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https://cris.library.msu.ac.zw//handle/11408/6286
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DC Field | Value | Language |
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dc.contributor.author | Maruva Mumanyi | en_US |
dc.contributor.author | Shepherd Mupemhi | en_US |
dc.contributor.author | Johnson Masaka | en_US |
dc.contributor.author | Amos T. Munzara | en_US |
dc.date.accessioned | 2024-09-19T08:17:45Z | - |
dc.date.available | 2024-09-19T08:17:45Z | - |
dc.date.issued | 2024-08-21 | - |
dc.identifier.uri | https://cris.library.msu.ac.zw//handle/11408/6286 | - |
dc.description.abstract | Prospective Polytechnicmarketing managementstudents experience challenges as they make decisions on which institution to enrol with. While making a decision, impact of consistent use of electronic word-of-mouth frominstitutions become evident in their ability to determine Polytechnic image, choice and subsequently, levels of enrolment. This article depicts the impact of electronic word-of-mouth metrics on training service provider choice, moderated by insights in organisational image from eight Polytechnics in Zimbabwe. Quantitative data were gathered from a sample of 217 respondents using a structured questionnaire in Likert format.The same data were analysed using WarpPLS software in Structural Equation Modelling. A sample of 12 was used to collect qualitative data which were analysed through Thematic Analysis in Nvivo 11. Findings were that volume of electronic word-of-mouth had insignificant positive influence on Polytechnic image while positive electronic word-of-mouth (eWOM) valence enhanced positive Polytechnic image. eWOM variability had a positive correlation with the transformation of old organisational images to new ones. Finally, positive organizational image positively impacted enrolment. Conclusively, the number of eWOM posts had an insignificant impact on Polytechnic image development; which did not concur withthe theory of eWOM volume. Positive valence and variability enhanced positive Polytechnic image which ultimately improved enrolment. | en_US |
dc.language.iso | en | en_US |
dc.publisher | International Emerging Scholars Society | en_US |
dc.relation.ispartof | International Journal of Business and Management | en_US |
dc.subject | Metrics | en_US |
dc.subject | Volume | en_US |
dc.subject | Valence | en_US |
dc.subject | Variability | en_US |
dc.subject | Electronic Word-of-Mouth | en_US |
dc.title | Impact of electronic word-of-mouth metrics on service provider choice moderated by organizational image: Insights from Zimbabwean polytechnics | en_US |
dc.type | research article | en_US |
dc.identifier.doi | https://doi.org/10.56879/ijbm.v3i2.48 | - |
dc.contributor.affiliation | Department of Business Management, Lupane State University, Zimbabwe | en_US |
dc.contributor.affiliation | Department of Marketing Management, Midlands State University, Zimbabwe | en_US |
dc.contributor.affiliation | Faculty of Agriculture and Environmental Science, Bindura University of Science Education, Zimbabwe | en_US |
dc.contributor.affiliation | Department of Economics Zimbabwe Open University, Zimbabwe | en_US |
dc.relation.issn | 2815-9330 | en_US |
dc.description.volume | 3 | en_US |
dc.description.issue | 2 | en_US |
dc.description.startpage | 37 | en_US |
dc.description.endpage | 56 | en_US |
item.languageiso639-1 | en | - |
item.grantfulltext | open | - |
item.fulltext | With Fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.openairetype | research article | - |
item.cerifentitytype | Publications | - |
Appears in Collections: | Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Impact of electronic word of mouth metrics.pdf | Abstract | 63.35 kB | Adobe PDF | View/Open |
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