Social Media, External Prestige and Students’ Attitude towards Postgraduate Enrollment
Open Access
- 8 August 2019
- journal article
- Published by SEISENSE Private, Ltd. in SEISENSE Journal of Management
- Vol. 2 (5), 1-19
- https://doi.org/10.33215/sjom.v2i5.186
Abstract
Purpose- This paper aimed to determine the conditional effect of University reputation on the indirect process of external prestige on the relationship between social media and students’ attitude towards postgraduate enrollment. Design/Methodology- The study adopted a cross-sectional survey design, multistage random sampling in collecting data using a self-administered questionnaire. The sample size was 504 students from four universities in Kenya. Findings- Outcome indicates a partial indirect effect of social media and students’ attitude via external prestige. It further reveals a conditional effect of university reputation on the link between; social media and external prestige, and, external prestige and students' attitude. Finally, a test of the conditional indirect process is also confirmed. Practical Implications- Results of the study might help university managers and policymakers in developing effective strategies, policies, and techniques to attract potential students through social media platforms and also develop and strengthen university prestige and reputation through proper management of resources, social responsibility, and employment of qualified academic staff. Originality/value- The study findings bring new understanding concerning the indirect effect, the conditional process and highlight new insights on identifying mechanisms that exert a conditional effect on the indirect paths of the study variables.Keywords
This publication has 34 references indexed in Scilit:
- A Primer on Moderated Mediation Analysis: Exploring Logistics Involvement in New Product DevelopmentJournal of Business Logistics, 2017
- Investigating the predictive power of TAM: A case study of CEGEP students’ intentions to use online learning technologiesEducation and Information Technologies, 2017
- Linking prestige perception with consumption experience, loyalty, and WOMMarketing Intelligence & Planning, 2016
- A taxonomy of prestige-seeking university students: strategic insights for higher educationJournal of Strategic Marketing, 2016
- Factors contributing to university image: the postgraduate students’ points of viewJournal of Marketing for Higher Education, 2015
- Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?Journal of Business Research, 2014
- The impact of students' attitude and subjective norm on the behavioural intention to use services of banking systemInternational Journal of Business Information Systems, 2014
- Perceived External Prestige, Organizational Identification and Affective Commitment: A Stakeholder ApproachCorporate Reputation Review, 2006
- The Ombudsman: Business School Prestige—Research versus TeachingInforms Journal on Applied Analytics, 1994
- The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology, 1986