THE INDIRECT INFLUENCE OF MOUTH-TO-MOUTH MARKETING ON THE CHOICE CRITERION OF PUBLIC EDUCATION INSTITUTIONS | A INFLUÊNCIA INDIRETA DO MARKETING BOCA A BOCA NO CRITÉRIO DE ESCOLHA DE UMA INSTITUIÇÃO DE ENSINO PÚBLICA
| Autor: | Dalmonech, Hildo Anselmo Galter, Monte-mor, Danilo Soares |
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| Jazyk: | angličtina |
| Rok vydání: | 2019 |
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| Zdroj: | Brazilian Journal of Management & Innovation; v. 7, n. 2 (Janeiro-Abril 2020); 75-94 Revista Brasileira de Gestão e Inovação (Brazilian Journal of Management & Innovation)-ISSN: 2319-0639; v. 7, n. 2 (Janeiro-Abril 2020); 75-94 Revista Brasileira de Gestão e Inovação Universidade de Caxias do Sul (UCS) instacron:UCS |
| ISSN: | 2319-0639 |
| Popis: | Several studies show a positive influence from word of mouth (WOM) marketing on the choice criterion of an Education Institution (EI). However, these researches did not investigate the indirect effect from WOM marketing on such choices and are also influenced by self-selection problems, which could result in biased estimators for the effect of WOM marketing on choice criterion for an EI. This study aims to verify if the suggestion by students’ Education Institution through WOM marketing influences indirectly their choice criterion. A theoretical model was to mitigate endogenous features related to these criteria and also minimize auto selection problems. The research – with 1220 answers - was applied in a public IE that promotes many education modalities. The results show there is no evidence that WOM marketing systematically has straight effect on students’ choice criterion by an IE. However, it is concerned that WOM marketing can enhance influence on some variables that interfere on students’ choice criterion by an IE.DOI: 10.18226/23190639.v7n2.04 Hildo Anselmo Galter Dalmonech, Fundação Instituto Capixaba de Pesquisas em Contabilidade, Economia e Finanças (FUCAPE). Brasil.E-mail: hildo.anselmo@ifes.edu.br Danilo Soares Monte-mor*, Fundação Instituto Capixaba de Pesquisas em Contabilidade, Economia e Finanças (FUCAPE). Brasil.E-mail: danilo@fucape.br Submetido: Junho 2018Aceito: Abril 2019*Contato para Correspondência |
| Databáze: | OpenAIRE |
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