Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks

Higher education institutions (HEI) are trying to update their marketing techniques by using information technologies. By help of Online Social Networks (OSN), they can intercommunicate with the people who become members (virtual fans) of their page. However, the factors that motivate virtual fans t...

Full description

Saved in:

Bibliographic Details
Main Author:	Parsamehr, Ehsan
Format:	Thesis
Language:	English
Published:	2014
Subjects:	BF Psychology
Online Access:	http://eprints.utm.my/id/eprint/48536/1/EhsanParsamehrMFC2014.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-utm-ep.48536
record_format	uketd_dc
spelling	my-utm-ep.485362017-07-27T04:13:26Z Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks 2014 Parsamehr, Ehsan BF Psychology Higher education institutions (HEI) are trying to update their marketing techniques by using information technologies. By help of Online Social Networks (OSN), they can intercommunicate with the people who become members (virtual fans) of their page. However, the factors that motivate virtual fans to spread electronic-Word-Of-Mouth (eWOM) were yet to be identified by previous research. Also the current literature lacks of a model to show the correlation of motivation factors and eWOM. Thus the HEI also do not know how to effectively spread their eWOM messages by using their Virtual fans in OSN. This research studied the motivation factors for the virtual fans of universities to spread Positive and Negative eWOM messages of universities for developing the Virtual Fans Sharing Model (VFSM). This study identified the potential motivation factors for virtual fans of universities to spread Positive and Negative eWOM, and develop an instrument to measure these potential factors by reviewing the previous literatures. A survey has been conducted among virtual fans of three selected Malaysian HEI. Exploratory Factor Analysis (EFA) was used to find unobserved constructs in the context of this study. Three new constructs have been identified which were Positive Academic Altruism, Self-Enhancement and Negative Academic Altruism. The researcher used Structure Equation Model (SEM) to evaluate and revise the VFSM model which shows the correlation between the motivation factors for virtual fans of universities and eWOM. This research provides guidelines for the universities to use their virtual fans to spread their eWOM messages among their potential customers. By targeting the Institutional Self-Enhancement in eWOM messages, which ranked as first motivator for Positive eWOM, the universities can motivate their fans to spread Positive eWOM messages. On the other hand by providing online facilities for their virtual fans to solve and help them with their problems, the Vengeance, which was ranked as first motivator for Negative eWOM, would be controlled and may demotivate them to spread Negative eWOM against the university in OSN. 2014 Thesis http://eprints.utm.my/id/eprint/48536/ http://eprints.utm.my/id/eprint/48536/1/EhsanParsamehrMFC2014.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:85275?queryType=vitalDismax&query=Motivational+factors+of+electronic-word-of-mouth+for+selected+Malaysian+universities+through+online+social+networks&public=true masters Universiti Teknologi Malaysia, Faculty of Computing Faculty of Computing
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	BF Psychology
spellingShingle	BF Psychology Parsamehr, Ehsan Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
description	Higher education institutions (HEI) are trying to update their marketing techniques by using information technologies. By help of Online Social Networks (OSN), they can intercommunicate with the people who become members (virtual fans) of their page. However, the factors that motivate virtual fans to spread electronic-Word-Of-Mouth (eWOM) were yet to be identified by previous research. Also the current literature lacks of a model to show the correlation of motivation factors and eWOM. Thus the HEI also do not know how to effectively spread their eWOM messages by using their Virtual fans in OSN. This research studied the motivation factors for the virtual fans of universities to spread Positive and Negative eWOM messages of universities for developing the Virtual Fans Sharing Model (VFSM). This study identified the potential motivation factors for virtual fans of universities to spread Positive and Negative eWOM, and develop an instrument to measure these potential factors by reviewing the previous literatures. A survey has been conducted among virtual fans of three selected Malaysian HEI. Exploratory Factor Analysis (EFA) was used to find unobserved constructs in the context of this study. Three new constructs have been identified which were Positive Academic Altruism, Self-Enhancement and Negative Academic Altruism. The researcher used Structure Equation Model (SEM) to evaluate and revise the VFSM model which shows the correlation between the motivation factors for virtual fans of universities and eWOM. This research provides guidelines for the universities to use their virtual fans to spread their eWOM messages among their potential customers. By targeting the Institutional Self-Enhancement in eWOM messages, which ranked as first motivator for Positive eWOM, the universities can motivate their fans to spread Positive eWOM messages. On the other hand by providing online facilities for their virtual fans to solve and help them with their problems, the Vengeance, which was ranked as first motivator for Negative eWOM, would be controlled and may demotivate them to spread Negative eWOM against the university in OSN.
format	Thesis
qualification_level	Master's degree
author	Parsamehr, Ehsan
author_facet	Parsamehr, Ehsan
author_sort	Parsamehr, Ehsan
title	Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
title_short	Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
title_full	Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
title_fullStr	Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
title_full_unstemmed	Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks
title_sort	motivational factors of electronic-word-of-mouth for selected malaysian universities through online social networks
granting_institution	Universiti Teknologi Malaysia, Faculty of Computing
granting_department	Faculty of Computing
publishDate	2014
url	http://eprints.utm.my/id/eprint/48536/1/EhsanParsamehrMFC2014.pdf
_version_	1747817414360301568

Motivational factors of electronic-word-of-mouth for selected Malaysian universities through online social networks

Similar Items