Universities Going Digital

Bradt (geb. Colin), Delphine und Reichert (geb. Mahr), Sarah Isabel (July 2016): Universities Going Digital. 2016 Global Marketing Conference, Hong Kong, July 21-24, 2016. In: Proceedings of the 2016 Global Marketing Conference, Hong Kong, pp. 1469-1480

Abstract

This paper aims to narrow the gap in research on the impact of universities’ digitalization on reputational assessments by students. A measurement for perception of universities digital advancement (PDA) is developed and integrated in a model to explain university reputation and students’ WoM behavior. Results highlight the importance of the PDA.

• Item Type: Conference or Workshop Item (Paper)
• Keywords: University; digital; reputation; student; PDA
• Faculties: Munich School of Management > Institute for Market-based Management
• Subjects: 300 Social sciences > 330 Economics
• Language: English