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Bradt (geb. Colin), Delphine and 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

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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.

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