Doctor of Philosophy (PHD)
Communication Studies (Communication)
Date of Defense
First Committee Member
Mitchell E. Shapiro
Second Committee Member
Third Committee Member
Fourth Committee Member
This study used an online questionnaire to survey 276 first-time, non-transfer undergraduate freshmen students at the University of Miami to determine the perceived influence of electronic word-of-mouth (eWOM) on their college search and choice compared to that of traditional word-of-mouth (WOM). In addition, eWOM’s influence was examined during the search and choice phases of the three-phased college choice process and when consumed across various form of social media. The results of this study suggested that traditional WOM had a greater perceived influence on students’ college choice than eWOM. The results also suggested that eWOM had a greater perceived influence during the search phase than during the choice phase and a greater perceived influence when consumed on online reviews/forums than when consumed on social networking sites. A recommendation for further study is enclosed.
electronic word-of-mouth; eWOM; college choice process; online reviews; social media
Lehmann, Whitney S., "The Influence of Electronic Word-of-Mouth (eWOM) on College Search and Choice" (2015). Open Access Dissertations. 1378.