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Huynh, V. C., Hà, N. K. G., & Nguyễn, T. T. H. (2026). 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. Tạp chí Khoa học Đại học Đông Á, 5(3). https://doi.org/10.59907/daujs.5.3.2026.447
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.
Nội dung chính của bài viết
Tóm tắt
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.
Chi tiết bài viết
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Từ khóa
Electronic word-of-mouth, Brand image, Intention to choose university, Private university, Ho Chi Minh City
Tài liệu tham khảo
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Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control: From cognition to behavior/Springer. https://doi.org/10.1007/978-3-642-69746-3_2.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177. https://doi.org/10.1177/109467050032005
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies, 7(1), 126. http://dx.doi.org/10.5539/ijms.v7n1p126
Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing science, 29(5), 815-827. https://doi.org/10.1287/mksc.1090.0557
bin Khairani, A. Z., & Razak, N. B. A. (2013). Assessing factors influencing students’ choice of Malaysian public university: A Rasch model analysis. International Journal of Applied Psychology, 3(1), 19-24.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254. https://doi.org/10.1080/096525498346658
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, R. (2014). The influence of electronic word-of-mouth on information adoption in online customer communities. Global Economic Review, 43(1), 42-57. https://doi.org/10.1080/1226508X.2014.884048
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345
Chi, H. V., & Ha, G. N. K. (2022). Impacts of training service quality on student satisfaction and Word-of-mouth in online English training. Science & Technology Development Journal: Economics-Law & Management, 6(3), 3081-3096. https://doi.org/10.32508/stdjelm.v6i3.992
Chu, S. C., & Kim, J. (2020). The current state of knowledge on electronic word-of-mouth in advertising research. Electronic Word of Mouth as a Promotional Technique, 1-13.
Cui, G., Lui, H. K., & Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39-58. https://doi.org/10.2753/JEC1086-4415170102
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in human behavior, 49, 597-600. https://doi.org/10.1016/j.chb.2015.03.051.
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in human behavior, 59, 165-172. https://doi.org/10.1016/j.chb.2016.01.037.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of travel research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424. https://doi.org/10.1016/j.omega.2004.01.006
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research, 22(5), 591-612. https://doi.org/10.1108/10662241211271563
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149
Jo Hatch, M., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of marketing, 31(5/6), 356-365. https://doi.org/10.1108/eb060636
Kala, D., & Chaubey, D. S. (2018). Impact of electronic word of mouth on brand image and purchase intention towards lifestyle products in India. Pacific Business Review International, 10(9).
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. MSI working paper, 3-38.
Kim, M. J., Chung, N., Lee, C. K., & Preis, M. W. (2015). Motivations and use context in mobile tourism shopping: Applying contingency and task–technology fit theories. International Journal of Tourism Research, 17(1), 13-24. https://doi.org/10.1002/jtr.1957
Kirby, J., & Marsden, P. (Eds.). (2006). Connected marketing: the viral, buzz and word of mouth revolution. Elsevier.
Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. In Diversity, technology, and innovation for operational competitiveness: Proceedings of the 2013 international conference on technology innovation and industrial management (pp. 3-29). ToKnowPress.
Mayzlin, D. (2006). Promotional chat on the Internet. Marketing science, 25(2), 155-163. https://doi.org/10.1287/mksc.1050.0137
Moran, G., Muzellec, L., & Nolan, E. (2014). Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research, 54(2), 200-204. https://doi.org/10.2501/JAR-54-2-200-204
Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432. https://doi.org/10.1086/319618
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67. https://doi.org/10.1016/j.jbusres.2007.11.017
Sessa, W. L. (2014). Targeting millennials social media strategies within higher education. College and University, 90(1), 2.
