |
| publisher | Universidade de Caxias do Sul |
| spellingShingle | THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS Hildo Anselmo Galter Dalmonech Administración y Contabilidad Indirect effect Choice criterion Teaching modality Word of mouth marketing Educational institution THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS Hildo Anselmo Galter Dalmonech Danilo Soares Monte-mor Administración y Contabilidad Indirect effect Choice criterion Teaching modality Word of mouth marketing Educational institution Several studies show a positive influence from word of mouth [WOM] marketing on the choice criterion of an Education Institution [EI]. However, these researches did not investigate the indirect effect from WOM marketing on such choices. Moreover, the setting commonly used is also influenced by self-selection problems, which could result in biased estimators for the effect of WOM marketing on choice criterion for an EI. This study aims to verify if prior suggestion by students’ Education Institution through WOM marketing influences indirectly the choice criterion of new students for such institution. A model that compare the choice criterion of students that were exposed to WOM marketing with students that were not was built to mitigate endogenous features related to these criteria and also minimize self-selection problems. We performed a questionary with students from an EI that were and were not exposed to WOM marketing based on the seven most widely factors that influence the choice criteria. At the end, we obtained 1220 valid answers. Multiple linear regression tests were carried out to verify the degree of association between the EI criteria and each one of the seven factors among both groups of students. The results show there is no evidence that WOM marketing systematically has straight effect on students’ choice criterion by an IE. However, other results review that WOM marketing can enhance influence on some variables that interfere on students’ choice criterion by an IE. 2020 artículo científico 2319-0639 https://www.redalyc.org/articulo.oa?id=743781479005 pt http://www.redalyc.org/revista.oa?id=7437 Revista Brasileira de Gestão e Inovação application/pdf Universidade de Caxias do Sul Revista Brasileira de Gestão e Inovação (Brasil) Num.2 Vol.7 |
| title | THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS |
| topic | Administración y Contabilidad Indirect effect Choice criterion Teaching modality Word of mouth marketing Educational institution |
| url | https://www.redalyc.org/articulo.oa?id=743781479005 |