Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities

This paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went...

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Main Authors:	Jan, Muhammad Tahir, Ammari, Djihane
Format:	Article
Language:	English English
Published:	Routledge 2016
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/1/Advertising%20online%20by%20educational%20institutions%20and%20students%20reaction%20a%20study%20of%20Malaysian%20Universities%20-%20for%20IREP.pdf http://irep.iium.edu.my/52850/7/52854_Advertising%20online%20by%20educational%20institutions_scopus.pdf

id	iium-52850
recordtype	eprints
spelling	iium-528502017-01-11T04:20:16Z http://irep.iium.edu.my/52850/ Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities Jan, Muhammad Tahir Ammari, Djihane HF5001 Business. Business Administration This paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it was ready for analyses in SPSS and AMOS software. Factor analysis was used to extract the significant constructs underlying the data followed by a two-stage structural equation modeling in order to examine the fitness of the proposed model and test the hypotheses. The results revealed that social media and websites positively affect students’ decision- making, which then significantly impact students’ choice of a particular university. This research has invaluable implications for policy-makers, especially in the education industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for an educational institution. Routledge 2016-10-20 Article PeerReviewed application/pdf en http://irep.iium.edu.my/52850/1/Advertising%20online%20by%20educational%20institutions%20and%20students%20reaction%20a%20study%20of%20Malaysian%20Universities%20-%20for%20IREP.pdf application/pdf en http://irep.iium.edu.my/52850/7/52854_Advertising%20online%20by%20educational%20institutions_scopus.pdf Jan, Muhammad Tahir and Ammari, Djihane (2016) Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities. Journal of Marketing for Higher Education, 26 (2). pp. 168-180. ISSN 0884-1241 E-ISSN 1540-7144 http://srhe.tandfonline.com/doi/abs/10.1080/08841241.2016.1245232?journalCode=wmhe20 10.1080/08841241.2016.1245232
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Jan, Muhammad Tahir Ammari, Djihane Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
description	This paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it was ready for analyses in SPSS and AMOS software. Factor analysis was used to extract the significant constructs underlying the data followed by a two-stage structural equation modeling in order to examine the fitness of the proposed model and test the hypotheses. The results revealed that social media and websites positively affect students’ decision- making, which then significantly impact students’ choice of a particular university. This research has invaluable implications for policy-makers, especially in the education industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for an educational institution.
format	Article
author	Jan, Muhammad Tahir Ammari, Djihane
author_facet	Jan, Muhammad Tahir Ammari, Djihane
author_sort	Jan, Muhammad Tahir
title	Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
title_short	Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
title_full	Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
title_fullStr	Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
title_full_unstemmed	Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities
title_sort	advertising online by educational institutions and students’ reaction: a study of malaysian universities
publisher	Routledge
publishDate	2016
url	http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/ http://irep.iium.edu.my/52850/1/Advertising%20online%20by%20educational%20institutions%20and%20students%20reaction%20a%20study%20of%20Malaysian%20Universities%20-%20for%20IREP.pdf http://irep.iium.edu.my/52850/7/52854_Advertising%20online%20by%20educational%20institutions_scopus.pdf
first_indexed	2023-09-18T21:14:52Z
last_indexed	2023-09-18T21:14:52Z
_version_	1777411495173292032

Advertising online by educational institutions and students’ reaction: a study of Malaysian Universities

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