Solikhah, A., Hartoyo, H., & Yuliati, L. N. (2016). The influence of personality, motivation, brand image, and environment on students’ intention in choosing Bogor Agricultural University (IPB). Journal of Consumer Sciences, 1(1), 14-32. https://doi.org/10.29244/jcs.1.1.14-32
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing intelligence & planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472. https://doi.org/10.1108/13555851111165020
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control: From cognition to behavior/Springer. https://doi.org/10.1007/978-3-642-69746-3_2.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177. https://doi.org/10.1177/109467050032005
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies, 7(1), 126. http://dx.doi.org/10.5539/ijms.v7n1p126
Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing science, 29(5), 815-827. https://doi.org/10.1287/mksc.1090.0557
bin Khairani, A. Z., & Razak, N. B. A. (2013). Assessing factors influencing students’ choice of Malaysian public university: A Rasch model analysis. International Journal of Applied Psychology, 3(1), 19-24.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254. https://doi.org/10.1080/096525498346658
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, R. (2014). The influence of electronic word-of-mouth on information adoption in online customer communities. Global Economic Review, 43(1), 42-57. https://doi.org/10.1080/1226508X.2014.884048
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345
Chi, H. V., & Ha, G. N. K. (2022). Impacts of training service quality on student satisfaction and Word-of-mouth in online English training. Science & Technology Development Journal: Economics-Law & Management, 6(3), 3081-3096. https://doi.org/10.32508/stdjelm.v6i3.992
Chu, S. C., & Kim, J. (2020). The current state of knowledge on electronic word-of-mouth in advertising research. Electronic Word of Mouth as a Promotional Technique, 1-13.
Cui, G., Lui, H. K., & Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39-58. https://doi.org/10.2753/JEC1086-4415170102
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in human behavior, 49, 597-600. https://doi.org/10.1016/j.chb.2015.03.051.
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in human behavior, 59, 165-172. https://doi.org/10.1016/j.chb.2016.01.037.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of travel research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424. https://doi.org/10.1016/j.omega.2004.01.006
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research, 22(5), 591-612. https://doi.org/10.1108/10662241211271563
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149
Jo Hatch, M., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of marketing, 31(5/6), 356-365. https://doi.org/10.1108/eb060636
Kala, D., & Chaubey, D. S. (2018). Impact of electronic word of mouth on brand image and purchase intention towards lifestyle products in India. Pacific Business Review International, 10(9).
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. MSI working paper, 3-38.
Kim, M. J., Chung, N., Lee, C. K., & Preis, M. W. (2015). Motivations and use context in mobile tourism shopping: Applying contingency and task–technology fit theories. International Journal of Tourism Research, 17(1), 13-24. https://doi.org/10.1002/jtr.1957
Kirby, J., & Marsden, P. (Eds.). (2006). Connected marketing: the viral, buzz and word of mouth revolution. Elsevier.
Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. In Diversity, technology, and innovation for operational competitiveness: Proceedings of the 2013 international conference on technology innovation and industrial management (pp. 3-29). ToKnowPress.
Mayzlin, D. (2006). Promotional chat on the Internet. Marketing science, 25(2), 155-163. https://doi.org/10.1287/mksc.1050.0137
Moran, G., Muzellec, L., & Nolan, E. (2014). Consumer moments of truth in the digital context: How “search” and “e-word of mouth” can fuel consumer decision making. Journal of Advertising Research, 54(2), 200-204. https://doi.org/10.2501/JAR-54-2-200-204
Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432. https://doi.org/10.1086/319618
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67. https://doi.org/10.1016/j.jbusres.2007.11.017
Sessa, W. L. (2014). Targeting millennials social media strategies within higher education. College and University, 90(1), 2.
Solikhah, A., Hartoyo, H., & Yuliati, L. N. (2016). The influence of personality, motivation, brand image, and environment on students’ intention in choosing Bogor Agricultural University (IPB). Journal of Consumer Sciences, 1(1), 14-32. https://doi.org/10.29244/jcs.1.1.14-32
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing intelligence & planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472. https://doi.org/10.1108/13555851111165020