Generators and drivers of word of mouth marketing in a higher education program
DOI:
https://doi.org/10.17981/cultedusoc.12.1.2021.15Keywords:
Education management, Communication, Educational marketing, Higher educationAbstract
At present, the use of traditional means of promotion and marketing has not turned out to be very effective for higher education institutions because the expected effects are not evident. Consequently, this article aims to identify the generators and drivers of word of mouth marketing in a higher education program. To carry out the research, a quantitative methodology was used, through stratified probabilistic sampling where 185 surveys were applied to students of the Business Administration program of the National School of Sports University Institution (Cali, Colombia). The results obtained show that students are the main generators of word of mouth, and that the greatest driver lies in the differentiating aspect of the academic program and the reputation of the institution.
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