Journal de communication de masse et de journalisme

The Impact of Electronic Words of Mouth (eWOM) to the Brand Determination of Higher Education in Malaysia: From the Perspective of Middle East's Student

Abstract

Azizul Halim Yahya, A Aziz Azizam and Dzulkarnain Bin Mazlan

Electronic word-of-mouth (eWOM) refers to the knowledge exchange between people in the online sphere. Most studies on eWOM focuses on product and services, subsequently, the exchange of knowledge has a direct relationship on brand determination. Therefore, this affects the overall value of the organization. The purpose of this paper is to examine the brand determination of Higher Education in Malaysia from the perspectives of Middle Eastern students in Malaysia. A semi-structured focus group was conducted among Middle Eastern students studying in various public and private tertiary institutions in Malaysia. The thematic analysis was generated by using qualitative data management in order to enhance the rigorousness of the findings. Consequently, the key indicator for this study is the value of information from eWOM that effects the brand determination. Good brand value is an important tool in enhancing as well as altering or reinforcing stereotypical views. The results of this study have brought out sever