A perceived usefulness of entrepreneurship education as a marketing model for students’ choice of universities: Does the electronic word of mouth matter?

Ismail, Ismail J2024-09-092024-09-092024Ismail, I. J. (2024). A perceived usefulness of entrepreneurship education as a marketing model for students’ choice of universities: Does the electronic word of mouth matter?. International Journal of Educational Management.DOI: 10.1108/IJEM-03-2023-0098https://repository.udom.ac.tz/handle/20.500.12661/4932Full article. Available at: https://www.emerald.com/insight/content/doi/10.1108/IJEM-03-2023-0098/full/pdfThe current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes such as positive eWOM. Therefore, if the entrepreneurial education is used as a marketing model, it can be considered as the innovative model for attracting more students. By implementing this model, the university can enhance its approach to cultivating a positive image, potentially leading to increased student enrollments.enEntrepreneurial educationMarketing modelElectronic wordPositive eWOMeWOMA perceived usefulness of entrepreneurship education as a marketing model for students’ choice of universities: Does the electronic word of mouth matter?Article10.1108/ijem-03-2023-0098