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The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

Online search for information about universities: a Hong Kong study

Wong, Phoebe, Lee, Daisy, M.L. Ng, Peggy·2018·International Journal of Educational Management
DOI 10.1108/ijem-12-2016-0268
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Abstract

Purpose: A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students’ university choice factors in relation to the online environment. Design/methodology/approach: In total, 637 samples from 11 private higher education institutions were collected and tested against assumptions before performing statistical analysis including exploratory factor analysis and mean comparison. Findings: The findings revealed that there are some significant differences in gender and academic discipline in the use of the internet to search for university information. In addition, four constructs of university information were identified that are perceived as important by students in their search behaviour: “university reputation”, “eligibility and affordability”, “teaching and learning” and “university tangibility”. The outcomes of this research provide some noteworthy insights which have numerous strategic digital marketing implications. Originality/value: While most existing studies have explored types of social media apps or online channels that prospective students use, little research has touched on students’ university choice factors in relation to the online environment. Responding to Constantinides and Zinck Stagno (2011) and Hemsley-Brown et al.’s (2016) call, this paper aims to address this research gap by investigating students’ university information search in relation to the online environment.

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Metadata

Authors
Wong, P., Lee, D., & M.L. Ng, P.
Affiliations
Hong Kong Polytechnic University (HK)
ORCID
Venue
International Journal of Educational Management
Publisher
Emerald
Published
2018-04-09
Volume
32
Issue
3
Pages
511-524
ISSN
0951-354X (ISSN-L)
DOI
10.1108/ijem-12-2016-0268
OpenAlex
W2794321947
Cited by
30
References
4
Citations by year
2025: 2 · 2024: 7 · 2023: 2 · 2022: 3 · 2021: 8 · 2020: 5 · 2019: 2 · 2018: 1
FWCI
9.10
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
  • International Journal of Educational Management (publishedVersion)
  • PolyU Institutional Research Archive (Hong Kong Polytechnic University) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employer Branding and e-HRM
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
prospective students, college choice, higher education recruitment, private higher education institutions, university reputation, digital marketing, gender differences, academic discipline differences, Hong Kong

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CoChat. (2026). Citation check: Online search for information about universities: a Hong Kong study. https://app.cochat.ai/papers/10.1108/ijem-12-2016-0268
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Wong, P., Lee, D., & M.L. Ng, P. (2018). Online search for information about universities: a Hong Kong study. International Journal of Educational Management. https://doi.org/10.1108/ijem-12-2016-0268