Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6286
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dc.contributor.authorMaruva Mumanyien_US
dc.contributor.authorShepherd Mupemhien_US
dc.contributor.authorJohnson Masakaen_US
dc.contributor.authorAmos T. Munzaraen_US
dc.date.accessioned2024-09-19T08:17:45Z-
dc.date.available2024-09-19T08:17:45Z-
dc.date.issued2024-08-21-
dc.identifier.urihttps://cris.library.msu.ac.zw//handle/11408/6286-
dc.description.abstractProspective 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.isoenen_US
dc.publisherInternational Emerging Scholars Societyen_US
dc.relation.ispartofInternational Journal of Business and Managementen_US
dc.subjectMetricsen_US
dc.subjectVolumeen_US
dc.subjectValenceen_US
dc.subjectVariabilityen_US
dc.subjectElectronic Word-of-Mouthen_US
dc.titleImpact of electronic word-of-mouth metrics on service provider choice moderated by organizational image: Insights from Zimbabwean polytechnicsen_US
dc.typeresearch articleen_US
dc.identifier.doihttps://doi.org/10.56879/ijbm.v3i2.48-
dc.contributor.affiliationDepartment of Business Management, Lupane State University, Zimbabween_US
dc.contributor.affiliationDepartment of Marketing Management, Midlands State University, Zimbabween_US
dc.contributor.affiliationFaculty of Agriculture and Environmental Science, Bindura University of Science Education, Zimbabween_US
dc.contributor.affiliationDepartment of Economics Zimbabwe Open University, Zimbabween_US
dc.relation.issn2815-9330en_US
dc.description.volume3en_US
dc.description.issue2en_US
dc.description.startpage37en_US
dc.description.endpage56en_US
item.languageiso639-1en-
item.grantfulltextopen-
item.fulltextWith Fulltext-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.openairetyperesearch article-
item.cerifentitytypePublications-
Appears in Collections:Research Papers
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