The Impact of Electronic Word of Mouth on Brand Image and the Intention to Choose Private Universities among High School Students in Ho Chi Minh City.

Abstract

This study aims to assess the impact of electronic word-of-mouth (eWOM) on the brand image and the intention to choose a private university of high school students in Ho Chi Minh City, through interviews with 498 12th-graders of high school in Ho Chi Minh City. The linear structure model (SEM) was used to test the relationship between the proposed variables. The results indicate that eWOM positively impacts brand image and intention to choose a university; brand image positively impacts intention to choose a university. Moreover, the study has also shown that brand image acts as an intermediary in the relationship between eWOM and the university selection intention of students. The results of this study help managers in universities have a basis to pay attention to and promote electronic word-of-mouth activities, and build a good brand image to increase the intention to choose the learning environment of high school students.