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

Abstract

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.